Anatomy of Twitter - Establishing Yourself

Anatomy of a
Twitter Account
15 steps to optimize your prole

Presented by:
Julio Fernandez ~ @SocialJulio
VP Enterprise Search & Social SEO
www.GlobalStrategies.com 1

www.GlobalStrategies.com

Presentation to WOMMA.org

• Twitter Basics
• Social Listening
• Identifying Inuencers
• Engaging the Community
• Message Distribution
• Reputation Management
• Action: Optimize your Prole,
help Google nd you!
2


Twitter Basics
More than “Geeks”
@aplusk 1,827,199 followers
@BarackObama 1,206,284 followers
@Oprah 1,095,704
@The_Real_Shaq 1,028,347 followers
@NYTimes 898,295 followers
@RickSanchezCNN 90,088 followers
@2DrinksBehind, 3,834 followers

Users
• 4 to 5 million users (Nov. 2008) Current estimates: 31 million
• After the “Oprah effect”, 43% lift. 17 million users (May 2009)
• 5 to 10 thousand new accounts per day
• Average number of followers is 70
• 35% of Twitter users have 10 or fewer followers
• 9% of Twitter users follow no one at all
• Top users tend to have more followers than the number of people they follow
• Bottom users tend to follow more people than follow them
• 0.6% of all Twitter users have more than 1,000 followers SOURCE: Twitter & HubSpot Twitter
Grader, which has information on over
500,000 Twitter proles.
3


Twitter Basics
Prole
• 80% added a bio to their prole
• 63% have uploaded a photo to their prole

Top 5 “locations”
• London, USA, San Francisco, New York, Chicago

Tweet Stats
• 30% decrease in activity over the weekend.
• Wed & Thur are the most popular days of the week to Tweet
• Trafc to Twitter.com has grown over 800% in the past 12 months (Compete.com)
Does not include phones or Twitter clients.

• After the Oprah's show, Hitwise reported a 43 percent spike over the previous Friday.
Though much of that critical mass could be attributed to Ashton Kutcher’s and CNN’s
publicity stunt race to a million followers, 37 percent of visitors to Twitter were new on
Friday.

SOURCE: Twitter, Hitwise &
HubSpot Twitter Grader, which
has information on over 500,000
Twitter proles. 4


Hudson River Twitter photo

5


Twitter ~ Social Listening
http://search.twitter.com
• Real time feed about your brand and related topics
• Track keywords related to your brand
• Understand how the community talks about you or
competitors
• Identify trends of
positive or negative
conversation early
• Understand the
language and tone
the community uses

6


Search by “Rank”
http://twithority.com

7


Twitter “keyword cloud”
http://tweetcloud.com

8


Wefollow Directory
http://wefollow.com

9


Twitter ~ Identifying Inuencers

• Identify individuals talking about your brand or related topics
• Determine their authority
• ReTweets?
• # of followers?
• Are they afliated with other channels – a blog linked
from their prole, for example?
• Engage the user if possible on the conversations they initiate
or participate in
• Develop credibility to raise the odds that inuencers will help
spread your message

10


Twitter ~ Engage the Community

• Engage in conversations that you identify as related to
your brand or product
• Answer questions that you see if you are able to
• If you need to nd the answer, let them know you heard the
question and will go nd the answer
• Make statements of agreement when community members
make a good point
• Allow personality into your accounts
• Let the other users know that it’s a real person
• Effective to allow some personality messaging alongside
brand / product-driven messaging
11


Twitter ~ Message Distribution

• Once you have people “following” your Twitter account,
they can help you distribute your messages
• Cross post from other publishing channels
• Announce blog posts
• Announce new videos
• Announce news articles, etc.
• Other users can “ReTweet” and pass along content into their
social networks – this expands the “reach” of the message
• The more often you present valuable content, the more
often your users will push your messages out further

12


Twitter ~ Reputation Management

• Identify threats to your brand
• Respond quickly
• Engage with respect
• Provide information
• Establish what the account owner should /
shouldn’t respond to
• Establish a chain of command if the account
owner is unsure of response strategy
13


Twitter ~ Must Proved Value

• Be a user – a member of the community,
not an exploiter
• To attract worthwhile followers you must
provide value
• Quality over quantity (though quantity is
nice & will help you with some tools)
• Followers who value your engagement will
be your advocates within Twitter

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Brands & People!

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Brands & People!

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Brands & People!

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Brands & People!

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Brands & People!

19


Anatomy of
@Ford
Twitter Account

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Learn from @Ford

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Twitter Account Optimization
1. Twitter Handle
Optimize your user name
• Related to brand / product
• Short, easy to read
• Avoid underscores ( _ ) and numbers
• Understand what happens if you change your handle

22


2. Prole Photo
Choose a good photo
• Preferably a picture of
a person, perhaps with a
logo superimposed over the corner
• If there are multiple branded accounts, link them by using
same logo, border design, and / or photo style for each
• If the picture is just a corporate logo it is too impersonal
and gives no information about the personality manning the
account – Twitter is a social tool
23


3. Name
Name, different than your
user name
• This is the actual name of the
person using the account
• You can make the handle a
branded or product name and use the person’s
rst and last name here
• Use full name with spaces; add corporate info or job title
• Google indexes this information
24


4. Location
Don’t leave it blank
• Use a city or something else
relevant if you can
• Integrates with Brightkite.com
and other services to
automatically change location as you travel

25


5. Website
Link to your site
• You should link to your Web
site, or to a specic page
related to the objectives of
this account
• Use a personalized tracking URL (http://cli.gs or http://bit.ly)
to track the number of clicks from your Twitter bio
6. Bio
• Use all the space to describe the person, their position, as
well as the brand / product / organization 26


7. Following
You must interact with people
• Search for people using your
keywords and follow them
• Don’t auto-follow – you may
end up following spam accounts
• Don’t auto-reply – anything too generic or automated will
reduce your authority and you’ll lose followers
• Welcome followers if you have the time

27


8. Followers
# of followers is not equal
to authority
• Authority and trust are not
related to the number of
followers you have
• Offer value to your followers through your messages
• Valuable messages will be pushed out further into the
community through “ReTweets”
• Participate in ongoing conversations
28


9. Updates
Send out regular updates
• At least 3 posts per week is a
good minimum, offer
information regularly
• Correct frequency depends
on the account, your goals, your target audience, and the
information you’re sharing
• It’s OK to Tweet more at rst – you need to practice
messaging in 140 characters, and users will see you’ve been
using the tool on your prole 29


10. Favorites
“Favorite” the things you like
• You can “favorite” a Tweet that
you like by clicking on the outline
of a star next to the message
• Easy way to archive messages
to nd later
• Other users can see what your marked – good way to let
others know what this account is all about, by “favoriting”
messages related to your brand, product, & social goals
30


11. Actions / Direct Messages / Block
A “DM” is a private message
• Direct Messages (DMs) are
private messages from
one user to another
• DMs do not go into the
public cloud
• To send a DM, the user has to follow you
• Users can also “Block” one another, then they cannot
follow or DM your account
31


12. Background
Optimize the screen
behind your prole
• You can upload images or have a
designer create a custom image
that ts the screen area exactly
• Background can have text giving
more information about you /
your brand – but it can’t be copied, pasted, clicked-on
• Same way you have a style guide for your Web site, you
should have a style guide for corporate Twitter accounts
32


13. About
Information about
the posted message
• When the message was posted
• Twitter is a global tool, remember
that your AM is someone else’s PM
• A permanent URL to link to
the specic message
• As Twitter messages stream through time this is the only
way to link directly and permanently to a message after it
passes through your screen
33


14. Twitter Client
How was the message sent
• This appears next to
the “About” information
for each message
• Tells you what tool was used
to send the message, test
different tools as they have
different features
• Visit http://twitter.com/downloads and
http://twitter.pbworks.com/Apps 34


15. The Message
What you are saying
• Optimize with keywords
• Each message should be able
to stand alone and make
sense to a new reader today
and in a month.
• Messages should use hash tags (#tag) for relevant internal
Twitter searches/trends/themes (http://tagal.us)
• Use personalized tracking URLs (http://cli.gs or http://bit.ly)
to see useful metrics 35


Next Steps
• Follow @SocialJulio
VP Enterprise Search & Social SEO
• Twitter addict for over 2 years Julio Fernandez

• Visit our Web site: www.GlobalStrategies.com

• Twitter: http://twitter.com/SocialJulio

Thank You!

36

Anatomy of Twitter - Establishing Yourself

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