1. March 15, 2010
Public Relations, Branding, Customer Service, Marketing, and Networking
Goal:
Establish and grow an informed online community primarily consisting of LISD’s
employees, clients, and geographic community members.
Objectives:
A. Recruitment of relevant contacts (followers)
B. Establishment of interactive and effective content
A. Recruitment
1. Develop and evolve a hierarchical email network complete with mailing lists and contact
information for each school, employee group, and board. Gmail accounts are suggested
for optimum organization and ease of use.
2. Urge all employees to follow you on Twitter using your shortened URL. Encourage
employees to sign up if they do not currently use Twitter to further integrate your
community and bring faster paced news to schools.
3. Add an attractive Twitter button to all the sites you have access to, starting with your own
homepage.
B. Content
1. Post helpful and diverse content daily. Roughly three to seven posts per day would be
ideal as long as they are spread throughout the day. Quantify success by the amount of
responses and retweets you receive. Retweets are the best possible reaction to receive
from a tweet because they directly affect the number of people who see your message and
your profile link.
2. Use sequences that involve helpful and clever hints; then produce a URL to drive traffic.
Record and monitor each URL using bit.ly.com. In the future track which type of tweets
generate the most interest and focus on using those in a similar way.
3. Profile Optimization: Whiten and/or simplify profile picture for best matching and
branding. Advertise top most-wanted site and clear name in your background if
possible.
Tips
1. Use shortening software. I recommend http://bit.ly/ Enter your link and use the supplied
smaller link. The site will track your click count and tweet for you, providing statistics
and frequency.
2. Simply go to the bottom of any page on Twitter and click the ‘Goodies’ link. Then click
buttons (or widgets, if you prefer). Choose the best match for your site and then implant
the coding by copying and pasting. Now it is easy for any site visitor to follow you!

2. 3. One person should be given the responsibility of running your company’s Twitter for
consistency. This job can become less taxing with automation where tweets can be
attributed to spots on a timeline to tweet ‘passively.’
4. Twitter, like any social media site, has distinct norms, mores, and rules. It is important to
respect and observe these conventions. It is also important to know when they can be bent
or broken.
Tools
http://www.tweetdeck.com/ http://hootsuite.com/
http://trendistic.com/
For more information please contact:
Josh Emington
Adrian College
1325 Williams Street
Adrian MI 49221
517-265-5161 ext. 3724
jemington@adrian.edu