Earlier this morning I was scrolling through my Twitter feed, and I came across a retweet concerning crop-circle art of Beto O’Rourke. About halfway through the text, I’d lost sight of the sentence structure. Why?
And here’s the text, copied exactly (links removed):
“Dying to know how this 2-acre “BETO 2020” crop circle made of sand, mulch, clay, rocks & pecan shells a little over a mile north of an Austin Texas airport less than a week after @BetoORourke announced his run for president shows up in @FEC campaign finance disclosures”
I can’t speak for everyone, of course, but by the time I got to “Austin Texas” I was asking myself what the crop circle did. I had yet to come to the relevant verb.
Grammar will help sort this out. The sentence subject isn’t present; it’s “I,” which is understood. “I’m dying to know.” That’s the basic sentence, here. However, that’s not the really important bit.
What is the writer dying to know? “How this crop circle” did something, presumably. You’ll notice I’m leaving out the modifiers. They’re not germane to the basic sentence. They add information, sure, but they’re not vital to a subject/verb structure.
A quick and dirty fix is to insert commas after “circle” and “president.” Then we have this:
Dying to know how this 2-acre “Beto 2020” crop circle, made of sand, mulch, clay, rocks & pecan shells a little over a mile north of an Austin Texas airport less than a week after @BetoORourke announced his run for president, shows up in @FEC campaign finance disclosures
There’s no period because Twitter. That’s also why the subject, I, is understood and absent; it saves characters. Sure, we have 280 to play with now, but people are still stingy with them. This version uses 272.
Those commas I added indicate to the reader that what’s set off by them can be ignored safely to get to the meat of the sentence, which is this: Dying to know how this crop circle shows up in FEC campaign finance disclosures. (I’ve left out other modifiers, too, for clarity in making the point.) I’d prefer to see more commas, but as I said, this is quick and dirty. (Twitter register is oh, so forgiving.)
However, we could help readers more by making bigger changes. Those two commas are the minimum work. What if we rearrange the phrases and clauses a little?
Dying to know how this 2-acre “BETO 2020” crop circle shows up in @FEC campaign finance disclosures. Just over a mile north of an Austin, TX, airport, appearing less than a week after @BetoORourke announced his run for president. Made of sand, mulch, rocks, clay & pecan shells.
Two hundred seventy-eight characters. The gist of the tweet, which is the crop circle showing up in FEC documents, is together now rather than separated by a string of modifiers (“made of this and such,” “just over a mile north of an airport,” “less than a week after (he) announced his run for president”). I also used “TX” instead of “Texas,” with commas where style required them. The least important information, what the circle is made of, comes at the end. We don’t have to use full sentences, again because Twitter.
Do we take time to edit like this before hitting “TWEET”? Of course not. We’re working at speed, on the fly. Some folks are better than others at composing succinct yet descriptive tweets.
This is the kind of work I once did for a national chain’s social media. I edited tweets and social media posts, which were scheduled to go up at specific times. When I see one that’s difficult to parse, my editor brain jumps in to see what can be done: what’s the least amount of editing necessary to help the reader? What more could be done if there’s time?