Twitter Power: Rules
Follow style rules.
Give credit for retweets.
Stick to 140 characters.
Follow people who follow you.
Twitter Power: Classic Tweets
This is what I’m doing now.
This is what I’m thinking now.
This is what I’ve just done.
I’m entertaining you now.
Can you help me do something now?
Look at the picture of what I’ve been doing.
Twitter Power: Tweeter Types
• Twitter for Virtual Teams
• Twitter for hashtag chats
• Twitter for conferences and events
Twitter Power: Build Your
Create a story.
Reinforce your core story.
Tweet news, customer support, feedback, special offers.
All-in-One: Blog Goals
• To drive traffic: If your goal is to drive traffic to your website, blogs are a terrific way to do so.
With the right keywords, headlines, and phrases, you’ll catch the attention of the search
engines, and the people who are searching for your type of business may land on your pages.
Text-heavy content is the best way to drive search engine traffic. Book II, Chapter 2 delves
into using SEO as part of your content strategy.
• To drive sales: You can use many different types of content to drive sales. For example, video
is a terrific way to show off a product’s effectiveness, while an audio podcast enables you to
offer expert interviews, and blogs cover it all. In fact, you can even embed your podcast and
videos in a blog post.
• To build community: If you’re hoping to effectively communicate with your customers and
build community, blogs are your platform. Because readers can comment on blogs, it’s an
excellent community-building tool.
• To raise awareness: Though all platforms can help to raise awareness, videos are excellent for
visual impact and tugging at heartstrings, while blogs allow for more descriptive phrasing.
• To reach a broad range of people: All platforms have the ability to reach a broad range of
people as long as the content is intriguing and you properly promote it.
• To introduce experts, products, and services to your customers: Because videos are more
visual, they’re perfect for product introduction, but all platforms work well for any of these
All-in-One: First Posts
• Plan for five to ten blog posts. Create several blog posts to get the feel of working
with the software. It’s always a good idea to have several — five to ten — blog
posts in the can before going live. Starting with several blog posts enables anyone
coming to your blog to poke around for a while rather than read a single post and
leave. You also have a better chance of gaining subscribers, fans, or customers if
you offer more than one piece of content. Plus, multiple blog posts helps you rank
better in the search engines.
• Leave room for discussion. The beauty of blogs is that they’re a discussion
platform. Readers can use the comment box on the bottom of the blog to ask
questions and leave comments, and you can respond to them in kind. Make sure
that your blog posts are open-ended and allow for comments from your
community. Ask questions or invite other opinions.
• Set up a regular blogging time. Choose a time when you’re most focused and less
likely to have interruptions from the phone, e-mail, or fellow team members.
• Use photos and video to break up text and draw in the eye. You can either take
your own images or use a stock photo agency.
• Ask for feedback. Don’t be afraid to solicit feedback from trusted peers. You want
to know whether your blog is easy to read, easy to navigate, and aesthetically
All-in-One: Evergreen Content
Evergreen content has the potential to be searchable indefinitely.
“How to change a tire” is a good example of evergreen content.
Some examples of evergreen content are
• How to’s
• Histories (even if it’s the history of a certain product or
• Informational posts (for example, “The Health Benefits of
• Etiquette (for example “The Etiquette of Commenting on
• Rules (for example “Rules of Grammar”)
All-in-One: 140-Character Tips
• Make every word count. Use words that show an action or make an
impact. Avoid filler words, such as “that.”
• Use short words when at all possible. Try short, eye-catching words
over larger words. Just about every “big” word has a shorter
• Punctuation matters. You may be tempted to skip your periods and
commas in order to fit in more characters. Run-on sentences don’t
look very pretty, and they’re hard to read. Do your best to use
proper grammar and punctuation.
• Use humor. Do you know what gets lots of retweets and responses?
A funny tweet. That isn’t to say every post needs to be slapstick, but
don’t be afraid to say something funny now and again. Your
community will enjoy it.
• Get to the point. Don’t take the scenic route; get right to the point.
You have only 140 characters to work with, so say what you have to
say without mincing words.
All-in-One: 140-Character Tips
• Grammar counts. Don’t use poor grammar because it fits the tweet better.
Grammatical errors turn people off from wanting to do business with you because
they feel you’re unprofessional.
• Use both upper- and lowercase. All uppercase letters make people feel as if you’re
yelling at them, and all lowercase letters looks as if you’re too lazy to hit the Shift
key. Make a good impression by rocking the upper- and lowercases.
• Give value. Being silly and fun on Twitter is okay, and it’s fine to say something
frivolous as well. Just be sure to add value into the mix. If you’re using Twitter to
promote your business, share your expertise as well.
• Don’t always make it about you. Don’t make every tweet about you or your
business. Visit with your community. Participate in other conversations, ask
questions, and share links to other people’s stuff.
• Don’t break up your tweets. Be careful dividing up tweets to continue a thought.
So many people will see only the first or second half of the tweet and have
absolutely no idea what you’re talking about.
• It’s okay to use characters. Even though we discourage text speak, feel free to
replace the word “and” with an ampersand. Replacing a word with an accepted
character isn’t considered unprofessional.
Promothe people who will receive the most value from your tweets and
• Do follow
your brand. You may be tempted to follow everyone you can simply to receive
a follow-back in return, but this approach only leads to a cluttered, hard-tofollow Twitter stream with people who don’t really care about you or your
brand. Be selective with your follows for the best level of engagement.
• Do search for specific keywords and topics. By all means, use your search
function to find the people who follow a specific keyword or talk about a
• Do be sure to inject your personality into your tweets. Don’t be afraid to use
humor, slang (that isn’t vulgar or offensive), or any other words that show off
your personality. You want to show your human, endearing side. The people
who are most successful on Twitter aren’t afraid to show their personality and
fun, playful side.
• Do ask questions. Get some interaction going with your Twitter
community by asking questions. Keep in mind that you won’t get a
response every time, but sometimes some great conversations
ensue. Also, don’t be afraid to use question time to solicit feedback
— both positive and negative.
• Don’t respond to each question with a link. If people reach out to
your brand on Twitter, you may at times respond with links and at
other times avoid them. For example, if they can’t find a sign-up
page for your newsletter, by all means respond with a link. If they
ask a general information question falling within your area of
expertise, don’t respond with your latest blog post. That’ll get old
and spammy after a while.
• Do be sure to inject your personality into your tweets. Don’t be
afraid to use humor, slang (that isn’t vulgar or offensive), or any
other words that show off your personality. You want to show your
human, endearing side. The people who are most successful on
Twitter aren’t afraid to show their personality and fun, playful side.
• Do share links to your stuff. Have a great promotion? Share
the link! Did you write a great blog post? Share the link! Does
someone else have something cool to promote? Share the
link! After all, if you’re using Twitter as a promotional tool,
you’re looking for an end result for your ultimate goal, a goal
which you can’t meet without the link. Don’t be afraid to
• Do answer questions and respond to comments. If folks are
reaching out to you on Twitter, it’s a good thing. It means
they’re putting their faith in you and find you accessible. Make
sure to check Twitter throughout the day for questions and
comments so that you can be sure to address everything in a
• Do share links to other people’s stuff. The social networks
aren’t only about you. Highlight other people’s
achievements, and they’ll be more likely to highlight yours.
Remember, though, a “you scratch my back and I’ll scratch
yours” mentality gets a bit old.
• Do tweet every day. Consistency is key to social media
success. Put yourself out there every day so that you’re a
visible presence. When folks know when to expect your
tweet, it’s a good thing.
• Do take conversations private. Not everything has to be out in the
open. There’s nothing wrong with offering to take an in-depth
conversation offline or private. Sometimes, a one-on-on
conversation is the best case because you don’t want to exclude
everyone else in your stream. Also, if you’re dealing with a negative
situation, there’s only so much you can resolve in 140 characters, so
taking the conversation private is the way to go.
• Do talk to everyone. If your Twitter account has 2,500
followers, 2,500 people are interested in learning about you or your
brand. Of course, you can’t reach out to everyone by name every
day, but ensuring that many of your daily tweets apply to everyone
is almost as good as reaching out to everyone. While at times you’ll
want to reach out to individuals, if your Twitter account is a hotbed
of exclusivity, you’ll lose followers.
• Do talk about yourself and your brand. You’re going to hear
and read a lot about how the social networks aren’t for selfpromotion and how it’s all about the conversation, and that’s
true. However, it’s silly to think you’re spending all your time
on Twitter or Facebook and can’t even promote your brand.
• Do find topics of interest. Try introducing a different
discussion topic or question to your community each day. See
whether you find any news that will interest to your niche or
talk about the latest tools and technique. Find something
discussion-worthy and go for it.
• Don’t spam everyone who is talking about those topics and
keywords. Do you know what people who use Twitter regularly
hate? They can’t stand it when they mention a word, and then all
these spammers come out of the woodwork. For
example, mentioning “iPad” on Twitter leads to a flurry of hopeful
sales people bombarding the unsuspecting tweeter with links to
discounts on tablets. You’ll find yourself reported as a spammer if
• Don’t auto-follow everyone who follows you. You may be
considering paying for an auto-follow program — that is, an app that
automatically follows everyone who follows you or who follows a
specific Twitter account or keyword. An auto-follow program isn’t a
good idea because not only don’t you know everyone in your Twitter
stream, but people who auto-follow are very easy to spot because
they have a high ratio of people they follow versus people who
follow them. This ratio imbalance is usually the sign of a
spammer, and it drives followers away.
• Don’t respond to each question with a link. If people reach
out to your brand on Twitter, you may at times respond with
links and at other times avoid them. For example, if they can’t
find a sign-up page for your newsletter, by all means respond
with a link. If they ask a general information question falling
within your area of expertise, don’t respond with your latest
blog post. That’ll get old and spammy after a while.
• Don’t only drop links. If your Twitter stream is nothing but
links and self-promotional spamminess, no one will care. You’ll
drive everyone away. Make sure that links are only a small
percentage of what you’re sharing on Twitter.
• Don’t rely solely on the scheduled tweet. Scheduling your
tweets, usually through an app such as HootSuite, helps to
make sure that you post announcements throughout your day.
However, when all you post are announcements, what you’re
doing is broadcasting and not interacting. If it helps, go ahead
and schedule those announcements, but do stick around in
case someone has questions.
• Don’t ignore a tweet because you don’t want to draw light to
negativity. All feedback is good feedback, even the bad stuff.
Answer questions even if they relate to a negative
experience, especially because people are watching. If you’d
rather not talk about such things with so many people in
attendance, invite the tweeter to take it offline with a phone
call or e-mail.
• Don’t share or retweet a link unless you know exactly what it’s
about. Have you ever seen a popular tweeter share a link and
instantaneously receive hundreds of retweets in return. It’s a good
bet many of those retweeters didn’t even click the link to read what
it’s all about. Blind faith is cool and all, but what if the tweeter was
linking to a post that is a lie or something offensive or
inappropriate? A retweet is an endorsement, and it’s in the best
interests of your brand to know exactly what you’re putting out
• Don’t let your Twitter account become a ghost town. People feel
better knowing that their favorite brands are socially engaged
because it makes them feel as if they’re really into what people
think or want. When they look up a brand on Twitter and there
haven’t been any tweets since 2008, it tells folks the brand isn’t
interested in what their community thinks.
• Don’t auto-DM. Avoid sending auto private or direct messages
(DMs), as shown in Figure 1-4. Some apps instantaneously
send “thank you” or “follow this link” private messages as
soon as someone follows you. Auto and spam DMs are a sure
way to receive an immediate unfollow. DMs are considered a
private area, and most tweeters don’t want their privacy
• Don’t talk only about yourself and your brand. It’s all about
balance. Go ahead and promote your stuff, but make sure that
you have a good ratio of conversational tweets versus
promotional tweets. Different experts have a good idea of
what that ratio should be, but usually trial and error
determine what works best for you. Try tweeting one to two
promotional tweets out of every ten tweets.
• Don’t be corporate and boring. People don’t always want to discuss
the brand. While they do enjoy some transparency from time to
time, you’ll lose people if your tweets are all about the corporate
shareholder meeting or yesterday’s board meeting. Do share some
company business, but all work and no play will make you a very dull
• Don’t just reach out to the big names. Many people feel that if they
reach out to the big names on Twitter, they’ll receive more
attention. When someone with hundreds of thousands of followers
retweets your link or mentions you on the social networks, you’re
bound to get more followers and interest in your brand. However, if
you’re only reaching out to the big names, it won’t be long before
you gain a reputation for pandering to the famous people. Your
biggest advocates aren’t the people with a huge following; they’re
the people who use your brand and interact with you every day.
Collectively, they can have a bigger reach.
All-in-One: Tweeting Like a Pro
• Spell out every word. The last thing you want is for people to mistake your
message or get the wrong impression. When you’re not spelling out entire
words, some people may not understand what words you’re trying to use.
Also, some people may think you’re lazy because you can’t be bothered to
spell. Keep in mind that every brand abbreviates words on their tweets, and
while abbreviating is acceptable now and then, it’s not recommended for
• Use punctuation. Periods and commas make sentences neat and tidy and help
others understand your intended message. Besides, it’s more professional to
post a real sentence. Run-on sentences or lack of punctuation can change the
emphasis, inflection, and meaning of a sentence.
• Practice the art of brevity. There are always short words to use in place of big
words. By choosing short words, you’re adding the ability to create a longer
sentence where the intended meaning comes through.
• Let your personality shine through. Don’t get so caught up in professionalism
that it takes your personality out of the equation. Quirkiness, humor, and even
respectful sarcasm add personality to tweets and make you seem more
All-in-One: Using Hashtags
• Hashtags catch the attention of others. Sometimes people aren’t
necessarily part of a conversation but join in after espying a catchy
hashtag in their Twitter streams.
• Hashtags add longevity to a conversation. An @reply can die in a busy
Twitter stream, but following the hashtag will allow you to view all
tweets in a conversation at one time.
• Hashtags allow tweets to appear in a stream even if the other party
doesn’t @reply you. Often during Twitter chats or hashtag
campaigns, folks in the conversation don’t use an @reply to catch your
attention but instead rely solely on the hashtag. When you view a
hashtag chat using an app such as HootSuite or TweetChat, you can
better view the entire conversation at one time.
• You can measure the results of a hashtag. Several apps and
services, such as Radian6 or Hashtracking, not only have the ability to
offer a transcript of a hashtag but also offer data from all the people
who use the hashtag — for example, how many people viewed the
hashtag (who didn’t necessarily participate in the conversation), how
many people clicked links, and who are the most influential people
using the platform.
• Say something people want to share. If you’re tweeting links to your food or talking
about the weather, your content isn’t very shareable. The type of content people
share is usually funny, unique, profound, or interesting.
• Share something others want to share. Don’t share for the sake of sharing; share
because you think an item has interest or value. Before tweeting a quote or link, ask
“Will this interest my community enough that they want to share it with others?”
Think about why you felt compelled to share it and whether your community will feel
the same way.
• Don’t write for the retweet. Usually people who try hard to think of something clever
or pithy to tweet fall flat for trying too hard. Retweetable tweets are usually organic
and spontaneous, not forced or flat.
• Don’t just retweet because someone famous said something. Many people retweet
well-known people in hopes of catching their attention. If you retweet celebrities all
the time, it tells your community you don’t really care about them as much as you do
famous people. If Ashton Kutcher has nothing to do with you, and your community
and isn’t saying anything all that great, maybe save your retweet for someone more
• Say “thank you” for retweets. When people retweet something you said or share
links to your blog posts, be sure to say “thank you.” It shows them you appreciate the
All-in-One: Twitter Etiquette
• Don’t spam. If a potential follower takes a peek at your Twitter stream and it’s nothing but
preprogrammed links, she’s going to turn tail and run. If you post sales or traffic driving links
all day, you’re going to lose community. If you only talk about yourself, your brand, or your
product, you’ll never enjoy a good conversation. Balance your promotional tweets with
• Be positive. There’s a time and place for negativity, and Twitter usually isn’t it. Avoid
rants, profanity, and depressing “woe is me”-type topics. If you’re bringing down the mood of
the community, they won’t feel the love anymore and will unfollow.
• Don’t use all caps. TYPING IN ALL CAPS IS CONSIDERED YELLING. It hurts the eyes, too. Avoid
it at all costs.
• Leave space for retweets. Try to make all your tweets retweetable. Because you’re only
allowed 140 characters, try typing no more than 120 characters so that others have room to
retweet your tweets. If it’s too much work for them to edit your tweet to add their own
commentary, they won’t do it.
• Don’t swear unless you’re sure that your community isn’t easily offended by
profanity. Though some people don’t mind a little cursing, most people do. If you’re going to
go the edgy route, make sure that your community is comfortable with it.
• If you’re joining a Twitter chat, let your community know. When you participate in a Twitter
chat, you generally have more tweets in your stream than usual. Give a tweet before
beginning to let everyone know that you’re joining a chat and will tweet more than normal
for the next hour or so.
All-in-One: Twitter Etiquette
• Don’t feel you need to follow everyone who follows you. Not
everyone who follows you is a good fit for you. Don’t feel compelled
to follow everyone who follows you first.
• Give credit where it’s due. If you’re sharing a tip, quote, or link you
saw someone else share, give that person credit. You don’t want a
reputation as someone who steals everyone’s thunder.
• Don’t hijack someone else’s hashtag. Don’t use someone else’s
hashtag to promote your stuff. It’s wrong and will turn off both old
and new followers.
• Don’t respond to a tweet with a sales push. If someone is reaching
out to the community for assistance, don’t respond with a link to
something promotional. It makes you look insincere. Instead, reach
out with genuine, helpful information.
• Avoid private jokes. If you can’t share with everyone, don’t share at
Gentle: Read &Comment on Other Blogs
• I believe the best starting point for blogging is to read blogs.
• Once you feel confident and interested enough in a topic or
post that you can contribute a comment, write your
comment, and make that connection.
• Frequency of Posts: She recommends two a week at a
minimum, with three a week being ideal.
• Continuity of Posts: You could write posts ahead of time and
set them for a publish date in the future.
• Sharing photos and videos for explanation or assistance