Another week, another lesson and another blog. This week’s topic is “Twitter for Business!” (Batosole, 2016)
300 million users a day, tells me there might be business opportunities here. The primary demographic is 18-29, with 30% of users being 35 and older. Twitter has the most post-secondary graduates, and the most users making over $50,000.00 per year. It’s a smart, affluent crowd! (Bernoff)
So what is Twitter all about? Conversations! It’s like a business mixer at the Economic Development Centre, where you have your glass a wine, strolling around groups of people, eavesdropping, listening for a conversation you know something about and want to interject. Twitter is a useful tool; you can share details on new products, talk about new things in your industry, voice opinions on topics and share interesting behind scene stuff of your business.
You want to educate and engage with your current and potential customers. Twitter is real-time communication, with most of the interaction happening within the first hour of your post. It’s fast, 80% of users’ access twitters on their mobile.
The main purpose of Twitter is to attractfollowers. All of your tweets end up in a follower’s timeline and your followers can interact with your posts in a number of ways. They can respond, like, retweet, quote retweet (make a comment about the retweet) or send a direct message (DM). Your timeline is made up of your tweets, and the tweets and posts of everyone you follow. When you look at your own timeline, Twitter will arrange the tweets from people you follow in the order of things you care about. “In the order of things I care about,” how do they know that?
Is that freaky or is it just me?
When you are starting out, you need to set up your homepage. This is a crucial part of your strategy. A first glance at your page could mean a follow or not. So it’s important to remember everything is made up of rich content. Your profile pic is a thumbnail that is placed beside all your tweets. It can be a logo, or perhaps a person who is part of the brand. Your header photo should be strong and depict what you do. I really like my profile picture, I feel it says it all
Your bio should be short and sweet. You want the viewer to know exactly who and what your brand is. It should be the reason people follow you. I’ve been told, the part of my bio that made them want to follow me, was Independent Filmmaker. Finally, if you have a favourite tweet, one that says it all, you can pin it, so it will always appear first on your timeline when people land on your profile.
You are now ready to tweet. But, there are a few things you might want to consider first. You might want to start collecting data. Find out what your competitors are doing, the good and bad. Follow influencers in your industry, and follow the right hashtags. As talked about previously you can use Hashtags to find conversations relevant to you. Start out with 10-15 accounts and start listening.
A point to remember with your tweets; you need to decide how you want to be perceived. I would like to be looked on as an expert in my field, which is content creation and social media. You need to be conversational; it is just chatting online and stop being so selly. Not sure if selly is a word, but it should be. You want a tiny bit of self-promotion but not over the top. Let your personality out. Be funny, light-hearted, and always keep this voice; when there are issues, you just change your tone. Always be sharing rich content. Good photos and videos. I like behind the scene stuff, it seems to get the most traction for me.
Before you tweet, develop a goal, one main desirable. Each tweet will have its own objective, all driving to your one main goal. From this, you create a strategy. Don’t forget, every tweet should have a call to action; it could be learn more, follow me, retweet this or whatever you decide will drive users to conversion.
Once again, the four elements that equal shareable are; funny, helpful, newsworthy and inspiring.
From here, you need to decide how many times you plan to tweet, on which days, what kind of content you will share, and at what time. What is best, can all be determined with Twitter tools for measurement.
Twitter analytics, is where you find out what is working and when. You will have a 28-day view, and understanding your data is the key to success. As mentioned before, there are search and advanced search. You can add a Twitter button to your website or blog. For that matter, I can even embed tweets on my blog. Alas, this is above my pay scale, and I will need the help of some tech-savvy friend for this one. You can also turn your entire timeline into an embedded widget, to place almost everywhere. The best part is that it is interactive no matter where you post it. This is something I will do, I just have to be patient, because those techies are a busy lot.
Next up is the Twitter Card. In a nut shell, the Twitter Card is a reference. When you share other people`s content, Twitter recognizes the source and gives it the bibliography reference that is needed. All the information is stored on Meta tags, and once again my tech buddy is going to have to give me a bit of help. These Twitter Cards will help with all forms of content, it will even let you share Apps that a person can download.
Twitter also has an advertising platform which allows you to place ads in front of people you aren`t necessarily following, and they won`t appear on your timeline. You will need to set up a Twitter Ads Account. It is quite simple, you start with country, and time zone; add your credit card and billing info and you are good to go.
There are two types of advertising you can do. The first is a promoted account campaign. You are advertising your site and asking people to follow you. You are not trying to engage or convince the user to do anything but follow. You are first building a community. The first thing is to start the campaign and give it a name. Be very specific, because as you start to have success and do more and more campaigns, you will want to be able to recognize one at a glance. For example, if I was to do one, I could title it as follows: Hired Gun| follower campaign | Safety Manager | Interest: video | Alberta.
It is long, but there is no confusion on what I am doing.
You can totally customize, picking start and end times and then write a meaningful post. I have one in mind for Hired Gun, “Want to enhance your safety program? Follow me for insights, best practices and other information on the effective use of video!”
These ads don’t show up on your timeline, and Twitter recommends 3-5 tweets per campaign and don’t forget photos and videos.
Also, you aren’t firing blindly, you pick your target. You can target age, gender, location, even language and make sure you aren’t targeting followers already. You can even target your competitors. Twitter doesn’t actually target your competitor’s followers but rather creates a profile of the type. Now your budget, as you enter your numbers Twitter estimates your reach and you can adjust accordingly. Very much the way my Facebook experiment worked. Then you decide how much for each follow. Twitter suggests $3.00 per and is usually right on track. It is very similar to what I talked about in the Google Adwords blog, about pay per click. Finally, you decide your running schedule and you are off.
The second form of advertising is promoted tweets. This is just like a regular tweet, the difference is you select the audience, and pay every time someone replies, retweets, favourites, or views your profile. Promoted tweets also have a flag icon that indicates it has been paid for
The two forms are very similar, but promoted tweets have two additions. You can target conversations around a specific TV show, and you can utilize keywords. As in the Google blog, these keywords come with the 4 matches, Broad, Phrase, Negative and Negative Phrase. I won’t define them again, but you can check out my Adwords blog to find out more.
Budgets are the same, you should start with the Twitter suggestion, and customize as you get data. Each campaign has its own set of metrics, so you can easily determine what is working and what isn’t.
As your followers start to grow, so does your activity. To keep track of it all there are tools to help. You can get email notifications that with the right filters can ensure you are responding appropriately and timely. Try and be on Twitter when your important followers are. How do you know this? Twitter analytics is how.
There are third-party tools like TweetDeck and HootSuite for Twitter, which can handle multiple accounts. Bufferallows you to store content to share later. Buffer can also be used with Facebook and LinkedIn. Finally, check out Followerwonk, this app is used to generate leads by sourcing out the bios of users that you want to attract.
The book Groundswell offers five tips for maximizing results on Twitter:
- Provide content that makes a difference not just promotes
- Energize – find people that like what you have and amplify
- Answer questions
- Solve problems and embrace or engage in dialogues
And before I go, Twitter is no longer just 140 characters; it has gone up to a whopping 280. Now you can wax poetic for twice as long.
Till next week!
Babchishin, B. (n.d.). Ben Babchishin/Twitter. Retrieved from Twitter: https://twitter.com/Benbabchishin
Baladi, N. (n.d.). Blog Baladi. Retrieved from http://blogbaladi.com/twitter-to-enable-280-characters-tweets/
Batosole, B. (2016, May 04). “Twitter for Business”. Retrieved November 24, 2017, from Lynda.com: Lynda.com
Bernoff, C. L. Groundswell. In C. L. Bernoff, Groundswell (p. 201). Boston: Harvard Business School Publishing.
Pinterest. (n.d.). Networking. Retrieved from Pinterest.
Wikipdedia. (n.d.). George Orwell. Retrieved from Wikipedia.
Wikipedia. (n.d.). George Orwell. Retrieved from Wikipedia.