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How to run a successful Social Media Campaign

How to run a successful Social Media Campaign



This Slideshare presentation is a partial preview of the full business document. To view and download the full document, please go here:

This Slideshare presentation is a partial preview of the full business document. To view and download the full document, please go here:

Course Summary: In this training course, we will walk through all of the key stages involved in putting together an effective social media campaign.

Clearly the best way to demonstrate these principles is to show them in action by using a proven, real world example. Throughout this course we will use the practical experience and knowledge gained from the Gravity Fields Festival social media campaign for a Science and Arts festival all about Sir Isaac Newton which ran between March and September 2012, to support the teaching.

Course attendees will also have the opportunity to devise and put in place the early stages of their own campaigns for future upcoming event(s)

In the Appendix section of this course we will provide further useful reference material such as a Glossary of commonly used terms , Social Media etiquette and best practices, plus some tips for the best time of the day to use social media.



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How to run a successful Social Media Campaign How to run a successful Social Media Campaign Document Transcript

  • Social Media Training - How to run an effective Social Media Campaign Author: Paul Wilson Course Summary: In this training course, we will walk through all of the key stages involved in putting together an effective social media campaign. Clearly the best way to demonstrate these principles is to show them in action by using a proven, real world example. Throughout this course we will use the practical experience and knowledge gained from the Gravity Fields Festival social media campaign which ran between March and September 2012, to support the teaching. Course attendees will also have the opportunity to devise and put in place the early stages of their own campaigns for future upcoming event(s) For all of these exercises, you will need to use the social media accounts you created in the Facebook and Twitter Basics courses. In the Appendix section of this course we will provide further useful reference material such as a Glossary of commonly used terms , Social Media etiquette and best practices, plus some tips for the best time of the day to use social media. How to run an effective Social Media Campaign Page 1 of 45 © 2013 PRwilson Media
  • 2. Campaign Duration? Determine how long you will run the campaign for, and how much time you can allocate to run it on a weekly basis. Be prepared to adjust this during periods of peak audience interaction (e.g. live reporting during an event) Note: If it's a specific event already scheduled in the Calendar should be fairly straightforward - as a rule of thumb to generate sufficient interest and support in an event start a minimum of 6 weeks before the deadline date. Gravity Fields Experience: Being for a specific event, the social media campaign for GravityFields was run over a defined 6 month window - as you can see from this screen shot the Facebook page was created 27 March 2012. Initial agreement was to manage Facebook and Twitter output for a minimum of 5 hours per week. In the final month this was increased to 20 hrs per week and during the week of the festival this was done on a full-time daily basis. Logon to Facebook - search for "Gravityfields" Facebook page - on the right hand side click on "Founded" on the timeline bar - will take you to the page shown. Click on the month of March to see the opening post. The Twitter account was introduced in early April. In order to optimize efficiency, we linked the Facebook posts so that they would automatically be posted to Twitter. This is done by Page administrator - click Edit Page - Update info, and select resources - we will demonstrate this in Lesson 6. Gravity Fields www.gravityfields.co.uk Linked to Twitter (as Gravityfields) How to run an effective Social Media Campaign Page 3 of 45 © 2013 PRwilson Media
  • 4. Social Media set up? Do you already have existing Facebook / Twitter accounts that you can make use of or do you need to create new ones? You need to select appropriate names for your Facebook Page and Twitter accounts and make sure you have a logo or picture ready to use. GravityFields Experience: Neither a Twitter account or a Facebook page had yet been set up for the festival. The name @gravityfields (within the 15 character limit) was selected for the twitter account so that it matched the website address. For consistency the Facebook page was given the name http://www.facebook.com/gravityfields as well as using the same standard logo. Basically the same logo and naming used throughout Website www.gravityfields.co.uk Facebook - www.facebook.com/gravityfields Twitter - http://www.twitter.com/gravityfields How to run an effective Social Media Campaign Page 5 of 45 © 2013 PRwilson Media
  • 6 Group Exercise Discussion Now, working as a group, think about up coming SKDC events in the Calendar in 2013. Select one of these events to be the target of a new social media campaign then go through all of the key questions in 5 planning stages and draft up an outline social media action plan for one of these events- considering all of those key questions outlined in this lesson 1. Primary Objective? Event Name: Campaign goals: 2. Campaign Duration? Target Date: Hours Per Week: 3. Target Audience Size? Number of Twitter Followers: Number of Facebook Likes: 4. Social Media Set up? Naming conventions: Accounts to set up: 5. Website Integration? We'll return to these later in this course in Lesson 6, where we'll set up a basic social media presence for the event you've selected - create a Facebook page, create a Facebook event, and demonstrate how to link with a Twitter account. How to run an effective Social Media Campaign Page 7 of 45 © 2013 PRwilson Media
  • 2. Engage with relevant interest groups Use Twitter lists to organize your followers into interest groups. For example, local media contacts , local businesses, or other national festivals. As above, ask them to spread the word on their networks. On Facebook, search for and Like Pages of partners and display them on the Facebook page. GravityFields Experience: On Twitter - search for "gravityfields" - click on the name to bring up the profile on the left hand menu click on lists. As you can see , right from the outset we created a number of public lists which helped us to target specific interest groups. This enabled to see who was currently online from those groups so that we could ask for Retweets and responses. Where you found people with particular Newton related interests such as Astronomy society members, followers of National Space Centre, followers of historical science figures, the followers of those followers would also be very likely to be interested in what we were providing. On Facebook we selected some of the main community pages and featured them as permanent "Likes" on display How to run an effective Social Media Campaign Page 9 of 45 © 2013 PRwilson Media
  • 4. The 3 Rs Reply, Recommend and Retweet Don't just broadcast a stream of tweets or Facebook messages. Your audience will soon lose interest and you won't reach anyone new. Remember your 3 Rs Reply, Recommend and Retweet. Make sure that you get involved with the conversations out there - reply, comment, mention , share and Retweet - it will get you noticed. Engagement is key if people aren’t interacting with you, building a relationship and helping expand the reach of your tweets then your twitter following is just a number. If you RT someone, they are much more likely to RT you back. GravityFields Experience: Here on Facebook - our responses to comments posted on the wall. The thinking was always based not just on our direct followers, but with so many Retweets and interactions going on, on the followers of the followers. As we moved from 100 to 300 and passed 500 followers by June, way ahead of schedule, the far more telling statistic was that the followers of our direct followers had already reached over 2 million people. It was always rewarding when some of these RTs and message shares resulted in new people becoming aware of the festival Ann Griggs @anngriggs Why had I not heard of @gravityfields before now? I am now planning a trip there...sounds amazing! Ann Griggs is from Glasgow! The biggest single RT we had was by national festival partner the Science Museum to 221,000 followers - funnily enough the tickets sold out within 10 mins!! Science Museum @sciencemuseum RT @Gravityfields: Last chance for @sciencemuseum most popular show http://www.gravityfields.co.uk/event/bubble-show-0 … less than 15 tickets left <- it's all about bubbles How to run an effective Social Media Campaign Page 11 of 45 © 2013 PRwilson Media
  • Lesson 3 : Building Loyalty Summary: Having established an audience, the next phase is all about keeping them interested. You have to maintain a presence on social media. Any prolonged periods of inactivity will often result in losing followers. It's all about maintaining momentum. Here are some of the key ways that you can develop and maintain a loyal following. 1. 2. 3. 4. 5. Follow back Weekly mentions #FollowFriday Keep it real Know your audience Less repeats more variety Step 1. Follow Back Actions Following back those people who take the trouble to follow you, a simple principle, but a very effective one. It's common courtesy. We recognize that for the main Twitter account of a public service organization it's not so straight forward, because following one business rather than another could imply support or favoritism for that business, however as far as a community event is concerned, following back is a key principle to adopt. GravityFields Experience: What was apparent from many of the established festivals was that very few of them actually followed back more than a small percentage of their followers. By following back a much greater number, we were able to show that we were engaged and listening to our audiences and most importantly we were getting much higher interaction ratings as reported by recognised social media influence indicator Klout Cheltenham Festivals with a following of 11,300 at the time actually had a lower Klout score of 63 than Gravityfields 66 , a full month before our festival began! To see the Klout score of your account go to http://www.klout.com , sign in with your Twitter or Facebook account. How to run an effective Social Media Campaign Page 13 of 45 © 2013 PRwilson Media
  • 3. Keep it real Find your own voice. Of course you must always maintain a professional approach and remember the job you are there to do, but you can still inject some personality into your messages -be creative with your 140 characters. Don't just publish the dry details , share the story GravityFields Experience: Throughout the campaign I always tried to inject some gentle humour and make our festival as a “new kid” on the block perhaps a little more approachable than some of the more established events. Here I made a small adjustment to Sir Isaac Newton's "Shoulders of Giants" quote to promote the festival. We always had a great response from the presenters and performers as well as the local community. See also Appendix on twitter etiquette for some helpful suggestions for engaging in conversation. Dallas Campbell's speech was excellent by the way! How to run an effective Social Media Campaign Page 15 of 45 © 2013 PRwilson Media
  • 5. Less repeats, more variety Don't keep sending out the same old messages. Try and find a new angle, share different types of content such as videos, blogs or pictures. Keep it fresh. It’s never a case of one size fits all– the way people interact and follow an individual’s twitter account differs significantly from how they engage with a branded corporate account or event. Twitter – and the tools available to users – are also constantly evolving, so what works today will not necessarily be effective a year from now. So continually test and refine your strategy – and don’t be fearful of changing your approach in the light of the results you see. Gravityfields experience: At all times, I was aware of the need to vary the messages. Every single day I would try to introduce new variations on the festival themes, and with the rich variety of events on the programme website and the remarkable life story of Sir Isaac Newton it was very easy to keep this going. There was a #KnowyourNewton quiz, regular countdowns on ticket sales, just about everything from events at his family home at Woolsthorpe Manor, through to plans for him to be the next Hollywood action movie star. I deliberately avoided using scheduled or automated tweets, and even where it was a similar message , would try to structure the message differently. Sometimes even in the "voice" of Sir Isaac himself. Regularly asked questions to gain feedback, and gave my own personal reactions to what was happening GravityFields @Gravityfields psst #SirIsaac here ,trust you are enjoying #Newtonparty, between you and me the processions will merge together at 930pm @guildhall_arts GravityFields @Gravityfields Tell us all about your experiences, what you are going to see? , using #gravityfields GravityFields @Gravityfields My goodness I can't catch my breath- Northern Lights, Church Spire Lights @scimadesimple lighting up the stage - so much going on Here's a sample of tweets of varied topics from September 11th How to run an effective Social Media Campaign Page 17 of 45 © 2013 PRwilson Media
  • 2. Engage with relevant topical news If there's a big story that's relevant to your event or organization - get out there and talk about it -use the hashtags, comment on the forums and pages - be part of it. Gravityfields experience: During the summer months exciting new information on the potential discovery of Higgs Boson particle provided a huge spike of interest in our festival, particularly given Professor Val Gibson’s opening talk on the Hadron Collider. But undoubtedly the biggest impact of all was the opening ceremony of the Paralympics Games at the end of August just 3 weeks from the festival. As one tweeter put it Jon Wood @Jonwoodscience @Gravityfields . Loved your 3 hour advert during the #Paralympics opening Professor Stephen Hawking, reading the words of Sir Isaac Newton, Giant apples, the moon, the world’s biggest apple crunch, choirs singing the Principia , all being performed to a global audience of 1 billion! During that one evening there were no less than 300 tweets about all things Sir Isaac Newton. BBC Radio Lincolnshire contacted both Woolsthorpe Manor and Gravity Fields to feature Newton and the festival and we gained over 50 followers that night alone – a perfect example of how social media can help you respond so quickly when a story rapidly emerges. A small selection of the many tweets about Sir Isaac Newton Isaac Newton even "Trended" on Twitter that night there were so many people talking about him! Matthew Day @matthewnotmatt Stephen Hawking and Isaac Newton are trending on twitter, its feeling more intellectual than normal here How to run an effective Social Media Campaign Page 19 of 45 © 2013 PRwilson Media
  • 4. Seize the moment In terms of media attention, most stories and events have a limited lifespan. You need to be able to react quickly to capitalize on opportunities Gravityfields experience: One particular story that brings home the immediacy of social media in news reporting is when Astronomer Royal Professor Martin Rees unveiled the plaque to Sir Isaac Newton. I filmed a few minutes of his inspiring address taken on my smart phone, and shared that on the twitter waves. Next morning, I received a message from a reporter at BBC Lincolnshire online, asking if I could provide any photos from the unveiling. I passed a picture I’d taken and shared the video link for the opening address. An hour or two later when the story broke on the BBC Lincolnshire website, it immediately became a main story on the BBC England website, and stayed on that front page for several hours. Remote reporting in the interactive age –priceless! Here's the twitter conversation with Caroline Lowbridge.- because of the video she got all the quotes she needed without having to attend, and we got far more exposure as a result. In contrast the version featured on local ITV website didn't have any details of Prof Rees's fantastic speech The Plaque unveiled in honour of Newton at Gravity Fields Festivalhttp://www.itv.com/news/central/update/2012-09-22/plaque-unveiledin-honour-of-newton/ … via @gravityfields @itvnews How to run an effective Social Media Campaign Page 21 of 45 © 2013 PRwilson Media
  • Lesson 5: Live Reporting Summary: There's no better time to make full use of social media and its ability to provide instant updates and keep a large audience informed that during an event. Here are a few of the key points to bear in mind: 1. Be Everywhere 2. Be Organised 3. Share the Magic 4. Be a Fan 5. Report and Review Step Actions 1. Be everywhere Even though you can't physically be in several places at once, especially where there are simultaneous events happening, you should make full use of the network of regular followers who are attending. This includes all of the local and national media broadcasters who are reporting on the event - people will often write their own daily blogs and publish their own photos and videos. Your job is to pick out the best of these and share them as quickly as possible. Make sure when you are out and about that you at least have a smart phone or other internet capable mobile device so that you can keep up with developments Gravityfields experience: My goal was to get out there and attend as many of the festival events as I possibly could fit in, averaging at least 4 per day throughout the week and a mixture of science , arts , heritage and family events. As well as local media groups such as Grantham Journal and Grantham People, there were several other regular contributors who enjoyed sharing their experiences of the festival, which really gave it a really authentic feel. Rita Jackson who I met in person at the Jack Klaff Newton opening night, was a great example of this. As well as regularly supporting our tweets she also helped cover and publicize a number of the events on the daily schedules for the remainder of the festival. Rita Jackson @RitaCJackson LEO Circle of Eleven where laws of gravity defied. Kids laughing & learning love the combo. http://www.gravityfields.co.uk/event/leo-2 #Stamford #GravityFields Suzie Pike @GranthamSuze The GranthamJournal team were at #GravityFields tonight. Were you there? Send pics to comment@granthamjournal.co.uk Paul Carson @In_A_Min @Gravityfields went to Visualise Reloaded. My 5 year old loved it. I'm a scientist for 15 yrs & even I was saying 'Wow' #toiletrolls How to run an effective Social Media Campaign Page 23 of 45 © 2013 PRwilson Media
  • 3. Share the magic When there is so much happening at once, its important to make sure you capture that spirit of shared experience. Share the comments, the images. Gravityfields experience: Dr Chris Lintott from BBC Sky at Night actively encouraged me to live tweet during his Moongaze night presentation, and it was great to hear how genuinely proud he was to get an apple from THE tree on his first ever visit to Woolsthorpe Manor. Chris Lintott @chrislintott Stole an apple MT @gravityfields first ever visit to @woolsthorpent and its incredibly special #Newtonpower http://twitpic.com/ayaxnx ” One man theatre shows such as Newton, Galilieo and the mind bending Leo by Circle of Eleven left the audience waxing lyrical “never seen anything like that in Grantham before” being a common response. Hint of LIME @HintofLIMEprod @gravityfields, @dougbuist Stonking Galileo opening tonight! Audience response "awesome", "mesmerising", "never seen anything like it" Videos , Photos and Comments flooded into Facebook page on the Transformation of the town night How to run an effective Social Media Campaign Page 25 of 45 © 2013 PRwilson Media
  • 5. Report and review With all the extra traffic being generated during the event, its important to make sure that you take time to capture reports using tweetreach and other tools. Its also very important to review at the end of the event and consider any lessons learned; Gravityfields experience: Here’s just a small sample of the 200+ positive comments we received online, during the week most of which were added to favorites for future reference Education: Joanna Morgan @mrsjoannamorgan @Gravityfields My class really enjoyed 'Feel the Force' at the Guildhall this morning,big thank you to the science museum and Phil the frog! Media: Quentin Cooper @MaterialWorld @Gravityfields thanks - fab but fleeting visit to what I hope will become a recurring feature of science landscape... Performers: Hint of LIME @HintofLIMEprod @Gravityfields That's what we like to hear! Thank you Grantham and Gravity Fields for making Galileo and Hint of LIME so welcome. Public: Lynn Godson @lynnvgodson @southkesteven @Gravityfields Great to find a local authority willing to fund this fab festival in tough times for budgets. Pls do it again! Rita Jackson @RitaCJackson Still dreaming of the wonderful week of activities through @Gravityfields. Well done committee & participants. Next Year? Considering it was the very first time any festival, let alone one of this sheer scale and vision had been attempted in the town, inevitably there were always going to be some things that didn’t go fully to plan. From a purely social media perspective, perhaps the only area that I would have liked to have been able to develop, would be to introduce some form of video streaming or live broadcasting or interactive blog element during the festival. How to run an effective Social Media Campaign Page 27 of 45 © 2013 PRwilson Media
  • 2. Planning and preparation Fill out the Planning and Preparation Information 1. Primary Objective? Event Name: International Women's day open meeting Campaign goals:To raise awareness of and attract attendees an open evening featuring inspirational guest speaker the RAF's first lady pilot on the eve of International Women's day 2. Campaign Duration? Target Date: Thursday 7th March (7 weeks from today) Hours Per Week: 3 increasing to 5-10 in final 2 weeks 3. Target Audience Size? Number of Twitter Followers: 200 additional @rotarygrantham Number of Facebook Likes:50 4. Social Media Set up? Naming conventions: www.facebook.com/Granthamwomen Accounts to set up: Facebook Page, Facebook even invite, integrate with twitter account 5. Website Integration? Will post on community websites that provide free event listings such as best of Grantham, Grantham People, rather than set up a new website. How to run an effective Social Media Campaign Page 29 of 45 © 2013 PRwilson Media
  • 4. Facebook Page -Update Info Ask another user on your friends network to Like the page Once they've done this , you can then add them as an administrator Here Paul Wilson has "Liked" the page Click on "Edit Page" - select "Update info" Make any changes to "Basic Information" then click Save Changes Click on "Manage Permissions" - review the settings -here is where you can restrict who is allowed to post on your Page, set age restrictions - there's even a profanity blocklist to prevent bad language being displayed in comments. Notice in particular the check box at the top - "Unpublish this page" - very important to select this! It means you and other administrators can work on the page without it needing to be publicly visible - this is very useful to give you the time to get it set up properly before it goes live. Remember that by default all pages can be searched for and viewed once they are published. Click "Save changes" to confirm your updates How to run an effective Social Media Campaign Page 31 of 45 © 2013 PRwilson Media
  • 6. Create a Facebook event invite In the "Status" box where you post updates -click on "offer /event" Click on "Event" Type in Event details, time , location and click "Create event" You can add an image for the event, then share on your own user profile wall or even on a friend's wall - click "share event" . If you select "invite friends" button at the top you can select them one at a time to send an invite to either via Facebook or email (stick with Facebook invites) The event invite will be displayed on your Facebook wall, and any one who clicks on it - will see options "Join" or "Maybe" -they can click "Join" to indicate they would like to attend.- It will display who's going so other interested attendees will be able to get a view for how many will be attending. How to run an effective Social Media Campaign Page 33 of 45 © 2013 PRwilson Media
  • Appendix A : Glossary of Terms 1. Twitter Bio A short personal description of 160 characters or fewer used to define who you are on Twitter. Direct Message Also called a DM and most recently called simply a "message," these Tweets are private between the sender and recipient. Favorite To favorite a Tweet means to mark it as one of your favourites by clicking the yellow star next to the message. Follow To follow someone on Twitter is to subscribe to their Tweets or updates on the site. Follow Count The numbers that reflect how many people you follow, and how many people follow you. Follower A follower is another Twitter user who has followed you. Following Your following number reflects the quantity of other Twitter users you have chosen to follow on the site. Geolocation / Geotagging The use of location data in Tweets to tell us where you are in real time. Is also called "Tweet With Your Location." Handle A user's "Twitter handle" is the username they have selected and the accompanying URL, like so: http://twitter.com/username Hashtag The # symbol is used to mark keywords or topics in a Tweet. It was created organically by Twitter users. Interactions A timeline in the Connect tab displaying all ways other users have interacted with your account, like adding you to a list, sending you a @reply, marking one of your Tweets as a Favorite, retweeting one of your Tweets. Listed To be included in another Twitter user's list. Listed numbers and details appear in the statistics section of your profile. Lists Curated groups of other Twitter users. Used to tie specific individuals into a group on your Twitter account. Mention Mentioning another user in your Tweet by including the @ sign followed directly by their username is called a "mention". Also refers to Tweets in which your username was included. Profile A Twitter page displaying information about a user, as well as all the Tweets they have posted from their account. Profile Picture The personal image uploaded to your Twitter profile in the Settings tab of your account. How to run an effective Social Media Campaign Page 35 of 45 © 2013 PRwilson Media
  • 2. Facebook Account Settings Use your account settings to manage basic account preferences. You can edit your name or email info, change your notifications preferences, turn on extra security features and more. Cover Photo Your cover photo is the large picture at the top of your timeline, right above your profile picture Event Events is a feature that lets your organize gatherings, respond to invites, and keep up with what your friends are doing. Facebook Questions Facebook Questions is a feature that lets you get recommendations, conduct polls and learn from your friends and other people on Facebook. Friend Friends are people you connect and share with on Facebook. Like Clicking Like is a way to give positive feedback and connect with things you care about. Messages Messages is a central place to exchange private messages, chats, emails and mobile texts with friends. Networks Networks are affiliations with schools or workplaces on Facebook. News Feed Your news feed is the ongoing list of updates on your home page that shows you what’s new with the friends and pages you follow. Notes Notes is a feature that lets you publish what’s on your mind in a full rich format. Notifications Notifications are email, onsite, or mobile updates about activity on Facebook. Page Pages allow businesses, brands, and celebrities to connect with people on Facebook. Admins can post information and news feed updates to people who like their pages. Profile Your profile (timeline) is a complete picture of yourself on Facebook. Profile Picture Your profile picture is the main photo of you on your profile (timeline). Your profile picture appears as a thumbnail next to your comments and other activity around Facebook. Search Search is a tool to find people and content on Facebook. Timeline Your timeline is your collection of the photos, stories, and experiences that tell your story. Wall Your Wall is the space on your profile you and friends can post and share. How to run an effective Social Media Campaign Page 37 of 45 © 2013 PRwilson Media
  • If something is posted publicly, then it is generally fine to share or repost that content, provided that the original source is attributed. This is easily done by: • “Sharing” a post, as the original source is included in the shared post, • “Linking” to the original external source, • “Retweeting” if sharing something posted in Twitter. Do not download an image or video and post it as if it was your own contribution. You should only share content that you have created or that you have permission to post. If someone posts something to a non-public audience on their own profile that you would like to share, please seek their permission before sharing it to a wider audience. Where possible, seek the permission of any people pictured in a photo prior to posting, particularly if it is going in a public forum. Some people may be concerned about their privacy; this is especially important if any children appear in a picture. Also consider whether an image is flattering; be very discriminate with any photos that you upload, even to “private” audiences. 1.5 Be accurate and correct mistakes Make sure that you have your facts right before you post. Take time to verify information, either by discussing the matter with someone authoritative or by a quick google search to check if something is a known hoax. It is better to delay posting something to check with a source first than to post a correction or retraction later. Cite and link to sources wherever possible. If you do post something that contains an error, be quick to correct it and be upfront about what correction has been made. 1.6 Foster a positive, transparent arena for conversations Social media is not about blasting your content out to the masses; it is about fostering relationships and engaging people in meaningful conversations. To that end, set up your organization Facebook page so that anyone can post comments to it and ensure that you monitor and respond to comments in a timely manner, as it builds credibility and community. Deal with any criticisms directly on the page rather than referring people to an email address unless it is a particularly sensitive issue that does need to be dealt with privately. Your organization should create, publish and adhere to posting guidelines. If a user flouts the posting guidelines, ensure that they are dealt with in the appropriate manner. All administrators must understand and agree with the guidelines before taking on an administration role. How to run an effective Social Media Campaign Page 39 of 45 © 2013 PRwilson Media
  • Appendix C Twitter etiquette With Twitter, like any social media platform, consider how you would feel if your boss, client, colleagues, spouse, partner, kids or parents saw the tweet, because Twitter is an open, searchable, global public forum where any tweet can go viral. Here are twenty-four recommendations to guide your interactions. Even if you’re already an active Twitter participant, it’s useful to review this checklist. 1. Use a recognizable Twitter handle. Where possible, align your presence across different platforms. Also, keep your Twitter handle (name) as short as possible so it doesn’t consume lots of letters of your tweets. 2. Don't be an "egg". Make sure you add a profile picture 3. Use your Twitter bio to help others.. Provide useful content about yourself to give context to your tweets. 4. Don't Auto Direct message People. It’s a broadcast message that recipients know isn’t targeted at them. For many, especially more seasoned Twitter users, its spam. 5. Check your environment before you tweet. Don’t ignore the people you’re with in real life to tweet. Consider how your behaviour will be viewed before you do it. 6. Always introduce yourself. This is particularly important when you join a chat or other group conversation. 7. Let followers know you’re going to be tweeting more than average. This is important when you’re participating in a chat or live tweeting a conference. It gives your followers a chance to not pay attention. I always let my followers know that I’m joining a chat. Review the people following you to determine if you should follow them back. You 8. don’t need to feel that you have to follow everyone. The other side of this point is to not feel hurt if someone doesn’t follow you back. 9. Don’t follow people and unfollow once they follow you. This is a rude move. If you want to build a large follower base, work to achieve it in a more above board manner. 10. Don’t use someone’s Twitter handle in a tweet just to get their attention. Unless you’ve got a good reason to try to get someone’s attention, this type of tweeting can backfire. Beware especially if the person has a large following. 11. Give credit where credit is due. Like any other piece of content, acknowledge the originator of the idea or information. Remember a tweet can have an embarrassingly long life. How to run an effective Social Media Campaign Page 41 of 45 © 2013 PRwilson Media
  • Appendix D - Best Times of Day to Update social media Trying to figure out when your tweets will get the most “RCEF ” is the name of the game. Your RCEF is when your tweets get: 1. (R)etweeted 2. (C)licks on their links 3. (E)ngagement, comments or replies 4. (F)avorited Hidden Factors To Consider: How to run an effective Social Media Campaign Page 43 of 45 © 2013 PRwilson Media
  • 3. At the time YOU followed other people. Since many people will follow back after you follow them, if you habitually follow people at the same time of day, your RCEF will tend to be high at that time of day. Quick Tip: Pay attention to when you follow people! If you find people to follow by searching current tweets, don’t do all your following at times you don’t usually tweet. Do some following during the times you typically tweet the most. 4. At the time people interested in what you tweet about are most active. For example, many people like to tweet about TV shows while they watch them. So if you tweet about a TV show that is on at the same time each day, you’ll get increased RCEF at that time of day. This will happen even if you don’t tweet at that time (maybe you wait until the next morning to tweet, for example). Quick Tip: This one’s easy. If you have something to say about an event, say it during or just before or after the event. If you tweet well before the event, consider splitting it into two tweets— one that you say right now when you thought of it, and another that you schedule for during or just before the event itself, when more people interested in the event will see it. 5. When lots of people are following others. Friday—because of the #FollowFriday phenomenon—is when a lot of people follow others. If you get most of your followers on Fridays, that’s a proven time they are active on Twitter, and your RCEF is likely to be highest on Fridays. Quick Tip: Try to be active when your followers are active (generally, don’t take Fridays off.) If you have friends that recommend you, ask if they can do so at times that you are typically online and active on Twitter. Summary If you are looking for one factor to consider above all others, concentrate on getting engagement from popular influencers. Working out when they engage and what their favorite topics are can mean more for your tweets than any other factor. If you or your organization tweet mostly about just one or two topics, observe when those topics are getting the most engagement, and try to tweet at those times. How to run an effective Social Media Campaign Page 45 of 45 © 2013 PRwilson Media