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Twitter
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Let’s get comfortable
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2. Twitter Orientation

3. Twitter is Many Things
• An information network (like an RSS feed for social media)
• A way to follow friends, interests, brands, organizations, etc.
• A place to post updates and share links to photos, videos, articles,
music, blogs, etc.
• A place to listen to what everyone’s talking about

4. A Tweeter’s Lexicon
Tweet Follow
To subscribe to someone’s Twitter feed. No permission needed
A piece of content (text/links/images/video) posted to Twitter.
to follow/be followed.
@Mention DM (Direct Message)
Like directly addressing someone in a big crowd. Both
A DM is a private message seen only by the person you
the recipient and your (the sender’s) followers will
desire, like a conversation in a room with only two people in it.
see the @mention.
A DM is akin to an email to one recipient.
@mentions can occur anywhere in a tweet
@Reply #Hashtag
This subset of the @mention is like a direct address to
Marks keywords/phrases so they appear in Twitter searches.
someone in a room of mutual friends. Only the recipient and
Anything can be tagged, but only the most popular become
followers in common will see the @reply.
Trending Topics.
@replies always have @ as the first character in the tweet.
RT (ReTweet) URL Shortenter
Sharing someone else’s Tweet, without commentary, with your Services like bit.ly and tinyURL that make long web addresses
followers. A way to help posts go viral. shorter to save room in the post. Twitter has one built in.

5. Persistent Icons Help You Navigate
Tweet
To post
• Persistent black bar at the top
of web interface pages
Home
Personal dashboard •
• Tweet button enables posting
a new Tweet, uploading a
@Connect photo, or indicating a location
To interact and track in just one click
#Discover • Five icons are the same for all
To search and tag devices
Me
Personal info, stats
and Tweets

6. Home Page
The Home page is a
dashboard of basic
data about you, some
recommendations of
folks to follow, and
some trends for your
city, state, or country.
It also features your
Tweet Stream.
Newer posts appear
at the top and push
older ones down.

7. @Connect Page
Search for
#topics, @people or
anything else
Recommendations for
who to follow
Displays all @mentions
to and from you

8. #Discover Page
A curated selection of
major trending stories
based on your
interests, location,
what you follow,
and news.
Trends
Lots of people discuss the same
topic, sometimes spontaneously.
Anyone can create a #hashtag.
Promoted Trends
Advertisers create trends/#hashtags
and buy placement.
Prominent Videos,
Images and Tweets
Twitter’s algorithms try to show you
relevant media. Pay-for-placement is
also possible.

9. Personal Profile Page
Basic info about you
Links to detailed info
about your account
Similar to you:
suggestions for people
to investigate/follow
All of your recent
Tweets, @mentions, an
d retweets (RTs)

10. Determining Twitter Utility
How will it benefit your brand/organization?

11. Determine Your Goals & Objectives
• Answer key questions before you begin:
‣ In what ways does Twitter align with your overall communications
strategy?
‣ How will Twitter serve your brand or organization?
⎯ Raising awareness, building a loyal set of followers, news
distribution, etc.
‣ How will your posts serve your audience?
⎯ Will they be helpful, educational, service-oriented, funny?
⎯ Will they always convey a certain kind of information, call to
action, discount, promotion, news?

12. Have a Plan
• Consider the steps needed to ensure a successful Twitter presence
‣ Be committed. Secure buy-in on your plan from all decision
makers
‣ Empower someone. Who will be responsible for Tweeting?
‣ Define approval parameters. Do any/all Tweets need to be pre-
approved?
‣ Set a schedule. How often do you want to Tweet? Weekly? Daily?
Hourly?
⎯ Develop a content calendar and timeline to ensure Tweets will
be approved in a timely manner
12

13. Set Realistic Metrics
• Remember: the channel is the vehicle, not the destination
• Key Performance Indicators (KPI)
‣ Impressions, shares, RTs, @mentions, site visits, learnings, brand
stories shared, conversations entered, sales, site visits, etc.
13

14. Best Practices

15. 8 Steps to Great Tweets
1. Optimize your Tweets
2. Follow the right people
3. Attract followers
4. Ask great questions
5. Respond judiciously
6. Monitor keywords
7. Use #hashtags
8. Encourage RTs

16. 1. Optimize Your Tweets
Worth
Useful Info #Hashtag
RTing
Strong
Short
Voice
Shortened
@mention Friendly
link

17. Examples of Less-than-Great Tweets
No links, #hashtags,
or @mentions
Broken link
No context
Over 140 characters

18. 2. Follow the Right People
• Search people and brands you love
• Search topics, trends, or #hashtags
and follow people talking about them
• Social media/email contacts
• Industry experts and newsmakers
• People your friends follow
• Great tweeters
• Those who follow you (a courtesy)

19. 3. Attract New Followers
• Post when you have something
interesting to share
• Compelling Tweets earn more RTs
• Promote/link to other social
media channels
• Ask outright for people to follow
you—make it a call to action
• RT posts from Tweeters you
admire— they’ll see it

20. 4. Ask Great Questions
• Open-ended
• Fun to answer
• RT to others’ questions
• RT/@reply compelling answers

21. 5. Respond Judiciously
• Share the behavior/language you
expect
• BE the behavior/language you expect
• Answer inquiries quickly and in the
manner they were made (@, public,
DM, etc., or direct the conversation to
DM if it is more appropriate to the
content)
• Be human, be yourself
• Don’t fan the flames
(ignore the mildly offensive)
• “Block” the worst offenders

22. 6. Monitor Keywords
• Search for chatter about
relevant terms
• Jump in with @s or RTs
about
those subjects
• Check out #trends related
to your keywords or
interests

23. 7. Use Hashtags
• Assign a word or phrase others can
adopt (#TransplantInnovation,
#ThwartingThrombosis,
#HealthyLifestyles, etc.)
• Use relevant trending topics tags
• Look at how others use #hashtags
• Frequently check out the #Discover
tab

24. 8. Encourage Retweets
• Keep it short!
• Useful/relevant/interesting and novel
• Check your links before sending

25. To learn more…
Contact us to discuss your Twitter and social
media strategy in more detail.
North America Europe
Michelle Green David Knechtel
VP, Creative Director Director, European Operations
Social Media & Marketing dknechtel@kaneandfinkel.com
mgreen@kaneandfinkel.com