Effective use of twitter in business
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The document discusses effective use of Twitter for business by Paul Wilkinson, covering topics like Twitter setup, follower engagement, and tools for managing accounts. It highlights the growth of Twitter, particularly in the UK, and emphasizes the importance of interaction and ethical tweeting practices. Additionally, it provides practical tips for gaining followers and measuring engagement on the platform.
Effective use of twitter in business
- 1. pwcom.co.uk March 2013 Effective use of Twitter for Business Paul Wilkinson - @EEPaul (pwcom.co.uk Ltd)
- 2. Hello? 2
- 3. • Who am I? • Twitter adoption • setting up and using Twitter • who to follow and how to get followers • Twitter tools • “Twittiquette” • simple monitoring and measurement • Twitter ethics 3
- 4. Who am I? • author and technology consultant • B2B PR professional since 1987 – in-house: Halcrow, Tarmac, BIW – consultancy (1998 - 2000, 2009 - date) • Wikipedian (2003), blogger (2005) and tweeter (2008) 4
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- 6. c. 500m+ registered accounts • c. 28% 'active'* • est. 250m 'active' by end 2012 * Active = members who log in at least once a month Source: www.mediabistro.com 6
- 7. • 400m Tweets/day (up from 2m/day in 2009) • now (2013) average c. 4,600 Tweets/sec • Peak 33,388/sec (New Year's Day 2013) Image courtesy of: Huffington Post 7
- 8. • UK = 4th largest Twitter population • c. 32m Twitter accounts (53% population) • c. 11m active UK users • 7% of Tweeters = 79% of UK Twitter traffic 8
- 9. • Twitter use/growth strongly linked to UK smartphone adoption (45+% own one) 9
- 10. “Why?” • engage in real-time online conversations • expand range of communication tools • join or open up new conversations (new customers, projects, etc) • improve networking • extend reach of existing tools, networks and content 10
- 12. setting up and using Twitter • Twitter - maximum limits ... • 15 – characters in @username • 20 – characters in real name • 140 – characters in status update • 160 – characters in profile 12
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- 20. • who to follow and how to get followers 20
- 21. Following people.... (step one) Search by... ...real name ...category ...contact 21
- 22. Following people.... (step two) Follow friends' recommendations • FollowFriday (#ff) … Follow people who follow you • Auto-follow? (suggest not) • spam 22
- 23. Getting followers.... (step one) “Why would people follow me/us?” • Be interesting • Be useful • Don't just broadcast • Interact • Shape expectations – recent tweets – landing page 23
- 24. Getting followers.... (step 1.5) Shape expectations: recent tweets 24
- 25. Getting followers.... (step 1.5) Shape expectations: landing page 25
- 26. Getting followers.... (step two) Highlight Twitter account • link from website ... 26
- 27. Getting followers.... (step two) Highlight Twitter account • link from website, blog, etc (and vice versa) • on other social networks • email footer, business card • e-newsletters • news releases • printed collateral • signage, event badges, etc 27
- 28. Getting followers.... (step three) Cultivate your online profile... • tweet regularly • Retweet (RT) regularly • reply (it's about interaction) • recommend others #ff • use relevant #hashtags • participate in relevant #tweetchats • don't spam 28
- 29. Twitter tools 29
- 30. Twitter tools – why? 30
- 31. Twitter tools - web 31
- 32. Twitter tools • at-a-glance “dashboard” view • configure searches • monitor lists • manage multiple Twitter accounts • publish updates to Facebook • short URLs 32
- 33. Twitter tools - mobile • Full functionality on smartphone • add GPS location • tweet photos • Tweet from multiple accounts • Sometimes all at once! 33
- 34. Simple monitoring and measurement 34
- 35. Simple monitoring and measurement 35
- 36. Simple monitoring and measurement 36
- 37. Simple monitoring and measurement 37
- 38. Good tweeting • Beware: – company and/or client confidentiality – copyright issues – defamation – privacy of individual – bringing company into disrepute 38
- 39. Good tweeting • Avoid conflicts of interest – Disclose client relationships – Clarify account 'managers' • Consider disclaimers • Above all: honesty and integrity 39
- 40. Good tweeting • Stay (mainly) on-topic • Keep it personal, not corporate • Tweet regularly • Be responsive • Think long-term 40
- 41. Six minutes 31 January 2013 2.21pm - First tweet from @hmvtweets 2.21pm - First media RT 2.27pm - First RT by national journalist 2.36pm - ITVnews article published 2.51pm - c. 900 RTs Data from PR Week, 22 Feb 2013 41
- 42. Effective use of Twitter for Business Q&A Thank you Contact: Paul Wilkinson Website: www.pwcom.co.uk Tech blog: www.extranetevolution.com PR blog: www.blog.pwcom.co.uk Email: paul.wilkinson@pwcom.co.uk Tel: +44 (0)20 8858 1104 mob: 07788 445920 Twitter: @EEPaul http://www.google.com/profiles/paul.wilkinson19 42