Twitter beyond basics
Best practice on using Twitter for business
Twitter has reached 100 million accounts yet only 20
million are active. How do you manage your Twitter
account when you also have a day job? How do you
get others involved? And what do you talk about?
It’s clear there are several companies making Twitter
work for them and we’re now up to 65 million
Tweets a day.
This presentation shows how Twitter users can
better manage and make more of this social media
Delegate and share -
There are several tools that help you manage
Twitter accounts e.g. your own, your company’s,
TweetDeck is free and easy to use but you need
the user name and password for the account.
That’s OK if you have a company account.
Delegate and share -
CoTweet is free and shows who’s ‘on duty’ at any
one time. This is a useful feature for companies
using Twitter as a customer service tool.
The paid-for enterprise version enables users to
assign tasks (such as responding to followers or
manage issues). CoTweet also allows you to
schedule tweets, monitor trends and keywords.
Manage your followers
As the number of people you’re
following grows, there are
different ways to manage your
• Use Tweetdeck and nominate
certain followers as ‘favs’, set up a fav column.
• Create lists in Twitter and add certain followers to specific lists,
e.g. I have a list of UK journalists so that I can zoom into latest
news items from this particular group. Your lists can be private
or can be shared and public.
Create Talking Points
Abandonment of social media is high as people
don’t know what to talk about. This is especially true
in smaller organisations with fewer people involved,
as well as larger organisations where staff don’t have
a brief other than ‘to engage with our customers”.
• What is your business doing?
• Where are you working?
• What are your special offers?
• Ask for feedback
• Post useful news stories, interesting statistics
Beware – one size does not
There are many twitter tools such as Auto-
Responders, but proceed with caution. A recent DM
(direct message) I received after following Austin
Reed (men’s & women’s clothing) was “Thanks for
following us. Check out Suits to Boots: A
Gentleman's Guide for tips and hints
I responded that I’d rather wear women’s clothes if it
was all the same to them. One size doesn’t fit all and
if you’re using automatic tools, check that they do
work with your customer base.
Promoted tweets and
Promoted Tweets are intended to be useful to the
audience and will be clearly labelled as “promoted"
when an advertiser is paying, but they look like
regular Tweets and will be sent to the timelines of
those who follow a brand. There are opportunities
to retweet promoted tweets – giving advertisers
greater viral marketing opportunities.
Promoted Trends is the ultimate in ambush
marketing. An extension of Promoted Tweets,
Promoted Trends will include trends based on
events, time and context. Again this is only open to
Twitter’s advertising partners.
How else can we use
• Promote time-limited offers – the last few seats for a movie
starting in 30 minutes time, for example.
• Create and organise events online and ‘tweetups’ offline –
• Make coupons for special offers for Twitter customers – using
• Post jobs and get applications online via Twitter – on Twtjobs.
• Provide customer service and gain feedback from customers
on products or services.
• Test and promote new products.
• Build mailing lists.
• Piggy-back on current events and provide a relevant offer –
this is the essence of Twitter‘s Promoted Trends.
• Create a Twitter business card – Twtbizcard.
• Book /apps here
We’ve adapted this from the books
Quick Win Marketing and Quick Win
For answers to digital marketing
questions see Quick Win Digital
Marketing by Annmarie Hanlon and
Joanna Akins (Book available from Oak
Tree Press and App available from
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