Twitter 101 for HR and Marketing Professionals


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This presentation discusses how to use Twitter from the ground up for business purposes and the cross over and connection between human resources and marketing when it comes to engaging, developing relationships, filling job openings and growing your brand on Twitter and social media. We will discuss best practices, tips and ways to establish meaningful relationships on Twitter without wasting a great deal of time and energy. This presentation is based off of Jessica Miller-Merrell's popular book, "Tweet This! Twitter for Business."

Earn HRCI recertification credits any time. Visit & register to get PHR, SPHR & GPHR cert credits free.

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  • Joni or Melissa introduce Jessica and Brew
  • Jessica: Talk about the different platforms and explain each quickly, or give the donut example “Here’s a video of me eating the donut, here’s a picture of the donut, I ate the donut, I’m eating the donut, etc”
  • Brew: I love teaching other people about Twitter. Why? Because it’s the ultimate networking platform online. It’s completely open! That means that nearly everyone on Twitter is approachable. You don’t have to hope a stranger accepts your friend request, or Links you into their professional network. This is the place to meet new people and stay connected to those you meet offline. I like referring to Twitter as the backchannel of business. Why? Because before, during, and after business hours – people are having conversations and connecting. Think about it. Think about being able to network and meet new people at any time of the day, every day. Have kids and don’t get out to networking events that often? Can’t afford to travel the world to meet people outside of your city? No problem. Twitter is the platform that never sleeps and it’s available on your computer, your tablet, and your phone. And you know what else? Most of the people on Twitter that you’ll meet are really approachable! Got a favorite author or speaker you’ve seen at a conference? Tweet them! They’ll probably tweet you back. HR leaders, recruiters, marketing execs, CEO’s, entrepreneurs – they’re all on Twitter just waiting to make new connections.
  • Brew: So, let’s talk about some of the uses of Twitter. One of the things that Twitter is “famous” for, is that it has broken news stories before any other media outlet has. For instance: (adlib screen events)
  • Jessica – So we saw how global events broke on Twitter, but how does that apply locally, or to you specifically?(adlib screen)
  • Jessica – (explain how in the past, you could do a nation wide layoff and how you were careful about it – now, the instant someone is let go, you can’t take their phone away from them and guess what? Your employees are connected to each other. News can travel fast)
  • Brew: Let’s move on to our next use of Twitter. The Conference. (adlib rest of screen and give examples)
  • Jessica: So now let’s talk about content. We all know that keeping up with blogs and industry news is sometimes a task that takes tons of effort.Some people have figured out a way to use RSS and news readers and aggregators to dump all of the industry content into one place – but even that’s too much to read every day. Let’s face it, some of the content out there is not worth reading every day. So how can you know what you should be reading?
  • Jessica: The short answer: Twitter. Some people love curating content. Some people just visit a few sites a day. If you follow the right people, and the people you know are trust worthy, you’re going to see some of the same articles tweeted out by more than one person in your stream. Let your friends do the work, but also – remember to Tweet out any great articles you’ve read for your followers.
  • Brew: Twitter is also the best place, in my opinion, to find new friends. On the screen right now are real people. Awesome people. All people I’d consider my friends. I’d help these people move if they asked me to  - I met each and every one of them because through Twitter. I have done business or referred business with some of these friends. I’ve also met all of these people offline after I met them on Twitter. Notice how I said “Offline” and not “in real life”? This is real life for me – whether it’s online or offline.
  • Brew: And one of the final things that Twitter can be used for is Customer Service. A good social media team can monitor any mention of your brand in the public social space. There are definitely people who are going to use Twitter to complain about your company and service if there’s a problem – but the cool thing is that good service experiences will be shared too.
  • Brew: What’s even more amazing, is you’re able to find out when customers are talking to each other about you – even when they’re not directly talking to you.
  • Brew: And the best fans, will always share their passions with their friends.
  • Jessica: And finally, let’s talk about the social candidate experience.(Notes for adlib:)HR – Your candidates are also your customers – if you have employment opportunities.We don’t know who’s listening.#jobhuntchat
  • Jessica: (use slide to talk about short history of Twitter)
  • Brew: The first thing to cover is the @ sign, because you’re going to be seeing a lot of that. (adlib rest of screen)
  • Brew: (adlib)
  • Jessica: (adlib profile tips)
  • Jessica: (adlib picture tips – make point on who would you follow? The real person or the icon or the egg?)Statement: “And make sure it’s not a picture of you 50 miles away at the base of a mountain – we want to see that you’re a real person”
  • Jessica: (adlib how hashtags work – talk about how to monitor #PRSCamp by using the search feature)
  • Brew: (adlib how favorite tweets work)
  • Brew: (Adlib why 140 characters)
  • Jessica: A lot of people tell me they don’t get twitter, and when I check out their account, they are following celebrities and brands and that’s it. Think of it this way. The people you follow builds the content that shows on your twitter home screen. If you follow only celebrities and brands, your home screen is going to be one big commercial. If this is what’s happening to you know. Unfollow them all, and start with these next tips on who you should follow……
  • Brew: So here’s a few of the people I follow (and why)
  • Brew: (adlib conversation jumping to find new people to follow)
  • Brew (adlib how to learn about the people you’re already following)
  • Jessica: (adlib how to use lists and what they are good for)
  • Jessica: (adlib how direct messaging works – you both have to follow each other for a private message – although they are “private” they can still be screen shot or copied and pasted. Also third party apps sometimes have access to them)
  • Jessica: (Adlib the benefits of tweeting in public – vs. a private account)
  • Jessica: (adlib directly off of screen)
  • Brew: (screen adlib)
  • Brew: (screen adlib)
  • Brew: (screen adlib)
  • Jessica: (tell the story how originally there was no such thing as a reweet – the community started copying and pasting tweets they liked, giving credits to the original author and using the letter RT to signal they were re-tweeting. Twitter picked up on this and made it a feature. A Retweet now in the twiter interface works by showing the original tweet and tweeter to your followers as if they were also following that person for that one tweet)
  • Brew: (explain the RT and quotes)
  • Jessica: So a common question people ask is “what should I say? Should I tell everyone about what I’m eating for breakfast?” (adlib what not to say on twitter)
  • Brew: (Adlib what to say on twitter)
  • Brew: (Adlib that all tweets are public, so be careful what you say)
  • Jessica (And if down the road you find yourself managing multiple twitter accounts, please be careful. Here’s an example of a tweet that was NOT meant for the company account)
  • Brew: (adlib how this turned into a positive)
  • Brew (tell the 2 stories)
  • Jessica (yeah, some more bad examples and in this case – the people were fired)
  • Jessica (adlib so now what?)Jessica: Ask Brew – “Anything to add?”
  • Twitter 101 for HR and Marketing Professionals

    1. 1. Brought to you by: @Blogging4Jobs @houseofbrew HOW TO USE TWITTER #tweetcamp Jessica Miller-Merrell & Jonathan Brewer
    2. 2. Get HRCI Recert Credits • Visit & register to get PHR, SPHR & GPHR cert credits free.
    3. 3. Where are you?
    4. 4. Twitter • • • • The ultimate networking platform Open – no need to ask for links or friends The back-channel of business Easy to reach people of influence
    6. 6. News that hits home “Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work.”
    7. 7. News that Broke under your roof I just got fired. I am sad :( Your Employee @elle1234 Watch out everyone! Major layoffs nationwide today and I was just part of the wreckage :( #yourcompany
    8. 8. The Conference Experience • Getting to know people prior to the conference • The Conference Hashtag • Conference Twitter Lists • #PRSCamp
    9. 9. The Best Place to Find Content Would you rather spend hours each morning, sifting through hundreds of articles just to find the few that are worth reading…..OR….
    10. 10. The Best Place to Find Content Let your Twitter Friends Curate Content For You!
    11. 11. The Best Place to Find New Friends
    12. 12. Customer Service Good Service will get talked about too Not just complaints
    13. 13. Customer Service Over Twitter, your fans talk to new customers on your behalf
    14. 14. Customer Service And your best fans share their passion with their friends.
    15. 15. Social Candidate Experience
    16. 16. Short History of Twitter • Created in March 2006 and launched July 15,1006. • Original Codename: TWTTR (5-character SMS Shortcode for group SMS communications) • 2007 SXSW conference – from 20,000 tweets/day to 60,000 (cleverly placed “twitter streams on monitors”) • 400,000 Tweets per quarter in 2007 • 100 million Tweets per quarter in 2008 • Feb 2010, 50 million tweets per day • Today: over 340 million tweets per day
    17. 17. Your handle and your profile • What’s that @ sign? • Your Twitter Profile • Your handle (@houseofbrew) • Your Bio (who are you?) • Your Picture (Hatch the Egg)
    18. 18. What should I choose for my handle? • Your Name • Your Nickname • Your Personal Brand • Stay Away from: • The underscore _ • @yourname23544 • The obscure
    19. 19. Profile Tips Connect with people on your passions…. What do you do and what do you love? (ProTip: Use Searchable “keywords”)
    20. 20. Do I really need a picture of me? People connect with people.
    21. 21. What’s the # sign? (Hashtag) • Follow Conversations • Chat about Topics • #PRSCamp
    22. 22. Favorite Tweets Home->View my profile page-> Favorites
    23. 23. Why only 140 characters? Originally, Twitter was based off of SMS. 160 characters = 20 characters for your handle and 140 for the message.
    24. 24. Who should I follow? If you only follow celebrities and brands, your Twitter experience will be one large commercial
    25. 25. Who should I follow? • Who should I follow? – Follow people in different industries or those who are like you. Follow people who converse with people you follow.
    26. 26. Find who to follow • Conversation Jump • Follow people who are being talked about or to
    27. 27. Learn about who you’re following • Watch conversations • Click on handles • Read bios, review their “stream”
    28. 28. Lists
    29. 29. Direct Messaging • DM’s are private • Mutually Following
    30. 30. The Benefits of Tweeting in Public
    31. 31. Who Sees My Tweets? #1 - The people following you see your tweets
    32. 32. Who Sees My Tweets? #2 - The people you @mention see your tweets
    33. 33. Who Sees My Tweets? #2a - @mention in the beginning – only people who follow both of you see this tweet
    34. 34. Who Sees My Tweets? #2b - @mentioning in the update means all of the Tweeter’s followers see this tweet plus the people @mentioned.
    35. 35. Retweet • What’s the difference between RT and Retweet? @coolbird @coolbird • Retweet means you love the tweet and want to share it with your followers as if they were following that person.
    36. 36. RT • What’s the difference between RT and Retweet? Inspiring article! Thanks! RT @coolbird: tweet! @coolbird • RT means you like the original tweet and want to comment on it.
    37. 37. What should I NOT be saying? – DON’T: • Beg people to follow you • Announce your location for every Foursquare check-in • Cross post long messages from Facebook or LinkedIn that get cut off in 140 characters • Complain about every negative experience you ever have
    38. 38. What should I say? – DO: • • • • • • • Share links to great content Ask questions Engage in conversations Participate in chats Compliment authors and brands Meet thought leaders in your industry Be a resource for others
    39. 39. Public Search for “Carroll University” • Any public tweets can show up in Twitter search or Google.
    40. 40. Twitter Slip-Up Examples
    41. 41. Twitter Slip-Up Examples
    42. 42. Twitter Slip-Up Examples
    43. 43. Twitter Slip-Up Examples
    44. 44. So Now What? • Sign Up or Sign in and Fix your profile • Start following people you know and people you want to connect with • Check out people located within a tweet
    45. 45. Get HRCI Recert Credits • Visit & register to get PHR, SPHR & GPHR cert credits free.