Ch 11 Microblogging

1. Chapter 11:
Microblogging
Marykate Cabactulan, Caitlin Goerlich,
Adma Ortega, Marco Recchia

2. Learning Objectives
After completing this chapter, students will be able to:
Define microblogging
Describe a brief history of microblogging
Identify different uses for microblogging
Explain the benefits of marketing with social networks
Describe ways to build brands with Twitter
Summarize how to create an effect Twitter channel

3. DEFINITION
Microblogging is a form of blogging, with the main
difference being significant limits on the length of posts,
typically consisting of short sentences and links.

4. AKA
MESSAGES ARE SUPPOSED TO BE SHORT
(SUCH AS 140 CHARACTERS)

5. The earliest ancestors of microblogs, referred to as “tumblelogs,” were first
described in 2005
Twitter launched in 2006
As of July 2011, Twitter has over 333 million accounts
Social networking sites, such as Facebook, LinkedIn, Google Buzz, and Yahoo
Pulse, have a microblogging aspect in the form of status updates
Microblogging has evolved into an important source of news and citizen

6. Popular Microblogging Sites, as of December 2011
*Alexa Global Traffic Rank estimates a site’s popularity, with traffic data from Alexa Toolbar users and other
diverse traffic sources, using an ascending scale where 1 represents the highest traffic rank.
**Google Page Rank uses the number and quality of links to a web page to determine its relative importance,
using a scale of 0-10, with 10 indicating the highest rank and 0 the lowest.
Table 11.1

7. Different Uses for Microblogging
● Microblogging can be used for self promotion
● Helps users blog in shorter terms
● Connects other micro blogger uses to each other by using hashtags
● Connects micro bloggers with major companies for marketing purposes
● Microblogging can be used as quick, real time news updates

8. Tips for Brand Building with Twitter
Search to gather information - start using Twitter by looking up the brand’s
name, the competition, and what is being said about each. Use hashtags (#)!
Know the audience - with its easily searched database of faces attached to
personal interests and hobbies, provides an optimal arena to study and
develop different user personas. But remember, this is only a percentage of
the population. Not everyone is on Twitter or other microblogs.
Customize the profile page - a good profile page will help to develop a solid
following (select a good avatar, background, use descriptive words in
description).
Tweet content - the best content is “interesting, fun, and valuable.”

11. Build a Twitter Following
Some strategies to gain Twitter followers quickly:
Mass follow strategy in which one follow lots of other profiles and hope they
decide to follow back.
Equal ratio strategy is to keep the profile’s following and follower counts as
close to equal as possible. (ex. Kolby Gray follows 29.4k and has 28.1k
followers)
Targeted follow strategy is when you first search for and follow a few profiles
who have similar interests. Make some mentions to increase the chances of
being followed back, and then choose which of your followers to follow back.

12. Activity
Take out a piece of paper or use a Word Document.
List the Top 10 accounts you think has the most twitter
followers and how many followers you think they have. (Hint:
#1 has about 77.5 million)
Who did you pick and why?

13. Activity (Answers [According to Twitter Counter])
Why do you think Katy Perry has the most? Looking at the ratio between followers
and following, who do you think should have the most followers?

14. Crafting an Effective Twitter Channel
❖Suggestions for long-term Twitter Success
➢ Self promote CAUTIOUSLY - focus on relationships first
➢ Choose optimal tweet times - post updates when your followers are
tweeting as well, or posting at that hour
➢ Respond to questions effectively. Useful information can build a brand’s
reputation and form a type of leadership.
➢ Gather feedback - Seek feedback whenever possible
➢ Provide unique value - such as special deals only available exclusively to
Twitter followers.

15. Marketing with Microblogging
❖Microblogging (ex. Twitter) can help with:
➢ Increasing brand awareness
➢ Connecting with customers
➢ Providing support
➢ Distributing information
➢ Updating on latest promotions
❖The best microbloggers with marketing will keep the followers engaged.
Businesses usually hire people specifically to be the company’s microblogger

17. Discussion
1)What is microblogging?
2)What is an example of microblogging?
3)What is one use of microblogging?
4)What is one of the tips for building a brand with Twitter?
5)What is one of the tips to build a Twitter following?
6)What should you do to have a successful Twitter account?
7)What can microblogging help with?
8)If you don’t have a Twitter account, would you make one now? Why?

18. Any Questions?

19. Credits
Adma Ortega - Definition and History of Microblogging
Marykate Cabactulan - Different Uses of Microblogging, Crafting an Effective
Twitter Channel, and part of Marketing with Microblogging
Marco Recchia - part of Marketing with Microblogging
Caitlin Goerlich - Tips of Brand Building with Twitter and Build Twitter Following