‣ Content creation needs to be driven by:
‣ Attributes: Specifics of the brands products &
‣ Aspirations: What the brand stands for or mission.
‣ A good content strategy inspires conversation
‣ 1) Evergreen: promotes core values
‣ 2) Real-time: leverage the cultural zeitgeist and
connect to it.
‣ Planned spontaneity
‣ Around specific events
‣ A successful content strategy is always experimenting
‣ Continue doing what works
‣ Create a baseline
‣ Chart your KPIs
‣ Discover opportunities
‣ It’s all about Information
‣ People love being the first to know and tell others
‣ Twitter is about being the first to know something
‣ People share things that make them feel intelligent / in
the know (informative / news)
‣ Tweet Lifespan: 24-48 hours
‣ Tweet: A 140-character message.
‣ Retweet (RT): Re-sharing or giving credit to someone else.
‣ Feed: The stream of tweets you see on your homepage.
It's comprised of updates from users you follow.
‣ Handle: Your username.
‣ Mention (@): A way to reference another user by his
username in a tweet (e.g. @mashable).
‣ Direct Message (DM): A private, 140-character message
between two people. You may only DM a user who follows
‣ Hashtag (#): A way to denote a topic of conversation or
participate in a larger linked discussion (e.g.
✓ On publish
✓ 1 hour later
✓ 3 hours later
✓ Next day
✓ Next week
✓ Next month
✓ Two months
enough room for
people to RT you.
Source: Dan Zarrella
a user or brand’s
will increase the
chances that they
will RT you.
who follows both
the person being
tweeted at AND
the tweeter can
see a “reply”
Tweets with one or two
21%higher engagement than
those with three or more
Including more than two in a tweet is
probably overkill, and you only need
to tag the most important word that
represents the theme of your tweet.
17% of the top 1,000 search terms
on Twitter “churn over” on an hourly