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Click to edit Master title style
Click to edit Master text stylesTwitterLet’s get comfortable
Twitter Orientation
• An information network (like an RSS feed for social media)
• A way to follow friends, interests, brands, organizations, etc.
• A place to post updates and share links to photos, videos, articles, music, blogs, etc.
• A place to listen to what everyone’s talking about
Twitter is Many Things
TweetA piece of content (text/links/images/video) posted to Twitter.
FollowTo subscribe to someone’s Twitter feed. No permission needed
to follow/be followed.
@MentionLike directly addressing someone in a big crowd. Both
the recipient and your (the sender’s) followers will see the @mention.
@mentions can occur anywhere in a tweet
DM (Direct Message)A DM is a private message seen only by the person you desire, like a conversation in a room with only two people in it. A DM
is akin to an email to one recipient.
@ReplyThis subset of the @mention is like a direct address to
someone in a room of mutual friends. Only the recipient and followers in common will see the @reply.
@replies always have @ as the first character in the tweet.
#HashtagMarks keywords/phrases so they appear in Twitter searches. Anything can be tagged, but only the most popular become
Trending Topics.
RT (ReTweet)Sharing someone else’s Tweet, without commentary, with your
followers. A way to help posts go viral.
URL ShortenterServices like bit.ly and tinyURL that make long web addresses
shorter to save room in the post. Twitter has one built in.
A Tweeter’s Lexicon
Persistent Icons Help You Navigate
Home Personal dashboard
@ConnectTo interact and track
#DiscoverTo search and tag
TweetTo post
MePersonal info, stats and Tweets
• Persistent black bar at the top of web interface pages
• Tweet button enables posting a new Tweet, uploading a photo, or indicating a location in just one click
• Five icons are the same for all devices
Home Page
The Home page is a dashboard of basic
data about you, some recommendations of folks to follow, and
some trends for your city, state, or country.
It also features your Tweet Stream.
Newer posts appear at the top and push older ones down.
@Connect Page
Recommendations for who to follow
Search for #topics, @people or anything else
Displays all @mentions to and from you
#Discover Page
A curated selection of major trending stories
based on your interests, location, what you follow,
and news.
Trends Lots of people discuss the same topic,
sometimes spontaneously. Anyone can create a #hashtag.
Promoted Trends Advertisers create trends/#hashtags
and buy placement.
Prominent Videos, Images and Tweets
Twitter’s algorithms try to show you relevant media. Pay-for-placement is
also possible.
Personal Profile Page
Basic info about you
Links to detailed info about your account
Similar to you: suggestions for people to investigate/follow
All of your recent Tweets, @mentions, and retweets (RTs)
Determining Twitter Utility
How will it benefit your brand/organization?
• Answer key questions before you begin:‣ In what ways does Twitter align with your overall
communications strategy?‣How will Twitter serve your brand or organization?⎯Raising awareness, building a loyal set of followers,
news distribution, etc.‣How will your posts serve your audience?⎯Will they be helpful, educational, service-oriented,
funny? ⎯Will they always convey a certain kind of information,
call to action, discount, promotion, news?
Determine Your Goals & Objectives
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• Consider the steps needed to ensure a successful Twitter presence‣Be committed. Secure buy-in on your plan from all
decision makers‣Empower someone. Who will be responsible for
Tweeting?‣Define approval parameters. Do any/all Tweets need to
be pre-approved?‣Set a schedule. How often do you want to Tweet?
Weekly? Daily? Hourly? ⎯Develop a content calendar and timeline to ensure
Tweets will be approved in a timely manner
Have a Plan
• Remember: the channel is the vehicle, not the destination
• Key Performance Indicators (KPI)‣ Impressions, shares, RTs, @mentions, site visits, learnings,
brand stories shared, conversations entered, sales, site visits, etc.
Set Realistic Metrics
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Best Practices
8 Steps to Great Tweets
1. Optimize your Tweets2. Follow the right people3. Attract followers4. Ask great questions5. Respond judiciously6. Monitor keywords7. Use #hashtags8. Encourage RTs
1. Optimize Your Tweets
Short
Useful Info Worth RTing #Hashtag
Strong Voice
Shortened linkFriendly@mention
Examples of Less-than-Great Tweets
No links, #hashtags, or @mentions
Broken link
No context
Over 140 characters
• Search people and brands you love
• Search topics, trends, or #hashtags and follow people talking about them
• Social media/email contacts• Industry experts and
newsmakers• People your friends follow• Great tweeters• Those who follow you (a
courtesy)
2. Follow the Right People
• Post when you have something interesting to share
• Compelling Tweets earn more RTs
• Promote/link to other social media channels
• Ask outright for people to follow you—make it a call to action
• RT posts from Tweeters you admire— they’ll see it
3. Attract New Followers
• Open-ended• Fun to answer• RT to others’ questions• RT/@reply compelling answers
4. Ask Great Questions
• Share the behavior/language you expect
• BE the behavior/language you expect
• Answer inquiries quickly and in the manner they were made (@, public, DM, etc., or direct the conversation to DM if it is more appropriate to the content)
• Be human, be yourself• Don’t fan the flames
(ignore the mildly offensive)• “Block” the worst offenders
5. Respond Judiciously
• Search for chatter about
relevant terms• Jump in with @s or RTs
aboutthose subjects
• Check out #trends related to your keywords or interests
6. Monitor Keywords
• Assign a word or phrase others can adopt (#TransplantInnovation, #ThwartingThrombosis, #HealthyLifestyles, etc.)
• Use relevant trending topics tags• Look at how others use
#hashtags• Frequently check out the
#Discover tab
7. Use Hashtags
• Keep it short!• Useful/relevant/interesting and
novel• Check your links before sending
8. Encourage Retweets
To learn more…Contact us to discuss your Twitter and social media strategy in more detail.
North America
Michelle GreenVP, Creative Director Social Media & [email protected]
Europe
David KnechtelDirector, European [email protected]