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Anatomy of Twitter - Establishing Yourself


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This excellent overview of Twitter and the best practices for creating an account was presented byJulio Fernandez ~ @SocialJulio
VP Enterprise Search & Social SEO for Global Strategies at a WOMMA event in 2009.

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Anatomy of Twitter - Establishing Yourself

  1. 1. Anatomy of a Twitter Account 15 steps to optimize your prole Presented by: Julio Fernandez ~ @SocialJulio VP Enterprise Search & Social SEO 1
  2. 2. Presentation to • Twitter Basics • Social Listening • Identifying Inuencers • Engaging the Community • Message Distribution • Reputation Management • Action: Optimize your Prole, help Google nd you! 2
  3. 3. Twitter Basics More than “Geeks” @aplusk 1,827,199 followers @BarackObama 1,206,284 followers @Oprah 1,095,704 @The_Real_Shaq 1,028,347 followers @NYTimes 898,295 followers @RickSanchezCNN 90,088 followers @2DrinksBehind, 3,834 followers Users • 4 to 5 million users (Nov. 2008) Current estimates: 31 million • After the “Oprah effect”, 43% lift. 17 million users (May 2009) • 5 to 10 thousand new accounts per day • Average number of followers is 70 • 35% of Twitter users have 10 or fewer followers • 9% of Twitter users follow no one at all • Top users tend to have more followers than the number of people they follow • Bottom users tend to follow more people than follow them • 0.6% of all Twitter users have more than 1,000 followers SOURCE: Twitter & HubSpot Twitter Grader, which has information on over 500,000 Twitter proles. 3
  4. 4. Twitter Basics Prole • 80% added a bio to their prole • 63% have uploaded a photo to their prole Top 5 “locations” • London, USA, San Francisco, New York, Chicago Tweet Stats • 30% decrease in activity over the weekend. • Wed & Thur are the most popular days of the week to Tweet • Trafc to has grown over 800% in the past 12 months ( Does not include phones or Twitter clients. • After the Oprah's show, Hitwise reported a 43 percent spike over the previous Friday. Though much of that critical mass could be attributed to Ashton Kutcher’s and CNN’s publicity stunt race to a million followers, 37 percent of visitors to Twitter were new on Friday. SOURCE: Twitter, Hitwise & HubSpot Twitter Grader, which has information on over 500,000 Twitter proles. 4
  5. 5. Hudson River Twitter photo 5
  6. 6. Twitter ~ Social Listening • Real time feed about your brand and related topics • Track keywords related to your brand • Understand how the community talks about you or competitors • Identify trends of positive or negative conversation early • Understand the language and tone the community uses 6
  7. 7. Search by “Rank” 7
  8. 8. Twitter “keyword cloud” 8
  9. 9. Wefollow Directory 9
  10. 10. Twitter ~ Identifying Inuencers • Identify individuals talking about your brand or related topics • Determine their authority • ReTweets? • # of followers? • Are they afliated with other channels – a blog linked from their prole, for example? • Engage the user if possible on the conversations they initiate or participate in • Develop credibility to raise the odds that inuencers will help spread your message 10
  11. 11. Twitter ~ Engage the Community • Engage in conversations that you identify as related to your brand or product • Answer questions that you see if you are able to • If you need to nd the answer, let them know you heard the question and will go nd the answer • Make statements of agreement when community members make a good point • Allow personality into your accounts • Let the other users know that it’s a real person • Effective to allow some personality messaging alongside brand / product-driven messaging 11
  12. 12. Twitter ~ Message Distribution • Once you have people “following” your Twitter account, they can help you distribute your messages • Cross post from other publishing channels • Announce blog posts • Announce new videos • Announce news articles, etc. • Other users can “ReTweet” and pass along content into their social networks – this expands the “reach” of the message • The more often you present valuable content, the more often your users will push your messages out further 12
  13. 13. Twitter ~ Reputation Management • Identify threats to your brand • Respond quickly • Engage with respect • Provide information • Establish what the account owner should / shouldn’t respond to • Establish a chain of command if the account owner is unsure of response strategy 13
  14. 14. Twitter ~ Must Proved Value • Be a user – a member of the community, not an exploiter • To attract worthwhile followers you must provide value • Quality over quantity (though quantity is nice & will help you with some tools) • Followers who value your engagement will be your advocates within Twitter 14
  15. 15. Brands & People! 15
  16. 16. Brands & People! 16
  17. 17. Brands & People! 17
  18. 18. Brands & People! 18
  19. 19. Brands & People! 19
  20. 20. Anatomy of @Ford Twitter Account 20
  21. 21. Learn from @Ford 2 3 4 12 1 5 6 15 7 8 9 10 11 13 14 21
  22. 22. Twitter Account Optimization 1. Twitter Handle Optimize your user name • Related to brand / product • Short, easy to read • Avoid underscores ( _ ) and numbers • Understand what happens if you change your handle 22
  23. 23. Twitter Account Optimization 2. Prole Photo Choose a good photo • Preferably a picture of a person, perhaps with a logo superimposed over the corner • If there are multiple branded accounts, link them by using same logo, border design, and / or photo style for each • If the picture is just a corporate logo it is too impersonal and gives no information about the personality manning the account – Twitter is a social tool 23
  24. 24. Twitter Account Optimization 3. Name Name, different than your user name • This is the actual name of the person using the account • You can make the handle a branded or product name and use the person’s rst and last name here • Use full name with spaces; add corporate info or job title • Google indexes this information 24
  25. 25. Twitter Account Optimization 4. Location Don’t leave it blank • Use a city or something else relevant if you can • Integrates with and other services to automatically change location as you travel 25
  26. 26. Twitter Account Optimization 5. Website Link to your site • You should link to your Web site, or to a specic page related to the objectives of this account • Use a personalized tracking URL ( or to track the number of clicks from your Twitter bio 6. Bio • Use all the space to describe the person, their position, as well as the brand / product / organization 26
  27. 27. Twitter Account Optimization 7. Following You must interact with people • Search for people using your keywords and follow them • Don’t auto-follow – you may end up following spam accounts • Don’t auto-reply – anything too generic or automated will reduce your authority and you’ll lose followers • Welcome followers if you have the time 27
  28. 28. Twitter Account Optimization 8. Followers # of followers is not equal to authority • Authority and trust are not related to the number of followers you have • Offer value to your followers through your messages • Valuable messages will be pushed out further into the community through “ReTweets” • Participate in ongoing conversations 28
  29. 29. Twitter Account Optimization 9. Updates Send out regular updates • At least 3 posts per week is a good minimum, offer information regularly • Correct frequency depends on the account, your goals, your target audience, and the information you’re sharing • It’s OK to Tweet more at rst – you need to practice messaging in 140 characters, and users will see you’ve been using the tool on your prole 29
  30. 30. Twitter Account Optimization 10. Favorites “Favorite” the things you like • You can “favorite” a Tweet that you like by clicking on the outline of a star next to the message • Easy way to archive messages to nd later • Other users can see what your marked – good way to let others know what this account is all about, by “favoriting” messages related to your brand, product, & social goals 30
  31. 31. Twitter Account Optimization 11. Actions / Direct Messages / Block A “DM” is a private message • Direct Messages (DMs) are private messages from one user to another • DMs do not go into the public cloud • To send a DM, the user has to follow you • Users can also “Block” one another, then they cannot follow or DM your account 31
  32. 32. Twitter Account Optimization 12. Background Optimize the screen behind your prole • You can upload images or have a designer create a custom image that ts the screen area exactly • Background can have text giving more information about you / your brand – but it can’t be copied, pasted, clicked-on • Same way you have a style guide for your Web site, you should have a style guide for corporate Twitter accounts 32
  33. 33. Twitter Account Optimization 13. About Information about the posted message • When the message was posted • Twitter is a global tool, remember that your AM is someone else’s PM • A permanent URL to link to the specic message • As Twitter messages stream through time this is the only way to link directly and permanently to a message after it passes through your screen 33
  34. 34. Twitter Account Optimization 14. Twitter Client How was the message sent • This appears next to the “About” information for each message • Tells you what tool was used to send the message, test different tools as they have different features • Visit and 34
  35. 35. Twitter Account Optimization 15. The Message What you are saying • Optimize with keywords • Each message should be able to stand alone and make sense to a new reader today and in a month. • Messages should use hash tags (#tag) for relevant internal Twitter searches/trends/themes ( • Use personalized tracking URLs ( or to see useful metrics 35
  36. 36. Next Steps • Follow @SocialJulio VP Enterprise Search & Social SEO • Twitter addict for over 2 years Julio Fernandez • Visit our Web site: • Twitter: Thank You! 36