Twitter has over 140 million active users. It’s fair to say that if you are selling a product or service then you should have a presence on the social media network where you can engage existing and potential consumers as well as professional organizations and media that follow and cover your industry.
Tweets should be informative and offer educational information relating to your brand – avoid pitching, instead socialize and get to know your consumer base’s likes and dislikes. Clout Media always discourages tweets that compromise brand prestige, including disparaging tweets about your competitors, unfavorable media coverage, politically- or religiously-charged topics, or client-related happenings.
Whenever tweeting, you should remember that Twitter is a method for immediate publishing to the Internet and that tweets are visible to potentially anyone in the world. If you wouldn’t feel comfortable seeing something on the front page of your hometown newspaper then don’t tweet it!
Tweets should always be positive in nature!
Here are some key considerations for aspiring Twitter users or for current users who are less familiar with the media.
What is Twitter?
Simply put, Twitter is a social media network that allows users to share real-time content (e.g., ideas, opinions, news, pictures, videos, etc.) with their communities of friends and followers in 140 characters or less, similar to a text message. Each “text message” is called a tweet, and can be viewed by all who follow you. (Note: All tweets from public profiles can be accessed by other users regardless of whether they follow you or not.)
There are four basic words in Twitter’s lexicon that you must understand. They are:
Mention: Once you’ve signed up and chosen a Twitter username, you and others can mention an account in your tweets by preceding it with the “@” symbol, e.g., “Glad your shipment arrived @janesmith!”
Message: If you want to privately tweet to a particular user who’s already following you, start your tweet with “DM” or “D” to direct-message them, e.g., “DM @joesmith234 what is your order number?”
Hashtag: Users often append “#” to words in their tweets to categorize them for others, e.g., “Check out our new products for the Fall http://t.co/link2 #fallsale.” Think of a hashtag as the theme of your tweet. Users can then click on a hashtag to see other similarly themed tweets and find yours in search.
If you are interested in learning more Twitter words visit Twittonary.com.
Getting more from your Tweeting
Strategies for effective (influential) tweeting
Share your expertise with informative tweets that will educate your followers and establish you as a thought leader in their eyes. Feel free to include links to content like news articles, videos, graphs, and other information to highlight your expertise.
Also feel free to retweet media and other organizations that have mentioned our work:
Utilize popular industry-related hashtags to tailor and broadcast your tweets to your target audience en masse (e.g., #, #finance, #investments, #insurance, #healthcare, #pensions, #retirement, etc.).
Along with hashtags, it is useful to cite influential leaders in industry-related organizations and media.
Just as you appreciate being sourced by your followers, so do they; reciprocity is key to establishing positive rapport with the aforementioned organizations, which leads them to follow you back over time and enables you the opportunity to establish yourself as an social influencer in their eyes.
Here is an example where a Clout Media client cited both the news organization and the reporter who wrote the article:
Create lists to categorize the different industries, organizations, and people you are following. Also, feel free to subscribe to lists from the same industries, organizations, and people you follow and see what possible social influencers they are virally listening to.
Tools for effective (influential) tweeting
Timely: This tool allows users to schedule tweets.
Timely schedules tweets to go live during peak hours in order to maximize your tweet’s reach in relation to your target audience.
You can even input a URL link into the dashboard and Timely automatically shrinks it so you have more character space to type your message.
Twellow: Twellow is a categorized directory of Twitter users; the site used to be referred to as “the Twitter yellow pages.” Once you set up your account, you can add yourself to relevant categories where other users can find, follow, and network with you—you may want to do the same.
TweetBeep: TweetBeep is to Twitter what Google Alerts is to Google. The app alerts users to conversations that mention keywords, hashtags, or other Twitter users relevant to Milliman or your area of expertise on a daily basis. Use this app to listen to what is being said about important news and issues in your field and join the conversation!
There are many more tools users can utilize to gauge audience, reach, and interactions. These should suffice for starters. However, here is a list of 30 other tools and apps if you would like to learn more about tweeting effectively.
Also, tweets posed in question form as well as tweets citing empirical figures (i.e., price/cost, percentages, etc.) have a higher retweet and click-through rate. Straight-forward tweets that simply direct people to content do not do as well.
Good content is never the problem, but the presentation of a tweet maybe. Tweets need to read more like sound bites in order to pique interest from other users. Dry and formal tweets are generally ignored.
Hope this guide helps get your Twitter campaign off the ground. All we ask, if you have downloaded it and implemented our strategies, is that your share it with your followers and friends on at least one of your social networks (e.g., Facebook, Google+, LinkedIn, Twitter, etc.) and also follow at least one of Clout Media’s social networks listed underneath.
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