PN Twitter Guide Mark II

8/14/2019 PN Twitter Guide Mark II

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The PN Guideto everything Twitter


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What isTwitter?Technically Twitter is a microbloggingplatorm that asks its users to answer onequestion What are you doing? in 140characters or ewer.

n reality it is ar more than that. Despitets simple premise and the strict characterimit, Twitter has developed into a vibrantconversational tool. Those who use itvalue it as a way to share and discussnormation, opinions, news and contentwith a wide-ranging group o ollowers.

At the same time businesses are using it asa way o extending their customer service,keeping interested parties up to date onheir latest news and giving exclusive dealso their Twitter ollowers.

The benets o Twitter are obvious orpersonal use but many companies are alsousing Twitter succesully.

Amongst other things, Twitter can beused to:

Complementexistingcustomerservice

Buildrelationshipsandnetworks

Directpeoplesattentiontogoodthings

Listentowhatpeoplearesayingaboutyou - both good and bad

Respondtocriticismandpraise

Breaknewsfasterthanothersources

Conductsurveys

Helpwithbusinessdevelopment,i your prospects are online

Createabackchannelateventsforinstant eedback

GettingstartedSigning up or an account takes twominutes. Simply visit twitter.com and clickthe Get Started - Join! button. You willthen be asked or a username, your realname and email address. Once these aresupplied, youre ready to start tweeting.

There are several dierent ways to postupdates to your Twitter prole. You doit directly rom the Twitter website, yourmobile or a third-party application. Whilethe unctionality o the Twitter website isquite basic, one o the reasons or its successso ar is that it allows sotware developers tocreate third-party clients, such as Twhirl andTweetdeck, which can be used to rene andextend your Twitter use.

There are also dierent types o update thatyou can make, depending on whether youare talking generally, responding to one ormore people or sending a private message.


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Types oupdate@MentionsTwitter messages can be addressed to apecic person by using the @ symbol

along with their name.

Example:@porternovelliHey!Whatsallhe uss about this Twitter?

You can place the @Name in any part ohe message, such as So @porternovelli

whats new with you? and the intendedrecipient or recipients will still get it. Youcan include as many people as you wanto in your message; just remember that

each @Name takes up part o your 140character limit.

When you send an @Mention, only the

person, or people, you have sent it to willee your message, unless your ollowers

are also ollowing them.

Direct messagesTwitters DM unction sends privatemessages between users. These messagesare sent to the recipients direct messagenbox and are not published to the Twittertream or everyone else to see. You canend a DM to anyone who ollows you

but you cannot send one to a person youollow, unless they also ollow you back.

This is a measure put in place by Twitterto try and prevent users being spammed.

You can create a direct message byplacing a D or d at the beginning o amessage ollowed by a space and thenthe recipients name. There is no needto use the @ symbol, though you can iyou wish. Just dont orget to includethe gap between the d and the name, oryour message will appear in your publictimeline and those o your ollowers.

Example: d porternovelli So can you tell meo the record how to use the DM unction?

Badexample:dporternovellistilltryingtoget the hang o how to DM!

You can also send direct messages via theweb page by clicking on Direct Messagesin the right hand column. This will takeyou to your inbox and you can use thedrop down box to select who you want tosend a message to. The various applicationsalso have easy short-cuts to create DMs.

RetweetsI a riend tweets something you wantto share with your ollowers, you canretweet it. This simply means copyingtheirupdateandputtingRTinfronto it along with their username. You canretweet to share something interestingwith ollowers, or as a avour to theoriginal poster. So i Porter Novelliposts something you want to share, youcouldretweetsomethinglikethis:RT@porternovelli Working on a new blog postaboutsocialmediaandPR.Thoughts?

It is perectly permissible to request a

retweet rom your ollowers but youshould bear in mind that, in order toacilitate easy retweeting, you should keepyour original message pithy; this is so theretweeter can easily include your namein the message without having to edit it.It is also perectly acceptable to request aretweetbyaddingthephrasepleaseRTin your original message. An examplewouldbeRT@PorternovellirevisingPNGuide to Everything Twitter http://bit.ly/VjJpO.Anysuggestions?PlsRT-Thx!

We suggest that you leave 10 - 20characters o space when you composeyourrequest.YoucanevenaddinRT@Name when you drat your tweet tomake sure you have let enough room or

easy retweeting; just remember to delete itbeore you hit Update.

Hash tagsYou might occasionally see the # symbolin some peoples messages ollowed bya string o letters, such as #swinefuor#BGT.Theseallowpeopletotrackconversations around a cultural event,suchasthenalofBritainsGotTalentor the threat o a new pandemic, withoutneeding to ollow everyone taking part intheconversation.Hashtagconversationscan be tracked by using Twitters searchpage or you may see them appear on yourTwitter home page i they are a currenttrending topic.

TrendsAs with any large multi-rangingconversation taking place, there are certaintopics that will be more popular thanothers at any given time. Twitter tracksthese and displays the current top tentrending topics in the right-hand column oyour home page. They are also displayedon its search page. While it is not necessaryor a word or phrase to have a hashtag inront o it to trend, it can help identiy acurrent meme or conversational ad.


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Who seeswhatAny tweet you send out will appear in yourpublic timelines and will be viewable onyour prole page, or example:witter.com/porternovelli, unless your

updates are protected.They will also appearn the timelines o your ollowers, unless youhavesentadirectmessageoran@Reply.

Direct messages can only be read by therecipient and the person who sent it. Forhe sender it will appear under the sent tab

o the Direct Message page. Any@Mentions created will only be visible topeople you ollow i they also ollow theperson you have directed the @Mentiono, unless you dont put the recipients

name rst.

Example: @porternovelli Seems like theevent was a huge success - well done!

Would only be seen by @porternovelli andanyone who ollows both you and them.

Example: Just saw that awesome piece ocoverage @porternovelli, well done!

Would be seen by @porternovelli andeveryone who ollows you.

All public messages are ully searchable.Twitter does allow you to protect yourupdates i you so wish. You can do thisby ticking the Protect my updates tab atthe bottom o the Account tab on theSettings page. Protected updates do not

appear in the public timeline and peoplewill have to request your approval toollow you. Only once you have approvedtheir request, will your updates appear intheir timeline. As Twitter is a highly socialtool, we do not recommend protecting yourupdates, except in special circumstances.Unlike other social networks, such asFacebook, riendship is not automaticallyreciprocal on Twitter. It is entirely possibleor you to ollow people who dont ollowyou and vice versa.

FriendsFriends are people you have chosento ollow. Although a ew users protecttheir updates, meaning you need tosend a request, this does not need tobe reciprocated in order or you to seetheir updates.

FollowersFollowers are people who have chosen toollow you. Again, they can do so even iyou do not reciprocate.

BlockIt is possible to prevent a user rom

receiving your tweets by blocking them.When you block someone, you will stopollowing them and they will be removedrom your ollowers list. They will still beable to see your prole, unless you haveprotected your updates, and they will alsobe inormed that they have been blocked ithey try to ollow you again.


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Gettingmore out

o TwitterAs mentioned previously, you can makeupdates rom your mobile phone; all youneed to do is click on Settings on yourTwitter homepage and then Devices toregister your mobile number. You will begiven a number to which you can sendyour tweets.

you are a Vodaone user in the UK, youcan send your text updates or ree. You canalso receive ree text updates rom selectedriends. To enable this, you need to select theDevices tab under Settings and enter yourmobile phone number to conrm that it is

a Vodaone number. Youll then be texted aconrmation code which you enter on theite and youre all set.

The deault setting is that you dont receiveany notications by text rom your riends,so once enabled you will have to selectwhich o your riends you would like toreceive text updates rom. To do this, visittheir prole (twitter.com/Name/), or yourFollowing page and check the box undertheir name which says Device UpdatesOn. We recommend that less is more inthis instance and that you select those whoupdate sparingly. This is not just becauseVodaone and Twitter have a air usagecondition or this service, but also becausereceiving multiple texts can become

irksome. We also recommend that youmake use o the ability to limit the hoursyou can receive notications. This will saveyou rom waking up to potentially dozenso unread texts.

While Twitter is a basic service, there is awide range o third-party applications andtools that make it easier to manage yourTwitter presence(s) and get more out othe entire experience.

Twhirl (twhirl.org) is a desktop clientwhich enables you to post rom yourdesktop without visiting Twitter. Twhirlis useul because incoming tweets popup in the corner o your screen, so youdont have to actively check or updates.It also allows control o multiple Twitteraccounts. This is useul i you controlseveral company- related accounts ordierent product groups, or example.

Tweetdeck (tweetdeck.com/beta/) isanother popular desktop application thatenables users to group their messages intotopic or group-specic columns, giving a

greater overview o tweets. There are threedeault columns - All Tweets, @Mentionsdirected to you and Direct Messages.Additional columns can be created usingthe group, search and Mentions buttons.The columns automatically update,making it easier to track all relevantmessages. Tweetdeck can also integratewith your Facebook account, enablingyou to make simultaneous updates to bothplatorms i you so wish. It also makes itvery simple to upload and share imagesvia Twitpic without having to leave itsdesktop dashboard.

Seesmic Desktop (desktop.seesmic.com)also has this unctionality but goes onestep urther and lets you see Facebook

comments, like updates, view Facebookphotos and more. It also has multipleaccount management abilities and enablesthe easy sharing o images using Twitpic. Itpromises that video support is on the way.

There is a multitude o applications thatwill enable remote access to Twitter, suchas Tweetie or the iPhone and TwitterberryforBlackberryusers.Youcanalsovisitthemobile version o Twitter at m.twitter.com,although some mobile users recommendDabr. Dabr.co.uk mirrors the unctionalityo the Twitter web page and also allowsyou to set up keyword searches.

Twittereed (twittereed.com) is a useultool i you wish to use Twitter to promotecontent that is being published elsewhere,such as the company newsroom or blog.It can be congured to tweet account

updatesautomaticallyfromanyRSSfeedyou choose to share.

Tweetlater (tweetlater.com) allows youto set up tweets and queue them upor publication at a specic time. Thisis useul i you wish to break news onTwitter but keep to an embargoed time.Tweetlater can also be set up to ollowautomatically anybody who choosesto ollow you. I your Twitter accountproves to be popular, this can save lots oadministration time.

It is also possible to set up auto-Mentions andauto-DMs using Tweetlater, as well as to optout o receiving auto-DMs rom other users.Visit twitter.com/optmeout or instructions.

There are several tools that will givecomparable statistics on your Twitterusages; Mr Tweet(mrtweet.net) does this,as well as recommending good people oryou to ollow and other relevant users.


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Overviewo tools

Tweetdeck Seesmic Twhirl Tweetlater WebInterface Dabr MrTweet Twitterholic Twitterfeed Twittercounter

Twilert Twitpic Twitalyzer

StatsKeywordsearch

Keywordalerts

ProfleView

ShortURL

Simultaneousmultiple

accounts

Photos

Followrecommendations

Grouping

Buzz

Monito

r

Facebook

Updates

Auto-ollow

RSS

ScheduleTw

eets

RSSt

oTw

eet

Other web sites that provide statisticsand rankings are Twittercountertwittercounter.com/), Twitterholictwitterholic.com/) and Twitalyzertwitalyzer.com/).

One o the biggest benets o Twitter ishe ability to listen to the real thoughts

and opinions o real people. Twittersown search unctionality (search.twitter.com) can be used to identiy basic levels oentiment as well as nd relevant results

or your search terms.

Twilert (twilert.com) provides updates by

email on your chosen keywords. WhileTwitter is a text-only medium, you canhare images by using Twitpic (twitpic.

com), which posts pictures to Twitter,viaashortenedURL.Peoplecanthencomment on your pictures. Uploads can bedone directly on the Twitpic web site or byemailing rom a phone. Several third-partyapplications, such as Twhirl, also supportTwitpic unctionality.

Another useul tool is Twitpoll (twitpoll.com) which is a un way o gettingnapshot opinions rom your ollowers. your poll is interesting enough, it might

get retweeted to a wider audience.


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Digital communications channelshave come into their own. Morepeople than ever beore aresharing their thoughts, opinionsand experiences on an increasingnumber o platorms.

Despite this not all that much has changed.

The conversation hasnt changed. Justbecause we can now hear what ourcustomers are saying about our customerservice or their experience o our branddoesnt mean that they werent talkingabout it beore. They were. All that haschanged is that we can now hear them.This is both an opportunity and threat.

What has changed is the sheer size o theconversation. This is the challenge weace. It can be dicult to know where to

start listening. It is hard to work out towhom we should pay attention or whomwe might reasonably ignore. And knowinghow best to respond once youve startedlistening can be even trickier.

Porter Novelli has developed a simpleour step strategy that takes clients romlistening, to responding through to theninfuencing and enlisting the onlineinfuencers who really make a dierence totheir online conversation.

Our strategy is supported by proprietarytools that identiy which are the mostimportant web sites, blogs and Twitter userswithin a given group or area o debate.

We know how to approach and workwith these users because we are those

users. We are bloggers, and reviewers, andtwitterers. We are members o every socialnetwork you have heard o and all thosethat you havent.

Top tips Ashortusernameisbetterasthismakesit

easier or people to retweet your messages

Makesureyouhaveabioasthishelpspeople to decide whether to ollow you- or not

Makesureyouhavearelevantpicture- a company logo works or corporateaccounts; or a personal account, a closelycropped image o your ace is best

Whereapplicable,youshouldincludeyour company details in your bio

Alwaysusedisclosurewhereappropriate - example: I think PorterNovelliisthebestPRAgencyever!(disclosure - I work or Porter Novelli)

UseaURL-shorteningservicetotamelengthy links - such as tinyurl.com or bit.ly

Dontjustpromoteyourownstuff

Dontexpectimmediateresults

Youdonthavetoreadorreplytoeverysingle tweet

RememberthateveryoneusesTwitterina dierent way and or a dierent reason

Usingauto-mentionandauto-DMtoolsis rowned upon as they are impersonaland increasingly employed by spammers


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Listen:

SocialMediaChecklist KeywordPlanning&Analysis OnlineInuencerIdentication BloggerEvaluation SocialMediaMonitoring

Respond:

SocialMediaCustomerRelations ResponsePolicy&Training SocialMediaPolicy&Training Guestblogging

OnlineCrisis&IssuesPlanning/Training

Infuencer:

BloggingServices OnlineInuencerEngagement Seeding,Distribution&LinkBuilding Emaillist/NewsletterManagement

Enlist Services:

CommunityRelations Employee&InternalRelations CustomerAdvocacyProgrammes

Our digitalservices

include:


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For urther inormation about

Porter Novelli or our digitalcapabilities, please contact:

Mary BakerDirector, Porter [email protected]+44 (0)20 7853 2209 direct line+44 (0) 7720 277139 mobile+44 (0)20 7853 2222 switchboard

Kerry GaffneyVP, Digital [email protected]+44 (0)20 7853 2248 direct line+44 (0) 7720 277169 mobile+44 (0)20 7853 2222 switchboardTwitter.com/kerrymg

PN Twitter Guide Mark II

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