Slides for Chapter 6, Part C of Web 2.0 and Social Media for Business: Business in a Connected World 3rd Edition, 2016 Dr. Roger McHaney, Dr. David Sachs http://bookboon.com/en/web-2-0-and-social-media-for-business-ebook

1. Web 2.0 and Social Media
Business in a Connected World
© McHaney and Sachs 2016
Twitter

2. Searches use a
variety of tools
provided by Twitter
and third-party
organizations
Example Results from
Twitter’s Search Page
Twitter Searches

3. http://twitter.com/search
Using Twitter’s Search Page

4. www.tweetdeck.com
Uses Firefox or Chrome
Create an Account
Track and Organize Tweets
Twitter’s TweetDeck

5. Twitter TweetDeck Example

6. Video
Using Twitter’s TweetDeck Video on YouTube

7. Other Tweet Searches
Tweets Are Public
Twitter communication is public so Tweets are
available to everyone.
Default Search on Twitter
Twitter’s default search only extends a couple of
weeks back in time.
Extending Search Capability
A wide variety of third-party applications
have emerged to provide additional search
capabilities and interface with business
intelligence tools.
Trimming
Competition is fierce and new search applications
appear regularly.

8. Compiled by Jeong-Ah Lee, Kansas State University
Examples of Other Tweet Searches

9. Backtweets
Popular Tweet Search

10. Follow
Me!
Managing Followers
Complex Networks
Networks formed with Twitter can be extremely complex with large
numbers of people who follow and stop following for a variety of reasons
(called ‘unfollow’ in Twitter lingo).
Follower Pools
The pool of followers can be a latent
resource bringing a wealth of knowledge
and other benefits.
Wise Twitter User
A wise business Twitter user can find
ways to become better acquainted
with his or her follower base, to
target new followers, and, to follow
key players in strategically relevant
areas.

11. A business should use a follower management tool. These tools enable a user to
classify her or his followers, watch trends that might include people that become
followers (or stop following), and, to find new connections. Tools that help with this
include http://unfollowers.me and FindUnfollow (a mobile app)
Management Tools for Followers

12. Can help with discovering:
New followers
Recent unfollowers
Users not following back
Followers that the current account
holder does not follow back
Knowing this information can help
provide a mechanism for ensuring
that key followers do not slip away
unnoticed, and so new followers can
be contacted and better integrated if
desired.
Find Unfollowers Mobile App

13. Users tend to seek easy
methods to build their
follower base. According to
TwitterCounter.com (in July,
2016), celebrity singer Katy
Perry has the most followers
with teen idol, Justin Bieber,
in second. Taylor Swift and
Barack Obama are not too
far behind.
More Followers

14. Follower Tools
Tools appeared that promise to quickly add followers to subscribers’
accounts. Many took the form of mass follow bots which attempted to
automate the follower-acquisition process.
Problem Tools Related to Twitter
Less Reputable Services
Less reputable services would create fake users and make
these followers of subscriber accounts. Other tools appeared
which would automatically follow back any follower.
Hashtag Services
Users began placing a #followback, #teamautofollow, or
#teamfollowback hashtag in their message to indicate
they would follow anyone who followed them.
Little Customer Interaction Value
Had the effect of creating large numbers of followers
with little or no value----not potential customers or
business partners.

15. Auto Follow Concepts
The auto follow had previously enabled “an immediate and
programmatic means of following another user back after they follow
you.”
Auto Follow
Twitter Disabled Auto Follow
Twitter removed it to stop large numbers of followers from
being automatically generated. Twitter also removed the
auto follow back functionality from its API and stopped third
party applications from providing that service.
Better Ways to Get Followers
With the programmatic features gone, the
primary ways of acquiring followers become:
to follow other users (including your
followers); to publicize a Twitter handle, and to
write clever, timely tweets likely to be
retweeted.

16. Leslie Walker suggests:
1) Start following. Find others with shared interests and hope that they
return the favor and follow back.
2) Create a complete and compelling Twitter profile. This will put others at
ease and help them identify reasons for wanting to follow.
3) Follow those who have followed your account. Many users appreciate
the engagement and will remain as a follower longer.
4) Tweet regularly. This will keep an audience engaged and provide more
notice.
5) Ensure that tweet content is relevant, timely and contains recognizable
hashtags. Again, good content makes a world of difference in Twitter.
Good Ways to Get Legitimate Followers

17. Follow Friday
Tradition
Tradition on Twitter which can result in more
followers.
Hashtag
The idea is to send tweets on Fridays with the hashtag
#ff or #followfriday.
Getting Good Introductions
Tweets are meant to help followers identify new
people that they in turn may wish to follow.
Friendly Gesture of Welcome
Being mentioned in a #ff tweet is considered a friendly
gesture.

18. To create a #ff tweet, a list of Twitter handles is inserted
into the message followed by the hashtag. Sometimes a
short message is also inserted. The recipients of that
tweet, trusting its source, may choose to follow the list of
names provided.
Examples of #FF
Example 2:
Welcome newbies @mchaney @edutech @susanb #ff
Example 1:
@mchaney @edutech @susanb #ff

19. In situations where important, mission
critical information can be learned by
mining tweets, a business might want
to use more sophisticated search
tools. Business analysis of Twitter is
truly in its early stages and the
available tools have not yet fully
matured. However, advances are
being made.
Twitter Analytics

20. Twitter Analytics Limitations and Potential
Time and Number
Searches limited by time and number of Tweets accessible at any given
time.
Disorganization
Vast unorganized volume of Tweets has been generated since
2006.
Library of Congress
In April 2010, Twitter donated public
Tweet archive to U.S. Library of Congress.
Every public Tweet will be preserved and
eventually made available to public
Grass Roots History
Historic donation removes social responsibility from
Twitter and enables rich, grass-roots level history,
generated as people lived through events

21. Mission critical
information may be
discovered by mining
Tweets. Business
needs sophisticated
search tools.
http://www.tweetarchivist.com
Mission Critical Twitter Use

22.  Ability to understand more about Tweets.
 Tweet Volume, Top Tweeters, Number of
ReTweets, Top Words, Top URLs and the
source of Tweets are all summarized
 Discovering social chatter source
 Allows businesses to understand more
about clients, potential markets, and
competitors
 Information regarding business
opportunities, quality management efforts,
and general improvement is provided
Services Provided by TweetArchivist

23. • Some organizations that need to analyze
older (this may mean only a few months!)
Twitter content and cannot wait for the
Library of Congress
• Twitter’s full data feed, called its Firehose,
provides all Tweets being sent through
Twitter
• Gnip currently provides access to Twitter’s
data streams and dozens of other social
media feeds
• Gnip is an authorized reseller of Twitter data.
• Gnip extracts the subset relating to a
particular firm, its products, and other
interests
Some Businesses Can’t Wait

24. Gnip: High End Twitter Services

25. Businesses use Twitter for a variety of purposes: from marketing to
customer service to product development. Twitter can be powerful for new
companies and can result in the quick dissemination of information.
Twitter Business Suggestions

26. From: Jill Duffy;
Using Twitter
Be sure to define the business purpose for using
Twitter.
Be sure to assign the correct tweeters (knowledgeable,
good listeners and trustworthy).
Develop a voice.
Follow the right people.
Have a business-appropriate sense of humor.
https://twitter.com/jilleduffy

27. Best Practices From Twitter’s Website

28. Twitter Changed Mobile Communication
Twitter transformed the way people communicate using their mobile
devices and the Internet.
Chapter 6 Summary
New Way to Reach Stakeholders
Users construct and send Tweets to a group of followers.
Business Intelligence Source Material
These short messages can be collected by third party software and content
analyzed to provide business intelligence. Twitter also provides services for
data mining its tweet streams. As a result, a support industry has grown up
around Twitter to provide data analytics, follower management support,
strategies for increasing the impact of tweets and many other functions.
Here to Stay (For Now!)
Love it or hate it, Twitter is one of the most important changes to impact
business in recent years.

29. Contact: Roger McHaney, Kansas State University, mchaney@ksu.edu