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									Best Practices for
Using Twitter as a Marketing Tool

January 14, 2011
topics: best practices   expert content   marketing   Twitter    social media

        social media marketing




                                                                Focus Research ©2011   All Rights Reserved
Best Practices for
Using Twitter as a Marketing Tool

Best Practices for Using Twitter as a Marketing Tool
January 14, 2011
by Henry Bruce, Matt Heinz, Pablo Palatnik, Veronique Palmer, Patty Swisher
topics: best practices expert content marketing Twitter social media

              social media marketing



    Executive Summary
    Twitter has caused an microblogging revolution, one 140-character-or-shorter tweet at a time. Chances
    are you tweet from time to time. But are you leveraging Twitter as a marketing tool? What’s the best way to
    use Twitter for marketing? In this guide, Focus Experts Henry Bruce , Matt Heinz, Pablo Palatnik, Veronique
    Palmer and Patty Swisher share their top best practices for using Twitter as a marketing tool.


    After reading this guide, be sure to check out the entire discussion and join the conversation:
    http://www.focus.com/questions/marketing/social-media-best-practices-what-are-your-3-tips-using-tool/.




Best Practices Checklist

   1. Monitor Twitter for tweets about your business, and always respond

   2. Know your audience and their interests.

   3. Be consistent and maintain your momentum.

   4. Promote your presence on Twitter.

   5. Don’t be a one-dimensional channel.

   6. Be an informer, not a ‘me-former.’

   7. Tweet your contributions in other communities and channels.

   8. Include links in your tweets.

   9. Use Twitter’s search feature.

   10. Use automation when appropriate.




Best Practices for Using Twitter as a Marketing Tool                                      Focus Research ©2011    2
Best Practices for
Using Twitter as a Marketing Tool

Best Practices


1. Monitor Twitter for tweets about your business, and always respond.
“If you need to, get a dedicated resource to monitor Twitter for any mention of your company and respond immediately.
People complain bitterly about companies on Twitter, and it falls on deaf ears. But there are some companies embracing
Twitter to the fullest, and it makes the hugest difference to my perception of them.” (Palmer)


2. Know your audience and their interests.
“Think about what content your audience cares about, and post content specifically for them: your content, other content
you find online and so forth. Speak to them consistently, and your followers will grow.” (Heinz)


3. Be consistent and maintain your momentum.
“Don’t start something you can’t finish. If you’re going to use Twitter, you need to maintain the momentum over a very long
period of time. Make sure you have the time to do so. If you’re planning on stopping, then tell people that it will be your
last tweet. It’s good manners.” (Palmer)


4. Promote your presence on Twitter.
“So many people are active on Twitter but don’t tell people about it. Put it in your email signature, on your business card,
front and center on your Web site. Make sure your blog and other ongoing content gives a quick link back to your Twitter
account for more, not to mention easy retweeting.” (Heinz)


5. Don’t be a one-dimensional channel.
“Retweet great posts from others, and give them credit. Respond to people who ask questions, or to whom you want
to share your opinion or perspective. Twitter is a two-way street, and the value you create for yourself will exponentially
increase the more you treat it that way.” (Heinz)


“Give more than you receive; this is especially true in the first few months/year of using Twitter. Share more from those
in your network and those whose blogs you read regularly. You will build your followers in Twitter much faster if you open
your existing networks of thought leaders and experts to the Twittersphere.” (Bruce)


“In order to be continuously ‘present’ on Twitter, you have to have an ongoing supply of relevant, useful content. Building,
collecting, creating and harvesting that content is critical. Content should support, not sell, your product/service.” (Swisher)


“Some content that you tweet should be original (one-third or less); some should be from others you follow and
retweet (one-third to one-half); and the rest should be random observations of events in your daily business life. Also
be sure to add your own comment to what you retweet; it helps personalize it so that readers feel like you read what
you forwarded.” (Bruce)




Best Practices for Using Twitter as a Marketing Tool                                                 Focus Research ©2011          3
6. Be an informer, not a ‘me-former.’
“Don’t ever talk about food, your bodily functions, your emotional state or your children. Twitter is a business tool. Would you
go into a new client’s board meeting and tell them things like that? No. So don’t do it on Twitter. There are ‘me-formers’ and
informers. Me-formers only talk about themselves and those aforementioned categories. Informers distribute and respond to
useful information pertinent to their business demographic. And don’t swear. Be professional.” (Palmer)


7. Tweet your contributions in other communities and channels.
“Integrate Twitter into all of your social networking communities. As you participate in or lead discussion threads in
networks such as LinkedIn Groups, Facebook, Focus and others, share those discussions via Twitter to bring more and
more into the conversation.” (Bruce)


8. Include links in your tweets.
“Include links in your tweets, whether images or sites that provide additional information (blogs, Web sites or other social
media sites). Tweets with links are more likely to be clicked.” (Swisher)


9. Use Twitter’s search feature.
“The search box in Twitter is probably the best tool on Twitter. Searching is essential in using and understanding what
activity is happening on Twitter. By searching selected keywords on Twitter, you can connect with potential customers and
also keep track of trending keywords.” (Palatnik)


10. Use automation when appropriate.
“HootSuite is an awesome tool if you want to keep pushing tweets out automatically; you can schedule tweets for
a whole week if you want. You can also manage all your Twitter activity from the HootSuite dashboard which is
awesome.” (Palatnik)



Read the entire discussion, and join the conversation:
http://www.focus.com/questions/marketing/social-media-best-practices-what-are-your-3-tips-using-tool/




Best Practices for Using Twitter as a Marketing Tool                                               Focus Research ©2011        4
Contributing Experts

              Henry Bruce
              President, Rock Annand Group
              www.focus.com/profiles/henry-bruce/public/

              Matt Heinz
              Heinz Marketing LLC
              www.focus.com/profiles/matt-heinz/public/

               Pablo Palatnik
               Online Marketing Specialist, Fortune3/PalatnikFactor
               www.focus.com/profiles/pablo-palatnik/public/

               Veronique Palmer
               Managing Member, Lets Collaborate
               www.focus.com/profiles/veronique-palmer/public/

               Patty Swisher
               Marketing Communications, IKM Incorporated
               www.focus.com/profiles/patty-swisher/public/



About this Report
Focus Best Practices Reports are designed to help professionals understand business and technology best practices for
particular topic areas. The best practices forcluded in each report are sourced from Focus Experts who have exhibited
expertise in the particular topic. Best Practices Reports are designed to be practical, easy to consume and actionable.




Best Practices for Using Twitter as a Marketing Tool                                         Focus Research ©2011     5

								
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