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Using Twitter for Business Engagement

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Using Twitter to Build Business Engagement …

Using Twitter to Build Business Engagement

The exponential growth of social media and ubiquitous use of mobile technology has changed the way we communicate both socially and for many also professionally. This workshops looks specifically at how Twitter can be used as a communication channel to build business engagement and an introduction to some of the ways this can be measured.

Sue Beckingham | @suebecks
Sheffield Hallam University

Published in: Business, Technology
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  • 1. Using Twitter for Business Engagement Sue Beckingham | @suebecks Sheffield Hallam University
  • 2. What is Twitter Twitter is a microblogging site that allows you to send short messages with up to 140 characters. You can interact in three ways: Send a message publicly Send a message to a specific person publicly Send a private message to a specific person
  • 3. Number of MAUs (monthly active users) http://www.statista.com/statistics/282087/number-of-monthly-active-twitter-users/
  • 4. Type of Account Company • Keep your audience up to date on news • Promote recent blogs articles, website updates or events • Offer support and guidance Personal • Act as a liaison between the public and your company • Make connections to expand your company’s network • Communicate what you and colleagues are working on
  • 5. Aims for using Twitter • Establish thought leadership • Build academic reputation • Develop relationships • Promote events • Generate leads for your business • Interact with your client/customer base
  • 6. http://visual.ly/twitter-and-science
  • 7. Visibility Approaches: • a) ensuring that search engines can easily locate your content online • b) promoting that content through word-of- mouth • c) using Twitter to share and amplify information
  • 8. Search • Paid search displays sponsored links for certain predetermined keywords • Optimised search the practice of editing both the content and code of a website in order to improve its page ranking within search engines. • Social search relies on a user’s social network rather than traditional search algorithms to determine the relevance of search results. Weisgerber (2012:36-51)
  • 9. Building a Network Involves: • attracting new followers on Twitter • building a community, • and most importantly, maintaining it. Two way communication
  • 10. Strategy • Understand your audience • Create and curate content that will be of interest to them • Schedule updates so they are well spaced • Monitor comments and respond
  • 11. Impact measurement action attitude attention
  • 12. Paying Attention • Follows • RTs • Mentions • Clicks (on links)
  • 13. Attitude of your audience • Is there a dialogue? • Is it positive? • Is there interest? • How will you deal with negativity?
  • 14. Actions Leading to: • Conversations • Applications • KTP requests • Invitations to speak • Media interviews • Collaborative projects
  • 15. What to say… • Broadcast updates and reminders • Share useful links to videos, audio • Promote events • Share expertise linking back to your website or blog • Create share-worthy experiences
  • 16. Engage with your network • Interact with your followers and open up a dialogue • Ask questions • Reciprocity - RT others • Use DMs for personal one to one messages
  • 17. Be… • Consistent • Relevant • Current • Personal • Patient
  • 18. Monitoring activity • Check for replies, mentions and new followers by going to the Notifications tab • Consider receiving email updates • Use analytics software – Twitter Analytics – Shortened URL tools such as bit.ly and goog.gl
  • 19. Orchestration • Defining workflows • Content and message creation • Scheduling content in advance • Conversation moderation • Escalated response and tracking • Making use of social data
  • 20. https://www.mediabistro.com/alltwitter/twitter-business-tips_b31823
  • 21. Building Followers • Be findable – select an easy to remember username • Promote your username on your business cards, email, blog or website along with any promotional materials you may use • Add follow buttons to your blog or website • Make it easy for people to connect with you
  • 22. Your Profile 1. Photo, Avatar or Logo 2. Bio 3. Link to your website or blog WHY would someone want to follow you? Your bio will help them make that decision
  • 23. Finding people to follow • Who to follow tool (makes suggestions) • Twitter Search https://twitter.com/search-home • Look at the people your followers are following • Follow Industry contacts • Collect People’s Twitter name at events • Build your connections steadily
  • 24. Twitter Jargon • Twitter handle: the username you select to represent yourself or your company • Follow • Follower • Status update • Reply • Direct message • Retweet (RT) • Mention • Modified tweet (MT) • Twitter stream • Hashtag • Trending topics • Promoted Tweets
  • 25. Twitter Shortcuts
  • 26. Creating Lists to organise who you follow into groups Examples of Lists
  • 27. Filter By developing good connections with shared interests, collaboratively we can filter what is relevant to us
  • 28. Use of Dashboards • Hootsuite https://hootsuite.com/ • Tweetdeck https://about.twitter.com/products/tweetdeck View your lists in columns
  • 29. #Hashtags • Hashtag confusion - use with care #nowthatcherisdead #susanalbumparty • Uses: Events, TweetChats, emphasis #SHUevent #Sheffield #BYOD4Lchat Always check a hashtag via Twitter search to see if it is currently being used.
  • 30. Advanced Search Via the url: https://twitter.com/search-home Via the search bar.
  • 31. Analytics URL shorteners • Bit.ly https://bitly.com/ • Google url shortner http://goo.gl/
  • 32. Analytics To sign up go to: https://analytics.twitter.com
  • 33. Social Analytics • Hootsuite http://signup.hootsuite.com/twitter-analytics/
  • 34. Social listening • Conversation histories: keywords, conversation topics, hashtags, timing of interaction • Social user profiles: demographics, interests, connections
  • 35. Learn by good example! I like to listen. I have learned a great deal from listening carefully. Most people never listen. ~ Ernest Hemingway
  • 36. http://first-tweets.com We all started with a first Tweet
  • 37. Using Twitter to Build Business Engagement The exponential growth of social media and ubiquitous use of mobile technology has changed the way we communicate both socially and for many also professionally. This workshops looks specifically at how Twitter can be used as a communication channel to build business engagement and an introduction to some of the ways this can be measured. Sue Beckingham | @suebecks Sheffield Hallam University

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