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Build a Team Microblogging Strategy

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Why Team Tweeting? The requirements of keeping your brand’s Twitter content fresh while dealing with customer service and sales leads can quickly become too much for one person with a day job. But how …

Why Team Tweeting? The requirements of keeping your brand’s Twitter content fresh while dealing with customer service and sales leads can quickly become too much for one person with a day job. But how do you effectively share the responsibilities–while maintaining a strong personal voice? How do you establish guidelines to assure that the team communicates appropriately and on a schedule–while adding value to the conversation?

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  • eBay
  • Journalists with profiles on Twitter: 2010 = 58% According to the 2010 PRWeek/PR Newswire Media Survey: http://bit.ly/93KV0E Survey was conducted by CA Walker for PRWeek and PR Newswire. Email notifications were sent to 127,982 media professionals (1300 completed it), and 104,771 PR practitioners (1385 completed it).
  • Journalists with profiles on Twitter: 2010 = 58% 2009 = 22%
  • Each person should bring something unique to the team. The right people for @PRNewswire: @savsimon – Media Relations Manager (broadcast and wire specialist) @thomashynes – Blogger Relations Manager @victoriaharres – Director, Audience Development @cpcube – Media Relations Manager (print and freelance specialist) Each person must understand their role / their assignment, and the overall Twitter strategy and mission.

Transcript

  • 1. How to Build a Team Microblogging Strategy Victoria Harres @prnewswire @victoriaharres
  • 2. What you need to consider:
    • The right people
    • Assignments and roles
    • Sharing responsibilities
    • Establishing guidelines
    • Elements of a team strategy
    • Content strategy
    • Balance of promotion
    • Tools of the trade
  • 3. Journalists on 58%
  • 4. Journalists on 58% 2009 = 22%
  • 5. @PRNewswire The right people!
  • 6. Sharing Responsibilities
    • Who is the twitter account voice/lead
    • Who monitors for @replies and when
    • Who responds and when
    • Who schedules promotional tweets
    • Who contributes what to the total content
  • 7. Establishing Guidelines
    • The content strategy
    • What should be responded to or not
    • Who to escalate certain issues to
      • Customer service
      • Sales
      • PR/Marketing
    • Who can make a call on Tweeting something that doesn’t fit the usual content strategy
    • How to handle crisis situations and who makes the call on what will go through the Twitter channel (stop any pre-scheduled tweets)
  • 8. Elements of a Team Strategy
    • Guidelines for team member involvement
    • Engagement plan
    • Team schedule
    • Content strategy
    • Assignments
    • Crisis plan
  • 9. Content Strategy 15% Effects on your industry Social media <10% Humanizing conversation Personal/human < 10% Promotion of organization Marketing / PR 0% ? Opinion 15% News & tips Your industry 50% @’s and RT’s Engagement
  • 10. Balance of Promotion
    • < 10%
    • Keep it under 10% of total tweets and schedule them out carefully so your promotional tweets don’t become an annoyance to your followers
  • 11. Tools
    • http://oneforty.com/PRNewswire
  • 12. The Key Points
    • Plan and Document
    • Strategies
    • Guidelines
    • Assignments
  • 13.
    • Victoria Harres
    • Director, Audience Development
    • PR Newswire
    • [email_address]
    • @prnewswire
    • @victoriaharres