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Twitter 101


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Twitter can be a powerful tool to support business messaging — but only if that messaging is optimized for the service and released along a strategic timetable. Brent S. Gambill of Martin-Wilbourn Partners, a social media marketing expert, spoke Tuesday at the Arkansas Chamber of Commerce on the subject of Twitter fundamentals. Read on to learn about how to get the most out of your Twitter messaging by utilizing proven strategies.

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Twitter 101

  1. 1. Twitter 101Martin-Wilbourn Partners
  2. 2. Twitter• Twitter has more than 500 million users• 60% Female, 40% Male• 120,000 tweets are posted every second• 340 Million tweets are posted per day• Every day, 1 million new accounts are created• 43% of Americans are exposed to tweets from traditional media
  3. 3. Twitter• 64% of Twitter users are more likely to buy products of brands they follow• 53% of users have recommend companies and products on Twitter• 50% of shoppers have made a purchase based on a recommendation posted on social media• Engagement levels among Twitter users rose from 69% in 2011 to 76% in 2012
  4. 4. Twitter: Super Bowl• 26 Super Bowl commercials included Twitter references. – Four referenced Facebook – One referenced Instagram – One referenced YouTube – Zero referenced Google+• Twitter increased its hashtag mentions by 300% over the course of 2011
  5. 5. Twitter: Super Bowl
  6. 6. Twitter Glossary• Blocking – Action used to keep someone on Twitter from following you or adding you to their lists, resulting in no mentions of them being delivered to your Mentions tab.• Deactivation – A way to remove a profile from Twitter. Information from deactivated profiles remains in Twitter’s system for 30 days.• Direct Message (DM) – Private, 140-character message between two people. You may only DM a user who follows you.• Favorite – To mark a tweet by clicking the yellow star next to a message. Marked posts are housed in your personal “Favorites” section.
  7. 7. Twitter Glossary• Follow – Subscribing to someone’s tweets or updates.• Follow Count – Quantity of people or accounts you follow, and how many people or accounts follow you.• Follower – Twitter user who has followed you.• Following – Reflects the quantity of other Twitter users you have chosen to follow.
  8. 8. Twitter Glossary• Handle – Username selected by a user and its accompanying URL (i.e. @BrentSGambill and• Hashtag (#) – The # symbol is used to denote a topic of conversation, allowing users to participate in a larger linked discussion (i.e. #Braves, #MadMen). A hashtag is a discovery tool that allows others to find your tweets, based on topics. You can also click on a hashtag to see all the tweets that mention it in real time – even from people you do not follow.
  9. 9. Twitter Glossary• 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 users. Used to tie specific individuals into a group on your Twitter account.• Mention (@) – Referencing another user by including the @ sign followed directly by their username (i.e. @LRChamber) in a tweet. Users are notified when mentioned. It is also a way to conduct discussions with other users in a public realm.• Modified Tweet (MT) – Placed before the retweeted text when users manually retweet a message with modifications, for example shortening a tweet.
  10. 10. Twitter Glossary• Name – A listing separate from your handle. It can be different from your username and is used to locate you on Twitter. Must be 20 characters or fewer.• Profile Picture – Personal image uploaded to your Twitter profile via the Settings tab of your account.• Promoted Tweets – Tweets that businesses have paid to promote. They appear at the top of search results on Twitter.• Protected/Private Accounts – Twitter accounts are public by default. Choosing to protect your account means your tweets will only be seen by approved followers and will not appear in search results.
  11. 11. Twitter Glossary• Reply – Tweet posted in reply to another user’s post, usually posted by clicking the “reply” button next to their tweet in your timeline. Always begins with @username.• Retweet (RT) - Re-posting or giving credit to someone else’s tweet. The retweet button allows instant sharing of another’s full embedded post.• Retweet with Comment - Re-posting or giving credit to someone else’s tweet by manually cutting and pasting content into a post.
  12. 12. Twitter Glossary• Timeline – Real-time stream of tweets you see on your homepage. It’s comprised of updates from users you follow.• Trends – Subject algorithmically determined to be one of the most popular topics at the moment on Twitter.• Tweet – 140-character message.• Unfollow – To cease following another Twitter user. Their tweets no longer show up in your timeline.
  13. 13. Twitter Glossary• URL – Uniform Resource Locator (URL) is a web address that points to a unique page on the Internet.• URL Shortener – Turns a long URL into a shorter URL. Shortening services can be found online (i.e. Bitly, TinyURL).• Username – Also known as a Twitter handle. Must be unique and contain fewer than 15 characters. Is used to identify you on Twitter for replies and mentions.• Verification – Process whereby a user’s Twitter account is stamped to show that a legitimate source is authoring the account’s tweets. Sometimes used for accounts who experience identity confusion on Twitter.
  14. 14. Twitter Tips: Branding• Consistency – Handles – Bios• Official Page• Imaging – Profile Photo – Header – Background
  15. 15. Twitter Tips: Organization• Social Media Directory – Page Managers• Monitoring• Training• Page managers should use separate mobile twitter apps for personal and company
  16. 16. Twitter Tips: Organization
  17. 17. Twitter Tips: Organization
  18. 18. Twitter Tips: Organization
  19. 19. Twitter Tips: Organization
  20. 20. Twitter Tips: Content• Consistent posting• Include links – Tweets with links are three times more likely to be RT’d• Be timely
  21. 21. Twitter Tips: Content• Specific words can lead to a higher rate of retweets• The most commonly retweeted words: – You – Twitter – Please – Retweet – Post – Check out
  22. 22. Twitter Tips: Content• Posts with more than 118 characters on Twitter have less engagement. – Users do not want to read longer tweets, and retweets with comments are more difficult to retweet.• Grammar matters. Use proper punctuation. – Colons and periods are the most commonly used punctuation. – Question marks and semicolons are not commonly used.
  23. 23. Twitter Tips: Content• How many tweets per day? – Research indicates ten to twenty tweets is a good daily average for brands. – Infrequent posts can lead to unengaged followers. – Over-tweeting leads to engaged unfollows.• Engagement is higher on posts with photos. – Instagram no longer embeds photos on Twitter. – Twitter has photo filters?
  24. 24. Twitter Tips: Content• A common mistake is starting a tweet with @someone for a post meant for the public. – When a tweet begins with @someone, only the two accounts (one posting and one mentioned) will see the post, along with anyone who follows both.
  25. 25. Twitter Tips: Hashtags• The hashtag was first used in August 2007.• A hashtag is a ”tag” used to categorize tweets according to topics.• To add a hashtag, you preface the relevant term with pound sign (#).• It allows people who follow a topic to find your tweet and hopefully follow you.• You can create your own business hashtag.• Be careful of using trending hashtags – Example: #LRChamber #WPS #MWPartners
  26. 26. Twitter Tips: Hashtags• Use sparingly & respectfully• Search a hashtag before using it• Hashtags provide useful context & cues for topics• Excessive use causes annoyance, confusion or frustration• Use hashtags when it adds value, not on every word in a post• Create an official hashtag for your business
  27. 27. Twitter Tips: Hashtags
  28. 28. Twitter Tips: Hashtags
  29. 29. Twitter Tips: Hashtags
  30. 30. Twitter Tips: Engage• Communicate with users who engage with and mention your brand.• Negative tweets will happen. – Customer service is #1. – Respond. Be personable. Be polite. – Next step is to move to phone or email contact.• Follow other users.• Respond to new followers.
  31. 31. Twitter Tips: Engage
  32. 32. Twitter Tips: Engage
  33. 33. Twitter Tips: Engage
  34. 34. Twitter Tips: Engage
  35. 35. Twitter Tips: Engage
  36. 36. Twitter Tips: Engage
  37. 37. Twitter Tips: Customer Service
  38. 38. Twitter Tips: Customer Service
  39. 39. Twitter Tips: Customer Service
  40. 40. Twitter Tips: Customer Service
  41. 41. Twitter Tips: Policy• Create a Social Media Standards & Practices Guide – Provides rules for employees – Page managers need expectations for their work on social media – Involve public relations strategies
  42. 42. Martin-Wilbourn Partners• Follow me at @BrentSGambill• Follow us at @MWPartners• Website:• Blog: