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Learn how to develop relationships with the community, your followers on Twitter and protect your brand's online reputation.
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@SocialWelcher Catholic Review on Facebook and Twitter
Why focus on Twitter?
• Directly answer consumer questions• Gain brand awareness• Develop relationships• Tease followers to your content• Get information out quickly
Twitter: By the numbers
• 1 billion registered accounts• 500 million tweets sent per day• 271 million monthly active users• 100 million daily active users
Source: Twitter.com/company, Business Insider; Image: http://jonathanhurwitz.wordpress.com/
Engaging with the community
• Follow community partners, relevant industry members
• Organize using Twitter lists
– Example organizational methods:
Local businesses
Industry members Local news
Engaging with the community
• Share community members’ relevant content– Will be more likely to share yours with their audience– Ask yourself specific questions before sharing• Want it to add value to your followers
– Edit and RT to add your own commentary• Can do on mobile app or using TweetDeck
Local businesse
s
Engaging with the community
• Small businesses can work together• Respond to pertinent direct mentions by other
organizations
Local businesse
s
Track news, current events
• Follow industry leaders, local news sources– Stay in the loop of what’s happening locally• Share relevant news with followers
– Anything trending• Added bonus: May provide content ideas
Industry members
Local news
Track news, current events
• Be aware of tragic events before sending poorly-timed tweets– Example: • Sent as Aurora, Co., tragedy was occurring
Image mashable.com
Local news
Follower analytics
• Find out more about your followers, tweets– Twitter organic analytics– Look at followers information, tweet activity
• Followers information– Who are my followers? – What are their interests?– Gives idea of content they’ll like
Tweet analytics• Tweet activity• Focus on metrics based on the content type
Informative articles
•Look at click-through rates
“Candy” posts
•Want high engagement•Look at retweets, replies
Follower analytics
• Use tweriod to determine when followers are online
– Want to share best content during optimal times– More likely to receive engagement
Engaging with followers
• Use compelling images wisely– Images in tweets receive 35% more retweets– Stand out in keyword, hashtag searches– Optimal size: 700 px by 350 px
Numbers and image from socialmediaexaminer.com
Results of engagement
Use demographic and analytics information
Serve valuable content to followers at the best times
See increased click-through rates and engagement
Results of engagement
Demonstrate tangible outcomes vs. “vagueness”
Comic from dilbert.com
Additional engagement tips
• Tweet consistently– Stay in feed, mind of followers
• Twitter ads– Promote best content to target audience– Key objective tweet engagements
• Tweet content multiple times– Followers might miss it the first time– Mix up quotes, headline, tips
Numbers from boostblogtraffic.com
Additional engagement tips
• Utilize “Don’t miss” “ICYMI”• Followers who have seen content will be more forgiving
Shared July 29 Shared July 30
Additional engagement tips
• Utilize hashtags– Tweets with hashtags receive two times more
engagement– Find popular on hashtag.org, whatthetrend.com
Numbers from expanded ramblings, image edited from epiclol.com
Responding to followers
• Need staff member on hand able to answer questions– Knowledgeable about content, company
• Answer questions directly and quickly– Direct off platform to email if needed– Respond to all messages, comments, questions– Set notifications to meet your needs
Responding to followers
• Online face: Keep a smile on• No sarcasm font• Keep voice consistent across team members
Monitoring your brand
• Have a set comment policy in place– Can be hosted on website– Enforce it as soon as someone breaks it
• Block irrelevant spam comments– Don’t want diet pills associated with your brand
The Catholic Review’s comment policy, Image from antispamengine.com
Monitoring your brand
• Handling hecklers– Acknowledge. Ignore. Block.– Community members will step up when it’s not
necessarily your brand’s place to respond
Monitoring indirect mentions• Set up column to know when users mention you but
you’re not tagged• Example alert: “Baltimore Business Journal”
Monitoring indirect mentions
• Want to respond to questions, praise, and complaints• Chance to start discussion, gain awareness about your online presence
Additional Resources
• 10 simple Twitter tactics that will get you more traffic today
• How to easily monitor your brand online• 5 free tools to track brand mentions online• Best practices for developing a social media policy