Slides from NYC Foodscape's presentation for the New York Women's Culinary Alliance's Social Media Workshop on how to take your Twitter platform to the next level and strategize on making your business more social media friendly. Themes include: understanding your target market, creating content and campaigns, monitoring content, top tricks of engagement, and knowing your competition
1. Sprouting and Nurturing Healthy Ideas
All photos by and property of Carolyn Zezima, NYC
Foodscape, except where otherwise indicated
The #@ of Twitter
Carolyn Zezima, President
NYC Foodscape
2. Overview
of Twitter
Topics
• Profiles
• Following
• Basic Tweeting
• Retweeting/Likes
• Hashtags and
Mentions
• Attracting
Followers
• Scheduling/Man
aging
• Amplifying and
Influencing
• Analytics
3. Creating a
Twitter
Profile
Who are
you?
• Marketing 101:
Same
questions as
any
brand/identity/
marketing
strategy
• User Name v.
Display Name
• Username can be
up to 15
characters long.
• Display name can
be up to 50
characters long.
• Bio
• Location
• Website
• Profile Image
• Header Image
• Color
• Verified
Account
• IPhone or
Android App
• Twitter Help
Center
5. Follow the
Leaders
(and the
Iconoclasts)
• Mainstream
leaders in
industry
• Journalists and
Storytellers
• Pot-stirrers,
advocates and
innovators
• Know your
“enemy” and the
competition and
their followers
• Follow who the
people you
follow follow
• Twitter
Suggestions
NYC Foodscape
Suggestions
6. Basic
Tweeting
• Is Twitter the Best
Social Media Tool
for that message?
• Content is still king,
but timing is
everything
• Events, News, Recipes,
Promotions,
Campaigns, Causes,
Accomplishments,
Speaking/Teaching,
Conferences, “Live”
Tweeting
• When depends on what
and who?
• Subject areas: Broaden
w/out confusing or
diluting your brand
• Political v. Policy (at
your own risk)*
• Short, engaging,
280 (was 140 so
less is more)
• Again, who are you
and who do you
want to read it?
• Aspirational
• Thought
leadership/Problem
solver
• Advocacy
• Promotion
• Use Photos, Links,
Videos
• Going Live (but BE
prepared!)
• Pinned Tweets
15. Hashtags
and
Mentions
Mention Others
• To give credit or
if they would be
interested
• Often will
retweet and/or
follow in
response
• Don’t start a
tweet @ b/c
then only for
them.
• Use when it will
help, not hurt.
Don’t annoy, be
obsequious or
name drop
• Advocacy v.
Takedown
culture: Be
careful who you
alienate.
• Find the @ you
want (Real
names v. @)
18. The
Company
You Keep-
Attracting
Followers
• Who do you WANT
v. who do you get
• Influencers and
Retweeters
• Customers,
Readers, etc.
• Organic/Boutique v.
Random/Bots
• More is NOT always
better
• Again, content and
timing are king
• Post regularly (but
not just “cuz”)
• Follow those who
follow you if you
want them to follow
you (i.e., block the
bots and the porn
or you’ll become
the company you
keep)
• Linking social
media accounts
• Buying followers??
19. Amplifying
and
Influencing
the
Conversation
• Trends v. hype
• Twitter Chats
• Twitter
Storms/Campaigns
• Contests and
raffles
• Twitter ads
• Sponsors and
guest bloggers
• Buying followers,
using bots and
trolls???
• Timing
• Luck
23. Scheduling
and
Managing
• Timing v.
Timeliness
• Social Media Apps
& Schedulers (e.g.,
Hootsuite, Buffer,
TweetDeck, Sprout
Social, Social Oomph,
IFTTT)
• Monitoring
hashtags
• Linking Social
media accounts
(e.g., Instagram or
LinkedIn to
Twitter)
• Creating and
getting on lists to
keep track of who
tweets what
– NYC Foodscape lists
24. Analytics
• Types of things you
can measure/learn:
• Top Tweets
• Best Followers
• Engagement rate
• Impressions
(potential reach)
over time
• Clicks
• Audience interests
• Audience country
and region
• Comparison
audience
• A/B or Split Testing
(to find out what
text, photos,
headlines, actions,
etc. works best v.
you’re missing)
• NYWCA analytics
• Apps/Services
• Consultants
25. About Carolyn Zezima
Carolyn Zezima is the president of NYC
Foodscape, a food systems & urban ag
consulting business and blog, and author of
Sustainable Affordable Housing Management:
A Money-Saving Guide to Keeping Your Site
Green, Healthy & Energy Efficient by
Vendome Group, LLC. Areas of Expertise:
Ø Food business start-up, business, culinary and
planning
Ø Urban farming consulting
Ø Policy/cause advocacy and writing
Ø Training and public speaking services
Ø Strategic planning, partnerships and
collaborations
Ø Board development & donor stewardship
Ø Marketing, communications, social media &
branding
Ø Human resources management
All photos by and property of Carolyn Zezima, NYC
Foodscape, except where otherwise indicated
26. Questions?
All photos by and property of Carolyn Zezima, NYC
Foodscape, except where otherwise indicated