#hashtags: great ways to tag your Twitter update on a specific subject. This way, followers and non-followers can find your update using the Twitter search box on the Twitter homepage, or using one of the Trending Topics.
#ETF, #ishares, etc.
URL shorteners: tinyurl .com/ , bit. ly/ , Bit.ly will show a history of your recent shortened URL’s, as well as the number of clicks this shortened URL has received, and also additional Bit.ly links that have been created for the article.
Monitor brand twitter comments, by hour, day, week, month.
Is there ever a spike ( positive or negative) in brand-related terms (in a week, day or even hourly)?
Who are the most active Twitter users that are tweeting about your brand? Who are they communicating with the most?
Are there some really good brand advocates out there?
See what types of people have formed virtual communities. You might eventually consider contacting the key members of this virtual community to gather feedback/suggestions or to leverage them for brand promotion.
Are your followers active? Active users share your links, they give you feedback, they talk to you.
Do the people who follow you have influence? Would you rather get 50 retweets from users with 10 to 100 random followers? Would you rather get 10 retweets from influencers in same niche, with all of them having 1000 to 10,000 very relevant followers?
Tweet a link or idea and having someone with a blog in the same niche write about it and link to you? Some users can reach more people much faster and these are the ones that can help you.
Create a user-friendly Twitter ID - stay away from numbers or an underscore. As your community grows, you’ll have many names and IDs to remember. Throwing in numbers and underscores makes it more difficult.
Communication Channel - what do you want to talk about? By listening first you can ID ways to join the conversation and be useful.
Find the right voice - the Brand Voice” should reflect the personality traits of the brand.
Become an authority - If you make yourself an authority on some topic being discussed in the Twitterverse, people will seek you out to be in the conversation - and that is evidence of influence. Find your niche and own it.
People use social media for many reasons, some more serious than others. But no one is immune from enjoying themselves. If all you do is post links to your latest influential blog, or link to current news stories you’re reading, you may be adding value, but you may also be boring everyone who follows you. Toss in an unexpected joke, complain about your dog, announce your engagement.
Reward with shout-outs
When you see someone doing something awesome, give them a high-quality shoutout. Everyone loves hearing that they’re doing something awesome - and they also remember who thought this in the first place.
Connects journalists, bloggers, analysts, and other influencers to PR.
Anyone in PR, communications, blogger relations, community management, analyst relations, should follow @microPR on Twitter.
Any journalist, reporter, blogger, analyst, or anyone looking for the help of someone in PR, should tweet @microPR with your request, and PR people will see the rebroadcast through the micropr account with your Twitter name.