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Using Twitter to Build Business Engagement The exponential growth of social media and ubiquitous use of mobile technology has changed the way we communicate both socially and for many also professionally. This workshops looks specifically at how Twitter can be used as a communication channel to build business engagement and an introduction to some of the ways this can be measured. Sue Beckingham | @suebecks Sheffield Hallam University
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Using Twitter for Business Engagement
Sue Beckingham | @suebecksSheffield Hallam University
Image: http://www.flickr.com/photos/thecampbells/5042764163/sizes/o/in/photostream/
What is Twitter
Twitter is a microblogging site that allows you to send short messages with up to 140 characters. You can interact in three ways:
Send a message publicly
Send a message to a specific person publicly
Send a private message to a specific person
Number of MAUs(monthly active users)
http://www.statista.com/statistics/282087/number-of-monthly-active-twitter-users/
Type of Account
Company
• Keep your audience up to date on news
• Promote recent blogs articles, website updates or events
• Offer support and guidance
Personal
• Act as a liaison between the public and your company
• Make connections to expand your company’s network
• Communicate what you and colleagues are working on
Aims for using Twitter
• Establish thought leadership• Build academic reputation• Develop relationships• Promote events• Generate leads for your business• Interact with your client/customer base
http://visual.ly/twitter-and-science
Visibility
Approaches:• a) ensuring that search engines can easily
locate your content online• b) promoting that content through word-of-
mouth• c) using Twitter to share and amplify
information
Search
• Paid search displays sponsored links for certain predetermined keywords
• Optimised search
the practice of editing both the content and code of a website in order to improve its page ranking within search engines.
• Social search
relies on a user’s social network rather than traditional search algorithms to determine the relevance of search results.
Weisgerber (2012:36-51)
Building a Network
Involves:• attracting new followers on Twitter• building a community, • and most importantly, maintaining it.
Two way communication
Strategy
• Understand your audience• Create and curate content that will be of
interest to them• Schedule updates so they are well spaced• Monitor comments and respond
Impact
measurement
action
attitude
attention
Paying Attention
• Follows• RTs• Mentions• Clicks (on links)
Attitude of your audience
• Is there a dialogue?• Is it positive?• Is there interest?• How will you deal with
negativity?
Actions
Leading to:• Conversations• Applications• KTP requests• Invitations to speak• Media interviews• Collaborative projects
What to say…
• Broadcast updates and reminders• Share useful links to videos, audio• Promote events• Share expertise linking back to your
website or blog• Create share-worthy
experiences
Engage with your network
• Interact with your followers and open up a dialogue
• Ask questions• Reciprocity - RT others • Use DMs for personal one to one
messages
Be…
• Consistent• Relevant• Current• Personal• Patient
Monitoring activity
• Check for replies, mentions and new followers by going to the Notifications tab
• Consider receiving email updates• Use analytics software
– Twitter Analytics– Shortened URL tools such as bit.ly and
goog.gl
Orchestration
• Defining workflows• Content and message creation• Scheduling content in advance• Conversation moderation• Escalated response and tracking• Making use of social data
https://www.mediabistro.com/alltwitter/twitter-business-tips_b31823
Building Followers
• Be findable – select an easy to remember username• Promote your username on your business cards, email,
blog or website along with any promotional materials you may use
• Add follow buttons to your blog or website• Make it easy for people to connect with you
Your Profile
1. Photo, Avatar or Logo2. Bio3. Link to your website or blog
WHY would someone want to follow you? Your bio will help them make that decision
Finding people to follow
• Who to follow tool (makes suggestions)
• Twitter Search
https://twitter.com/search-home
• Look at the people your followers are following
• Follow Industry contacts
• Collect People’s Twitter name at events
• Build your connections steadily
Twitter Jargon
• Twitter handle: the username you select to represent yourself or your company
• Follow • Follower• Status update• Reply• Direct message• Retweet (RT)• Mention• Modified tweet (MT)• Twitter stream• Hashtag• Trending topics• Promoted Tweets
Twitter Shortcuts
Creating Liststo organise who you follow into groups
Examples of Lists
FilterBy developing good connections with shared interests,
collaboratively we can filter what is relevant to us
Use of Dashboards
• Hootsuitehttps://hootsuite.com/
• Tweetdeckhttps://about.twitter.com/products/tweetdeck
View your lists in columns
#Hashtags
• Hashtag confusion - use with care
#nowthatcherisdead
#susanalbumparty
• Uses: Events, TweetChats, emphasis
#SHUevent
#Sheffield#BYOD4Lchat
Always check a hashtag via Twitter search to see if it is currently being used.
Advanced SearchVia the url: https://twitter.com/search-home
Via the search bar.
Analytics
URL shorteners• Bit.ly
https://bitly.com/• Google url shortner
http://goo.gl/
Analytics
To sign up go to: https://analytics.twitter.com
Social Analytics
• Hootsuitehttp://signup.hootsuite.com/twitter-analytics/
Social listening
• Conversation histories:keywords, conversation topics, hashtags, timing of interaction
• Social user profiles:demographics, interests, connections
Learn by good example!
I like to listen. I have learned a great deal
from listening carefully. Most
people never listen. ~ Ernest Hemingway
Using Twitter to Build Business Engagement
The exponential growth of social media and ubiquitous use of mobile technology has changed the way we communicate both socially and for many also professionally. This workshops looks specifically at how Twitter can be used as a communication channel to build business engagement and an introduction to some of the ways this can be measured.
Sue Beckingham | @suebecksSheffield Hallam University