1. The Twitter deck no one saw­because it might have been too
much information to share
Strategy ­ Be sure to measure KPI’s
It would be easy to measure the possible ROI outcomes and say that perhaps Twitter was
not worth it, but if you were able to measure the number of leads, calls, mentions
etc…then it would be worth it.
KPI’s?
What to measure?
1. Post count – the number of times you’ve tweeted in a given time frame
2. Replies – the number of times another person’s tweet has started with @username
in a given time frame
3. Retweets – The number of times you’re tweets have been “retweeted” in a given
time frame
4. Mentions – the number of times your username was included in a tweet (but
wasn’t considered a reply)
5. Friends & followers
You should look beyond these general KPIs and also look for the
following:
1. What tweets received the most attention? What can you learn from those tweets?
Were they related to a contest or a particular subject? You can use a service like
TweetEffect to determine which tweets cause you to gain or lose followers.
2. Are Twitter users mentioning your business name without using your Twitter
account? Are they aware that you even exist on Twitter?
3. Use a service like Trendistic to look for trends of product names and keywords
4. Overall sentiment in replies to your Twitter account
5. What day and time of day were your tweets most effective (with regards to
replies, retweets and URL clicks)?

2. A list of Twitter 22 tracking tools
Influence Sentime
Trend Time
rs nt Locatio
Twitter Tool Service Analysi Sensitiv
Popularit Mention n
s e
y s
Shows what
people are
Haop.in x x x
twittering about
in major cities
Provides
analytic reports
and indexing
Hashtags features to x x
allow users to
track what’s
happening now
Tracks the
impact of
opinions, links
Klout and x x
recommendatio
ns across your
social graph
Tracks what is
Retweetist x
being retweeted
Offers
sentiment
analysis, based
Thummit x x
on
conversations
on Twitter
ThunderNimb Monitors and
x x x
le manages

3. mentions of
your products,
services, brands
in social media
Keeps track of
conversations
that mention
you, your
products or
Tweetbeep company, etc x x
with hourly
updates; tracks
who’s tweeting
your website or
blog
Tracks links
Tweetburner shared on x x
Twitter
Aggregates
links on Twitter
to determine
most popular
links; Analyses
links that
people have
Tweetmeme x x
tweeted,
organising and
categorising
them –
delivering
streams of the
most popular
Allows you to
set up an alert
to be emailed
TweetScan every time x x
there are tweets
matching your
keywords
Allows you to
TweetGrid search for x x x
different topics,

4. events,
converstations,
hashtags,
phrases, people,
groups, etc in
real­time;
Automatically
updates the grid
Evaluates
Twitter user
activity; reports
on relative
influence,
Twitalyzer x
signal­to­noise
ratio,
generosity,
velocity, clout,
etc
Shows you
aggregated data
about what
Twist x x
people are
saying in
Twitter
Crawls
hundreds of
tweets every
minute and
Twitscoop extracts the x x x
words which
are mentioned
more often than
usual
Distinguishes
negative from
positive tweets
Twitrratr x
surrounding a
brand, product,
person or topic
Shows most
Twitstat popular words x x
of the last 500

5. tweets; Gives
automatic
hourly updates
of the Top 10
Helps users
find meaningful
connections;
TwitterFriend
shows a tag x x x
s
cloud of
meaningful
contacts
Ranks top
Twitter
TwitterGrader influencers x x
overall and by
location
Tracks which
Twitterholic Twit has the x
most followers
Filters Tweets
TwitterLocal x
by location
Attempts to
quantify a
Twitter user by
Twitterank x
analyzing their
incoming
@replies
Provides a
quick, real­time
view of what
people are
talking about
on Twitter.
Twitturly x x
Tracks and
ranks what
URLs people
are talking
about on
Twitter

6. Strategy­ Keep it simple. One hour a day.
Remember that though Twitter is all about “real time” data, that doesn’t mean that you
have to be “on it” all the time. You could tweet 3­5 times a day and manage it the first
thing in the morning, mid­day, and before you leave for the evening.
Some last minute tools and tactics
Tactic #11 Be sure to set up Google alerts for tracking purposes
Tool #10 GeoFollow – Large location based Twitter Directory, find and follow by city,
state, zip or tags.
Tool #11 Trendsmap – Real­time mapping of Twitter trends across the world.
Tool #12 LocaFollow – Search by location & follow (allows bulk follow) LocaFollowis
powered by Google so results are shown in the same order that Google shows it. Those
Twitter pages that are better SEO optimized will appear on the top.
Tool #13 TPS – the Tweet Positioning System, is a geo­location filter for conversations
and mentions on Twitter.
Tool #14 GeoTwitTrends – Shows real­time trending topics happening in specific
places.
Tool #15 GeoChirp ­ Set the location and then search for tweets based on keywords.
All results from that location would be displayed.
Tool #16 Twittori – Allows you to follow places in a similar way than you are used to
following users on Twitter as well as attach your tweets to a specific location.
Tool #17 TweetMondo ­ Shows Twitter users that have either registered in
Tweetmondo.com or were crawled by their crawler and filtered by location.
Tactic #12 Follow the right people. Do celebrities bring value to you and your business?
Tactic #13 You don’t have to follow everyone and …*Don’t be miffed if they don’t
follow you back

7. Rules of the road
1. Don’t pimp too much
Pardon the vernacular, but subtlety give Twitter users your features and benefits. Let
them know about special deals. A good rule of thumb to determine whether a tweet is
user­friendly or brand vanity is to ask yourself, “If I didn’t work here, would I care about
this
2. dont Use Por Gramar or Speling
Write words out in their entirety, don’t use confusing abbreviations or too many of them,
make sure punctuation is clean and try to keep “lol’s and emoticons to a minimum.
3. TMI is just that­too much information
Keep your conversations warm but professional; it’s what users expect from a brand
ambassador, and anything else comes off as creepy.
4. Auto­Tweet­I hate it and so should you.
It’s OK to set up tweets to roll out while you’re away from your desk, but think long and
hard before you automate an entire feed to stream into your Twitter account. Users can
smell a bot from miles away, and the point of Twitter is to be personally engaging more

8. than blatantly promotional. Also, this might go without saying for the tech­savvy
marketers among us, but don’t automatically DM new followers; it’s seen as spam. It’s a
huge pet peeve of mine.
5. Finish the Conversation if there is one­What are you
waiting for?
If you’re carrying on a series of @replies, don’t wait a day or two between messages.
Users will want a reply within a few hours. If you wait longer, they may have already
forgotten what you were talking about.
6. There is no success in excess
If you’re using Twitter as a 24/7, one­way broadcast system, you’re not having a
conversation — you might be just “shouting” at your followers. Whichever method you
choose, make sure you’re not tweeting too often and flooding your followers’ timelines.
7. Do Shout Outs to Users Who Mention You
Especially if that mention is favorable, don’t be shy about tweeting thanks, tips or
promotions to someone who’s shown your brand some Twitter love. Pay it forward, it
works!

9. 8. Fish where the Fish Are­Don’t fish where the
fishermen are…
Let’s be honest: Not every brand needs to be on Twitter. Every brand should be
monitoring Twitter but not every company’s customers are going to be on this site or be
open to being contacted this way. If your brand has an older demographic, or if your
product is of a more sensitive nature, you might want to be a silent observer of this
ecosystem rather than an active participant.