1.
A Conversation about Twitter
in 140 characters or less
to tweet or not to tweet
Part Four: Seven strategies and tactics

2.
Does this Twitter thing
come with a handbook?
Meet Twitter Tom

3.
Sorry there’s no
handbook, but there are
7 key strategies and
tactics you can follow
Meet Twitter Tina

4.
1) Develop your Twitter strategy by
evaluating what are you trying to
accomplish? Why are you using
Twitter?

5.
A strategy? Why am I using Twitter?!
Didn’t you just explain how Twitter
could be used for everything?

6.
Yes, but “Strategy without tactics is
the slowest route to victory. Tactics
without strategy is the noise before
defeat”
see source

7.
So, think about what conversations
you want to have? And what do you
want to happen as a result of those
conversations?

8.
Well, I could potentially use it for PR,
customer service, recruiting,
research...but what if I don’t know
yet?

9.
You can monitor other similar
companies or other successful people
and brands on Twitter to get a flavor
for what you want to do

10.
For business, I would recommend an
initial plan that covers things like
content, guidelines, who’s
responsible .. oh, & synchronization

11.
Synchronization of what?

12.
2) That’s my second point.
Synchronize Twitter to
compliment or amplify your online
presence, marketing efforts, or
current initiatives

13.
So my tweets can be an extension of
what I am already doing with a
campaign or project?

14.
Yes, for example Nike tweeted about
its Human Race
read more

15.
OK... but can you be more specific
about what to synchronize?

16.
It’s simple, tweet about content that’s
posted elsewhere; updates to your
website, new product launches,
events that you are promoting, etc.

17.
Twitter should also be integrated
with your other social media
channels, websites, or emails to make
your messages connected &
consistent

18.
That sounds good, but can you give
me some examples?

19.
Sure, you can show your Twitter feed
on your blog, you can have your
Twitter feed update your Facebook
fan page or LinkedIn group, & more...

20.
So it’s like another prominent channel
to share meaningful marketing
messages?

21.
Yes, it can be used by marketing but
it’s a 2-way marketing communication
effort since there is someone to
connect and converse with

22.
3) So, be human! Your company is
made up of people, real people. Let
your tweeters be real people

23.
What if I want to keep business
separate from personal?

24.
Twitter often tends to be a blend of
both, but you can still have separate
channels for your company and your
personal use
read more

25.
However, your company Twitter
account should still include a
personal touch
read more

26.
Other people will respond and
embrace you if you are REAL and not
some business robot

27.
@Tina @Tom That is so true!
#sweetpresentation

28.
So who should tweet for my
company? Me?

29.
Anyone you trust to accurately
represent your company voice

30.
If you want people to actually tweet
make sure your guidelines include
what to do, not just
what not to do
read more

31.
4) Really listen to customer
conversations

32.
Your company is likely being
discussed. Find your customers
talking about you and hear them out!

33.
Is there a way I can automatically
address tweets about my company or
a topic?

34.
Yes, but with Twitter, like I said
earlier, the personal responses and
the real conversations are what make
it so valuable

35.
Although it’s tempting to use
automated responses to save time,
listening & responding helps create
true customer relationships

36.
Customers are stunned when they
find out a company listens, which
takes me to my next point ...
see example

37.
5) Reciprocate by responding,
asking questions, and having dialogue,
with your customers...to start the
conversation!

38.
Should I be responding to both
positive and negative tweets about
my company?

39.
Yes, you can re-tweet and show you
appreciate a twitterer’s praise or
inquire and discuss issues from
negative tweets

40.
Why would I want to address
complaints or negative feedback?

41.
By addressing complaints you show
that you actually care and you may
find problems you didn’t even know
you had!

42.
Conversations online are already
happening. People are talking about
you or your company, so be
proactive; let people know you care!
read more

43.
I worry about losing control

44.
The only way you can influence these
conversations is by participating in
them and a quick response can
mitigate viral negativity
read more

45.
One comment can be the start of a
positive, fruitful conversation. One
conversation can be the start of a
fruitful relationship

46.
Actually doing something with
feedback & using it to improve your
business tells people you are serious
about your relationship with them

47.
6) Connect online with
influencers and powerful voices
relevant to your industry to leverage
the power of WOM
see popular twitterers

48.
WOM? What’s WOM?

49.
WOM is word of mouth. With all the
noise around us, we tend to trust
WOM much more than company
advertising
read more

50.
Well, how do I find these influencers
to share my “WOM” messages?

51.
You can find influencers by typing
keywords that are related to your
business directly into the Twitter
search box
find more

52.
And you can determine how
influential they are by evaluating the
quantity and quality of their followers

53.
7) Finally, connect offline by
turning a Twitter conversation into a
strong friendship or business
relationship by meeting in person!

54.
Oh Boy! What have I gotten
myself into?

55.
Twitter is a social platform, but it’s up
to you to ensure your relationships
go beyond just a few tweets

56.
Do I have to “meetup” or “tweetup”
with anyone?

57.
No, but turning online conversations
into offline meetings can strengthen
your relationships with tweeple!
read more

58.
This sounds like a lot of time
and a lot of work!

59.
You can spend as much, or as little
time as you want. One connection
or one meeting could change your
career or business

60.
All in all, it seems like Twitter requires a
lot of giving: giving insights, useful links,
wisdom, and even personal time

61.
Yes, but the more quality and quantity
you give, the more you get in
return...return in followers instantly
and new relationships later

62.
Because it can require some time,
Twitter is best when used with other
handy tools that simplify and enhance
your experience

63.
Twitter Tools?
There’s more tools to use? Like what?

64.
There are hundreds of helpful Twitter
tools that help you manage and do
more with all this; let’s discuss this at
our next tweet-up!

65.
@Tina @Tom
Sweet, I’ll be there too!

66.
5 PART Twitter educational series by the team at:
ALL RIGHTS RESERVED
contact us for your business use
Authors
@jeffdance
@syamaguchi
@brentdance
@joshdance
FreshConsulting.com | 877-563-7374