When you're picking, choosing, and crafting content to power your Twitter marketing efforts, it's easy to think that measurements like clickthroughs and retweets would both reflect "successful" or "engaging" content -- or insert your own unicorns-and-rainbows adjective there. "Remarkable," "worth sharing," and "interesting" all work well, too. But, as it often is, reality can be different than what feels true.
I looked at 2.7 million link-containing tweets and found something interesting:
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