How To Make the Most of Twitter for Business
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Cnfidential MarketingXLerator
SocialMediaMarke-ng:Twi$erInstructor:NataschaThomson@NaThomson
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Cnfidential MarketingXLerator2
SocialMediaIsLikePoi.
ConsistencyMa$ers.
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Cnfidential MarketingXLerator
Unit4-Twi$er
1. Demographics2. YourTwiAerAccount3. #Hashtags4. TwiAer“Products”5. TwiAerAnaly-cs&Tools6. Best&#FailedPrac-ces
3
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Cnfidential MarketingXLerator
Impact:HowdoYougetYourmessagetoYouraudience?Createacampaignstrategy,includingobjec-ves&metrics:n Sharerelevantcontentn Engagetheaudiencen EntertainandDelightn Calls-To-Ac-on(CTA)n Convertn Createloyaltyloop(content&sharing)
Sharerelevantcontentwiththerightaudienceattheright-me.
The 3 Marketing Pillars
BrandYouProfile/Page CommunicateYourValue Reach/EngageYourAudience
Portray:Whoareyou/yourcompany?n Iden-tyn Promise/Differen-ator
Createandmaintainconsistentlookandfeel;berecognizable.
Convince:Whydoesitma$er?n Clearunderstandingoftargetaudienceandneeds
n UniqueSellingPointn Differen-atorsn Products&Services
Createrelevantcontentinformatsthatyouraudiencelikestoconsume.
Awareness, Engagement, Conversion 4
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Cnfidential MarketingXLerator
Demographics
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Cnfidential MarketingXLerator
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Cnfidential MarketingXLerator7
Global
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Cnfidential MarketingXLerator8
Global
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Cnfidential MarketingXLerator9
Global
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Cnfidential MarketingXLerator
USA
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Cnfidential MarketingXLerator
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Cnfidential MarketingXLerator
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Cnfidential MarketingXLerator
USA
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Cnfidential MarketingXLerator
TwiAerforSocialScienceResearch
14
hAp://www.ssri.psu.edu/news/1248/twiAer-data-powerful-resource-researchers
“KnowingthedemographicsofagroupisusuallythefirststepinpopulaTonresearch,andTwi$eroffersoneofthenewestandmostrapidlygrowingBigDatasources.Twi$erdataisveryversaTleandcanrevealavarietyofsocial,behavioralandemoTonalinformaTonaboutitsusersinrealTme.”
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Cnfidential MarketingXLerator
B2Bvs.B2C
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Cnfidential MarketingXLerator16
Source:OurDigitalCoach.
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Cnfidential MarketingXLerator17
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Cnfidential MarketingXLerator18
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Cnfidential MarketingXLerator19
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Cnfidential MarketingXLerator20hAps://contently.com/strategist/2015/01/14/infographic-the-best--mes-to-post-on-social-for-b2b-b2c-brands/
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Cnfidential MarketingXLerator
Twi$erBranding
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Cnfidential MarketingXLerator22
Whoareyou?Whyshouldyouraudiencecare?Howcanyouproveit?
Brand
Portray:Whoareyou?n (Brand)Iden-tyn Promise/Differen-ator
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Cnfidential MarketingXLerator
WouldYouFollowtheseAccounts?
Ask:“Whywouldsomebodywanttofollowme?”
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Cnfidential MarketingXLerator24
B2B/B2C
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Cnfidential MarketingXLerator25
B2B
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Cnfidential MarketingXLerator26
B2B/B2C
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Cnfidential MarketingXLerator27
B2C/B2B
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Cnfidential MarketingXLerator28
B2C
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Cnfidential MarketingXLerator29
B2B
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Cnfidential MarketingXLerator30
B2B
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Cnfidential MarketingXLerator31
B2C
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Cnfidential MarketingXLerator32
B2B
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Cnfidential MarketingXLerator33
B2C
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Cnfidential MarketingXLerator
YourTwi$erAccount
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Cnfidential MarketingXLerator35
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Cnfidential MarketingXLerator
ChooseYour
Wisely
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Cnfidential MarketingXLerator37
hAps://business.twiAer.com/en/basics/create-a-twiAer-business-profile.html
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Cnfidential MarketingXLerator38
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Cnfidential MarketingXLerator39
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Cnfidential MarketingXLeratorhAp://www.socialmediatoday.com/social-networks/8--ps-crea-ng-more-effec-ve-tweets-twiAer
YourTwi$erBrand“TwiAerisaconversa-onalplaiorm,soit’simportanttodevelopahumantoneofvoiceforyourbrand.IfyourbrandwasacharacterinamovieoraTVshow,whowoulditbe?Howwouldtheyrespondtocri-cismandpraise?Theseareallveryimportantques-onstoanswertohelpyoudisTnguishyourbrandonTwiAer.”
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Cnfidential MarketingXLerator
Twi$erUse101
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Cnfidential MarketingXLerator42
hAps://business.twiAer.com/en/basics/intro-twiAer-for-business.html
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Cnfidential MarketingXLerator43
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Cnfidential MarketingXLerator44
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Cnfidential MarketingXLerator45
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Cnfidential MarketingXLerator46
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Cnfidential MarketingXLerator47
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Cnfidential MarketingXLerator48
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Cnfidential MarketingXLerator49
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Cnfidential MarketingXLerator50
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Cnfidential MarketingXLerator51
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Cnfidential MarketingXLerator52
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Cnfidential MarketingXLerator
5 Pro Optimization Tips
1. Pick your @Handle wisely
2. Complete your profile with your goal in mind
3. Follow your target audience, influencers,
thought leaders, news sources & competitors
4. Create Twitter lists from the get go
5. Engage instead of just amplifying
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Cnfidential MarketingXLerator
Be a Goal Focused Human
1. Share the content your target audience craves 2. Be authentic and respectful 3. Use relevant hashtags / Tweet at live events / attend
TweetChats 4. Use visual content often 5. Measure towards goal attainment
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Cnfidential MarketingXLerator55
hAp://www.webpronews.com/google-should-now-send-more-traffic-to-twiAer-2016-01/
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Cnfidential MarketingXLerator56
How to use a
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Cnfidential MarketingXLerator57
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Cnfidential MarketingXLerator
Hashtag help to organize conversations around a topic, e.g. #News, #Music.
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Cnfidential MarketingXLerator hAp://hashtagify.me
Identify the right hashtags for your area of expertise via research. If it is too generic, your tweet can get lost, if nobody is using it, nobody might be looking for it; find the sweet spot.
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Cnfidential MarketingXLerator
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Cnfidential MarketingXLerator61
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Cnfidential MarketingXLerator62hAp://www.socialmediatoday.com/social-networks/8--ps-crea-ng-more-effec-ve-tweets-twiAer
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Cnfidential MarketingXLerator
hAp://www.socialmediatoday.com/social-networks/8--ps-crea-ng-more-effec-ve-tweets-twiAer
Howcanyoumakeyourtweetsmostrelevant?Goodcontentisimportant.Butgoodcontentincontextwinstheday.ConsiderleveragingseasonaleventslikeChristmas,NewYear,July4th,orgradua-ontogainyourtargetaudience’saAen-on.Exampletotheright:SamsungexplainshowtousetheNote4phonetotakepropicturesofffireworks.
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Cnfidential MarketingXLerator
Twi$er“Products”
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Cnfidential MarketingXLerator
6SecondVideos
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Cnfidential MarketingXLerator
Live-Streaming
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Cnfidential MarketingXLerator
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Cnfidential MarketingXLerator
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Cnfidential MarketingXLerator
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Cnfidential MarketingXLerator70
TrendingTopics*Greattouseifyourtweettrulyrelatestothetrendingtopic*“Hijacking”ahashtagwithanunrelatedtweetcanbackfire
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Cnfidential MarketingXLerator71
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Cnfidential MarketingXLerator
TheTwiAerMobileApp
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Cnfidential MarketingXLerator
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Cnfidential MarketingXLerator
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Cnfidential MarketingXLerator
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Cnfidential MarketingXLerator76
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Cnfidential MarketingXLerator77
HowItWorks:hAps://about.twiAer.com/products/alerts/how-it-works
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Cnfidential MarketingXLerator78
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Cnfidential MarketingXLerator
#Video
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Cnfidential MarketingXLerator
#S-ckers
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Cnfidential MarketingXLerator
PaidMedia
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Cnfidential MarketingXLerator
TwiAer:Ownedvs.Earnedvs.Paid
• Owned– TwiAerAccount– Posts– Originalcontent
• Earned– Followers– Engagementwithother
TwiAerusers– ClicksonURLs
• Paid– PromotedPosts– Ads
Source:SmartInsights.com
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Cnfidential MarketingXLerator83
Source:Nielsen.
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Cnfidential MarketingXLerator84
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Cnfidential MarketingXLerator
Twi$erAdscanbeaccessedviayourTwi$erProfilePage
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Cnfidential MarketingXLerator
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Cnfidential MarketingXLerator87
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Cnfidential MarketingXLerator
Measurement&Tools
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Cnfidential MarketingXLerator
“Just15%ofCMOshavequan5ta5velyproventheimpactofsocialmedia.”
89
TheCMOSurvey:Highlights&Insights
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Cnfidential MarketingXLerator
Success Metrics
* Total numbers are secondary. > Instead, focus on conversion rates, growth rates etc. > In the end, it’s all about actual outcomes. Example Metrics: 1. Follower growth rate (%) 2. Likes / @Mentions / Retweets 3. Conversion Rates
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Cnfidential MarketingXLerator
SampleMetricsREACH
(howmanypoten-aleyeballs?)ENGAGE
(howmanyinterac-ons?)ACT
(responsetocalltoac-on)ADVOCATE&SHARE
(sa-sfac-onandloyalty)
AWARENESS Volume(e.g.,#followers) Interac-on(e.g.,#ofretweetsorshares)
Click-Thru(e.g.,click-thruonbit.lylinks)
Shares(e.g.,#ofsharesor#ofrepeatvisits)
INTERACTION Volume(e.g.,#ofvisitstocompanyblog)
InteracTon(e.g.,#ofRetweetsperpost)
Conversion(e.g.,#ofdownloadsofsolu-onwhitepaper)
Referral(e.g.,#ofreferralstofriends)
INTENT Contact(e.g.,#opt-insfornewsleAer)
Depth(e.g.,#ofclick-thruon2ndlevellinks)
Conversion(#ofleadsgenerated)
RetenTon(e.g.,#ofinquiriesfrominstalledbase)
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Cnfidential MarketingXLerator
AnalyTcsToolsbyTwi$er
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Cnfidential MarketingXLerator
Twi$erAnalyTcscanbeaccessedviayourTwi$erProfilePage
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Cnfidential MarketingXLerator94
Orgodirectlyto
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Cnfidential MarketingXLerator95
ScrolldowninTwi$erAnalyTcsforhistoricaldata
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Cnfidential MarketingXLerator
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Cnfidential MarketingXLerator97
Twi$erDashboardAppoffersanalyTcs&scheduling
onyourmobilephone
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Cnfidential MarketingXLerator98hAps://business.twiAer.com
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Cnfidential MarketingXLerator99hAps://support.twiAer.com/ar-cles/20171990
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Cnfidential MarketingXLerator
3rdPartyTools
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Cnfidential MarketingXLerator
5Free(mium)Tools1. Buffer
– Schedule&measure
2. Bitly– StatsonClick-Through-Rate(CTR)
3. Twitonomy– Managewhoyoufollow
4. Hootsuite– Schedule&measure
5. eClincher($10/month)– Schedule&measure– Analy-cs
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Cnfidential MarketingXLerator
BestPracTces
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Cnfidential MarketingXLerator103hAps://eclincher.com/blog/the-frequency-guide-how-osen-to-post-on-social-media
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Cnfidential MarketingXLerator
“Don’tbeafraidtoaskyourconsumerstodosomethingonTwiAer.
Whetherthat’saRetweet,aLikeorchoosingateam,
makeitsimple,achievable,andfun.”
hAp://www.socialmediatoday.com/social-networks/8--ps-crea-ng-more-effec-ve-tweets-twiAer
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Cnfidential MarketingXLerator
“Researchshowsthat
Tweetcopywithfewerthan50characters
generates56%moreengagement
thanTweetcopywith50-100characters.”
hAp://www.socialmediatoday.com/social-networks/8--ps-crea-ng-more-effec-ve-tweets-twiAer
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Cnfidential MarketingXLerator
1. Follower growth rate (%) 2. Retweets / Mentions / Quotes 3. Conversion Rates (CTR/Leads)
BestPracTce#1
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Cnfidential MarketingXLerator
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Cnfidential MarketingXLerator
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Cnfidential MarketingXLerator
BestPracTce#2
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Cnfidential MarketingXLerator
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Cnfidential MarketingXLerator
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Cnfidential MarketingXLerator
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Cnfidential MarketingXLerator
BestPracTce#3
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Cnfidential MarketingXLerator
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Cnfidential MarketingXLerator
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Cnfidential MarketingXLerator
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Cnfidential MarketingXLerator
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Cnfidential MarketingXLerator118
BestPracTce#4
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Cnfidential MarketingXLerator119
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Cnfidential MarketingXLerator120
hAp://www.huffingtonpost.com/2013/02/04/oreos-super-bowl-tweet-dunk-dark_n_2615333.html
BestPracTce#5
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Cnfidential MarketingXLerator
#FailedPracTces
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Cnfidential MarketingXLerator122
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Cnfidential MarketingXLerator123
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Cnfidential MarketingXLerator
TheCyberSecurityChallenge
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Cnfidential MarketingXLerator
SomeoftheThreats
PhishingHacking
MimickingClickFraudAdFraudMalware
ImpersonaTonSocialEngineering
125
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Cnfidential MarketingXLerator126
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Cnfidential MarketingXLerator
1. Haveunique&complexpasswords– Tools:1Password,LastPass– Don’tsharepasswordsbetweenteammembers– Tools:Hootsuite,Sprinklr
2. Don’tstorepasswordsinyourbrowser/clearhistory3. Changepasswordsatleastevery6months4. Don’tclickoneveryURL
– Tools:ZeroFox,LookingglassScout
ThereisALWAYSarisk.Haveanescala-onplanaspartofyourcompanysocialmedia/businesspolicy.
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Cnfidential MarketingXLerator
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Cnfidential MarketingXLerator
OpTonal:Addi-onalResources:FreeTwiAer@SkillshareClasshAps://blog.twiAer.com/2016/grow-your-business-on-twiAer-with-our-new-skillshare-class
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