Please create two tweets (For X) based on the Facebook posts in question #2. Explain what you did differently outline your planning criteria and justify your goal, reasoning, and key elements. Don’t forget to include and your reasoning and goals for each. (10 X 2 = 20 marks)
Twitter/X Post 1 (Based on Facebook Announcement):
The original Facebook post is longer, with a paragraph structure and extra content details. People tend to scroll quickly on X, so we need to hit them with something that grabs their attention, is local, and explains the purpose within seconds. So, I shortened the length of the story but kept its emotional impact. Instead of repeating the same long explanation, I chose the opening line as a hook: it showcases a 13-year-old’s life (Jayden’s life) in a single sentence that people could tune in with.
This tweet is meant to increase emotional awareness about our campaign and the impact it has on Detroit’s community. I want people reading this in Detroit to understand what and who this tournament is truly about. It’s not just another regular sporting event. The Whirlpool prize (washers and dryers) helps show why this tournament is important beyond basketball and also sells the campaign’s core message.
We already know that Jayden is a 13-year-old from Detroit’s Dexter-Linwood neighborhood, which is neither wealthy or safe. He lives in a low-income home with his single mother and two younger siblings. That means Jayden isn’t just responsible for himself; he also helps out at home with tasks that most 13-year-olds are not expected to do themselves. He walks his siblings to school, helps them with homework, or even cooks’ dinner on nights when his mother is working or exhausted. He’s standing up in ways that a kid his age shouldn’t have to, but he does because that’s who he is. And despite all of that, all the pressure at home, the challenges in his neighborhood, and the fact that he probably doesn’t have brand-new sneakers or a fancy gym to train in, he still shows up to practice, he still shows up to school, and he still finds time to chase his dreams.
Jayden is not the reason this campaign is being created, but he is a strong reminder of why it is needed. The campaign is meant to help families in Detroit who are trying their best but do not always have access to essentials. The Whirlpool prize is about supporting parents who are struggling with essential needs, such as laundry, something small that can make a major impact. Jayden’s story brings that reality into perspective. Explaining what his life is like focuses attention on a much bigger issue, making the campaign feel more sincere and supportive of other families in similar situations.
I also mentioned Derrick Coleman’s name and position in the tweet to highlight his importance and impact on positively supporting families in need. I didn’t just say, “Campaign built by Derrick Coleman.” That phrase is not effective unless you understand who he is, which is why I highlighted him as a former NBA player. By highlighting this in the tweet, it increases the possibility of catching more people’s attention by recognizing Derrick or being intrigued over the fact that he was a former NBA star. This could help bring more awareness about the campaign, and also, by using our persona as an example in the tweet, helps us tell a story rather than just throw a promotion out. And storytelling is CRUCIUAL when it comes to campaigns.
That’s what I mean by “ it holds it all down.” It’s not just about him being busy, it’s about trying to balance being a student, a teammate, a brother, a role model, and a son all at once. He’s carrying the weight of being a kid with too many responsibilities for his age, but he still finds the motivation to show up to play and push himself no matter what.
I also got rid of the “Dexter-Linwood” mention from the original post. That location information is more suitable for Facebook, where older users interact, but on X, it clutters the message.
Twitter/X Post 2 (Based on Facebook Challenge):
The original Facebook post was created to be more like an informational post, with full sentences and a more formal tone, as well as a map of the tournament location. For this tweet, I added the most important information about the campaign and wrote it to seem like something you’d see on X.
The hook “JUST ANNOUNCED: Cycle of Champions” was added to catch people’s interest and create curiosity and urgency by announcing something that no one has heard of before. I also adjusted the layout so that each line focuses on only one thing: the event, the reward, when it will take place, and who is behind it.
I removed some of the Facebook post story details and made this tweet clearer. People scroll fast on X, so we had to start with something bold, keep it short, and avoid detailed explanations. So the goal of this tweet was to bring light to the campaign and tournament event in the most clear and efficient way possible. People on Twitter do not want to read a long paragraph of information; that’s why they’re on Twitter in the first place, because it’s shorter written content that doesn’t take much reading. We needed to keep the posts for this platform short, straight to the point, and scannable.
The language is short, clean, and can drive the possibilities of shares because the content is easier to digest and understand. The tone is professional but still energetic enough to feel like a launch announcement. I didn’t include a call to action like “sign up” or “click here to learn more” because the goal of this tweet is simply to let people know the campaign exists and that it’s happening soon. The first Tweet focuses on emotion and storytelling, this one focuses on highlighting important information.
We made sure to include the tournament dates and the location because that’s something people always want to know first. We ended by mentioning Derrick Coleman and Whirlpool to add trust and legitimacy to the campaign. Both of those name’s matter, and people are more likely to take a campaign seriously if they see who’s behind it. We also added “Can you beat an NBA All-Star’s #CycleChallenge?” Because it builds excitement by being inspired by an NBA star, and when you include a question like this, it leaves room for building curiosity and a feeling of wanting to see for themselves if they can “beat” it.
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