With over 57,000 subscribers, the FlashTweet has established itself in just a few years as an essential and influential media outlet: it's THE Morning Show on Digital Transformation by @EmmanuelleL9Always relevant in substance and practical in form, FlashTweet is also a personality. Senior Reporter at The Expansion Letter For nearly 15 years, Emmanuelle Leneuf began her career in local journalism at Le Républicain du Val de Marne, where she learned the ropes and cultivated close relationships with her readers. She then joined the team at 18H.com (the online daily newspaper of L'Expansion) as Head of Web Editing before leaving the world of decision-making. This move allowed her to step out of the shadows and dedicate herself to her new project: creating a media outlet (FlashTweet) within the media landscape. (TwitterThe history of FlashTweet It's here and now!
Hello Emmanuelle and welcome to We Are COM! In your opinion, what is the secret to good communication?
Good communication is, first and foremost, embodied communication! She has to rhyme creativity and authenticity to create connection and closeness. Communicators must first and foremost think "consumer" : what he wants to see but also experience in a the countryside In my opinion, a good communication campaign, which fosters brand alignment, stems from a close relationship with the customer. Last but not least, it's essential to have a powerful message that can be adapted and tailored to each specific use case across all channels. You have to think globally from the start: print and digital !
A good communication campaign is born from close contact with the customer.
And how does one become FlashTweet, an influential media outlet that has gathered nearly 60K subscribers?
💻I landed on Twitter in early 2015, as part of creating a media outlet I wanted to launch about and for entrepreneurs who innovate, in every sense of the word (product, business model, financing, HR management). For me, from the very conception of the project, this media outlet had to be designed as a social information network. It should be accessible on their smartphone so they can be informed directly. It was intended to connect entrepreneurs in the French-speaking area and serve as a space for conversation. My conviction was that the Social Media were going to transform the press in the same way that the Internet had done in the 90s.
I arrived on Twitter To better understand the uses, I made two observations: on the one hand, Twitter was the kingdom of information overload, with an uninterrupted flow of information without reference points or hierarchy. On the one hand, when you started to get interested, you quickly became subject to FOMO (Fear-of-Missing-Out), the fear of missing out on information if you're not looking at your timeline. It's to address this dual problem that I came up with the idea of creating a daily feature with the 10 key takeaways on innovation and... simulation To leave for work well-informed: a morning briefing, published at 7:30 a.m., which would help to give meaning to the Digital Transformation and decode the issues.
This is how the smallest media outlet in the world was born, with 1400 characters (10x 140 characters at the time), followed by the community of digital innovators and decision-makers, very present on Twitter (CDO, CMO, CEO, influencers and journalists). This daily morning meeting was completely counterintuitive in terms of how Twitter is used, but that's what made FlashTweet a success!
Does the success of FlashTweet stem from its community?
As in any start-up, it was by trying to meet my own need that I met the needs of many others. Very quickly, a network of ambassadors, whom I did not know, spontaneously formed around FlashTweet to promote it.
Why? First, because the morning show allowed them to save 3 hours on their day-to-day work by providing them with essential information, filtered, selected, and analyzed. Second, because le FlashTweet is a unifying and link-building medium that allows them to meet via URL before meeting IRL (In Real Life). and to discuss issues surrounding innovation. His followers contribute their own pieces of expertise every morning, enriching the content and thus creating an enhanced experience around information.
We can say that the success of FlashTweet its roots are deeply embedded in the DNA of Social Media Recommendation and virality are at the heart of this media phenomenon, which was born "for and by" its community.
In fact, some people signal their affiliation by including the FlashTweet in their bio and the hashtag #FlashTweetTeam was launched by the community, in support of FlashTweet. It mobilized at each stage of the media's development with a founding act: the FlashTweetApéro organized in July 2015 to reflect on how to make this 100% Tweet, 100% Live newspaper sustainable (I am behind my screen every morning to answer my followers).
In 5 years, the FlashTweet has become a leading media outlet that people come to consult, an essential resource! As they say Emmanuel Vivier, co-founder of the HUB Institute, "You're the France Info of Twitter"I couldn't have dreamed of a better comparison ☺️
And on a daily basis… what is a typical day like for FlashTweet?
⏰⏰ It takes between 2.5 and 3 hours to do the FlashTweetSo the day starts very early, like a morning radio show! I consult my lists, my sources, which I constantly update, and I search for information on American, European, and Asian websites, as well as expert blogs. I dig around and analyze, asking myself: "What is the most important news today and the one that makes sense?" It's a mix of hard news, insights, and weak signals. I also like to publish studies in advance so my readers get the information before everyone else (a tendency towards...). Expansion Letter (where I published exclusive and confidential information)
The post is published between 7:30 and 8:15 and then I respond to the community until 9:30-10:00. But to be honest, I'm always online! It's difficult to quantify because I'm building the FlashTweet as I go. Then my second one begins.e A day, as I often say: an entrepreneurial day, keeping this media outlet alive. I organize events (FlashMeet) or cover them, I prepare the FlashInterviewsI give or moderate conferences, and in the evenings, I attend innovation-related events and discussions… My sleep time is very limited! The morning show is by far the most demanding part of the job. You have to get up early and be ready at 7:30 sharp! Especially since I'm going against my nature, not being a morning person by nature (laughs). But when you hear your readers say that what you do is useful to them every day, it gives you a real boost! My readers are my driving force, and they repay me a hundredfold for my efforts. 🙏
Recommendation and virality are at the heart of this media phenomenon, which was born "for and by" its community.
Your editorial line: how do you construct it?
I structure my morning show like a newspaper! The first part consists of the breaking news, the secondrd The section following the infographic, still in the middle, allows for the publication of factual information, analyses, and the processing of weak signals. Each section (Artificial Intelligence, Social Media, Start-ups, Digital Transformation, etc.) is clearly identified, and the promise to the reader is to have the essential information in each section. The editorial line is simple: the FlashTweetThis is THE morning show on digital transformation on Twitter, featuring the Top 10 innovations and tech by Emmanuelle LeneufThe goal is to decipher the impact of digital technology and understand the challenges of this transition in order to anticipate it. The tone is serious without taking itself too seriously.In short, a media outlet that reflects who I am!
Since its creation in March 2015, I've chosen to use emojis. 🤓🤓The idea was to structure the tweets and make them easy to identify, but also to create an emotional connection. This idea came to me when I saw that Barack Obama had translated his Union address into emoticons so that all Americans could understand it, including those who do not yet speak English fluently.
The 7:30 am edition is republished at 19:30 pm for replay. And here again, we're following the established format of... traditional media.
My readers are my driving force and they repay me a hundredfold for the efforts I make.
Do you allow yourself to give your own opinion, even if it causes division?
Le FlashTweet, It's like a news flash but in tweets! It needs to be as factual as possible. My primary objective is to make crucial information accessible and understandable. However, for the past year, the formula has evolved with the addition of commentary: the fact and the perspective/analysis. A challenge in 280 characters!
