Effective use of twitter in business
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Transcript of Effective use of twitter in business
pwcom.co.uk
March 2013
Effective use of Twitter for Business
Paul Wilkinson - @EEPaul(pwcom.co.uk Ltd)
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Hello?
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• Who am I?
• Twitter adoption
• setting up and using Twitter
• who to follow and how to get followers
• Twitter tools
• “Twittiquette”
• simple monitoring and measurement
• Twitter ethics
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Who am I?• author and technology consultant• B2B PR professional since 1987
– in-house: Halcrow, Tarmac, BIW– consultancy
(1998 - 2000, 2009 - date)
• Wikipedian (2003), blogger (2005)
and tweeter (2008)
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c. 500m+ registeredaccounts
• c. 28% 'active'*
• est. 250m 'active'by end 2012
* Active = members who log in at least once a month
Source: www.mediabistro.com
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• 400m Tweets/day(up from 2m/day in 2009)
• now (2013) averagec. 4,600 Tweets/sec
• Peak 33,388/sec(New Year's Day 2013)
Image courtesy of: Huffington Post
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• UK = 4th largest Twitter population
• c. 32m Twitter accounts(53% population)
• c. 11m active UK users
• 7% of Tweeters =79% of UK Twitter traffic
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• Twitter use/growth strongly linked to UK smartphone adoption (45+% own one)
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“Why?”
• engage in real-time online conversations
• expand range of communication tools
• join or open up new conversations(new customers, projects, etc)
• improve networking
• extend reach of existing tools, networks and content
11Source: Optify.net
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setting up and using Twitter
• Twitter - maximum limits ...
• 15 – characters in @username
• 20 – characters in real name
• 140 – characters in status update
• 160 – characters in profile
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• who to follow and how to get followers
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Following people.... (step one)
Search by......real name ...category ...contact
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Following people.... (step two)
Follow friends' recommendations
• FollowFriday (#ff) …
Follow people who follow you
• Auto-follow? (suggest not)
• spam
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Getting followers.... (step one)
“Why would people follow me/us?”
• Be interesting
• Be useful
• Don't just broadcast
• Interact
• Shape expectations– recent tweets– landing page
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Getting followers.... (step 1.5)
Shape expectations: recent tweets
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Getting followers.... (step 1.5)
Shape expectations: landing page
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Getting followers.... (step two)
Highlight Twitteraccount
• link fromwebsite ...
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Getting followers.... (step two)
Highlight Twitter account
• link from website, blog, etc (and vice versa)
• on other social networks
• email footer, business card
• e-newsletters
• news releases
• printed collateral
• signage, event badges, etc
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Getting followers.... (step three)
Cultivate your online profile...
• tweet regularly
• Retweet (RT) regularly
• reply (it's about interaction)
• recommend others #ff
• use relevant #hashtags
• participate in relevant #tweetchats
• don't spam
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Twitter tools
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Twitter tools – why?
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Twitter tools - web
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Twitter tools
• at-a-glance “dashboard” view
• configure searches
• monitor lists
• manage multipleTwitter accounts
• publish updatesto Facebook
• short URLs
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Twitter tools - mobile
• Full functionalityon smartphone
• add GPS location
• tweet photos
• Tweet frommultiple accounts
• Sometimes all at once!
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Simple monitoring and measurement
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Simple monitoring and measurement
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Simple monitoring and measurement
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Simple monitoring and measurement
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Good tweeting
• Beware:
– company and/or clientconfidentiality
– copyright issues
–defamation
–privacy of individual
–bringing company into disrepute
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Good tweeting
• Avoid conflicts of interest
–Disclose clientrelationships
–Clarify account'managers'
• Consider disclaimers
• Above all: honesty and integrity
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Good tweeting
• Stay (mainly)on-topic
• Keep it personal,not corporate
• Tweet regularly
• Be responsive
• Think long-term
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Six minutes31 January 20132.21pm - First tweet from @hmvtweets2.21pm - First media RT2.27pm - First RT by national journalist2.36pm - ITVnews article published2.51pm - c. 900 RTs
Data from PR Week, 22 Feb 2013
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Q&AThank you
Contact: Paul WilkinsonWebsite: www.pwcom.co.uk
Tech blog: www.extranetevolution.comPR blog: www.blog.pwcom.co.uk
Email: [email protected]: +44 (0)20 8858 1104
mob: 07788 445920Twitter: @EEPaul
http://www.google.com/profiles/paul.wilkinson19
Effective use of Twitter for Business