The #@√'s of Twitter
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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
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The #@√'s of Twitter
- 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
- 10. Basic Tweeting- Engaging with Others • Retweeting • Quoting • Liking • Replying (especially when mentioned) • Messaging
- 14. Hashtags and Mentions Choosing Hashtags • Popular • Trending • Industry • Specific • Location • Your own • Not too many
- 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
- 20. Who Are You Influencing? Retweets and Likes
- 22. Twitter Chat
- 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