Social Media 101: Twitter

Jonathan Berthold
Jonathan BertholdVP Customer Acquisition at Vision7 Communications Inc.
Leveraging Twitter and other social media networks to
boost your personal brand’s presence online.
Prepared by: Jonathan Berthold.
 What is social media?
 Organizing your social media strategy
 Twitter overview
 Other social media networks
 The value of social media in job hunting
Social Media 101: Twitter
 “Forms of electronic communication (as web sites for social networking and micro-
blogging) through which users create online communities to share information,
ideas, personal messages, and other content (as videos)”
~Merriam Webster
 “Social Media is digital content and interaction that is created by and between
people”
~Sam Decker, Mass Relevance
 Regardless of traditional definitions, the most important aspect of social media is
that it can create career opportunities and help establish an online presence for
your personal brand.
Sources:
MerriamWebster http://www.merriam-webster.com/dictionary/social%20media
Sam Decker http://www.merriam-webster.com/dictionary/social%20media
 Social media can help you…
 Network with people within your niche
 If there’s one lesson to take from this presentation, it’s this: Network, network, and network!
 Help you develop your online brand and increase exposure
 Engage with others in relevant discussions
 Find career opportunities around the world
 Build profiles in multiple channels and unique landing pages
 About.me is a great resource
Social Media 101: Twitter
 What makes you unique?
 What are your goals?
 Who is your target audience?
 What makes you passionate?
 Which social channels are most appropriate for you?
 Brand yourself as an expert and establish credibility
 Educate and inspire your audience
 Be honest and true to yourself
 Create “ripples” and make a lasting impression
 Become an influential member within your network
Social Media 101: Twitter
 Over 500 million registered users
 Over 200 million users are active on a monthly basis
 Twitter can help you connect with influencers within seconds via segmented lists,
direct messages, and @ replies
 Easy-to-use microblogging technology makes it easy to publish content and build
a following
 Trending topics/hashtags (#) originated on Twitter and provide ample
opportunities to increase your personal brand’s visibility
Sources:
Business Insider: http://www.businessinsider.com/twitter-total-users-active-and-registered-2013-9
 Append Hashtags to your tweets to improve the visibility of your content
 Don’t overdo hashtags though – integrate them seamlessly within 140 character
content
 Use consistent hashtags across all networks
 *Don’t join the wrong conversation – use hashtags strategically
 Create a unique username to cross-promote with other platforms
 Segment users you follow by topics to create strategic lists
 Retweet relevant content and link to your external profiles/sites
 Build followers organically by networking with relevant users
 Leverage the viral power of Vine to cross-promote video content on Twitter’s
network
 Reaching out to influencers can help you engage in interesting discussions and
build out your network
 “Twesumes” are 140 character elevator pitches – they help job seekers reach out to
potential employers by providing a succinct overview of why they should be
considered for employment
 Twesume strategy:
 Link to external profiles and sites – LinkedIn is a popular choice
 Use the “#twesume” hashtag – may open the door for other opportunities
 Mention pertinent skills
 Include any significant accomplishments
 Be concise – just because you have 140 characters, it doesn’t mean you should use them all
 For larger campaigns, you can leverage the viral power of Twitter’s promoted
advertising products to increase brand awareness
 Currently only provisioned for US based accounts (or brands with $10K+ monthly
budgets), you can do the following:
 Promote Individual Tweets
 Promote Individual Accounts
 Promote a Trend ($$$$$)
 Although it is defined as “paid media”,Twitter ads are less obtrusive, more
organic, and do not take away from user experience compared to other forms of
advertising
Social Media 101: Twitter
 Position yourself as an expert in your field by producing fresh content
 Create a central platform for your personal brand – connect all social media
profiles
 Build an interactive community by encouraging users to subscribe and comment
 Easy to setup with WordPress, Blogger, or Tumblr
 Publish content directly to Twitter and setup a live Twitter stream on you blog via
widgets (custom Blogger and WordPress blogs can set this up easily)
Social Media 101: Twitter
 There are over one billion monthly active users, of which 669 million are active on
a daily basis
 Can network with influencers easily via groups and official pages
 Employers actively inspect potential candidates’ Facebook profiles
 Sophisticated advertising platform can help you increase exposure via promoted
products and regular display advertising
 Cross-posting can be enabled to-and-from Twitter
Sources:
Facebook Investor: http://investor.fb.com/releasedetail.cfm?ReleaseID=780093
Social Media 101: Twitter
 LinkedIn currently has 238 million registered members across the globe
 Known as the world’s largest B2B social networking site
 Its platform provides opportunities for both job seekers and job posters to find
employment and candidates respectively
 Company and group pages provide ample opportunities for networking
 Can link to Twitter profile and publish content directly from LinkedIn
Sources:
LinkedIn: http://press.linkedin.com/about
Social Media 101: Twitter
 World’s second largest social media site with over 359 million active members
 Google+ profiles can be synchronized with YouTube, Gmail, and other Google
products
 Communities and branded pages offer networking opportunities
 Connecting your profile to your blog (Google+ Authorship) can help increase your
visibility on search engines
 Cross-post content from Twitter and use similar hashtags
Sources:
Business Insider: http://www.businessinsider.com/google-plus-is-outpacing-twitter-2013-5
Social Media 101: Twitter
 The photo-sharing site reached 70 million members in June 2013, of which 20
million are active
 Important social platform for e-commerce sites: users are more engaged on
Pinterest than Facebook
 Highly visual images and interesting videos can go viral
 Use of hashtags and pertinent keywords can increase visibility of visual content
 Can directly publish pins to Twitter, and can login via Facebook/Twitter
Sources:
ReadWrite: http://readwrite.com/2013/04/17/social-networking-for-marketers-pinterest-crushes-facebook-infographic#awesm=~oj9cQes48qRSWN
Social Media 101: Twitter
 Instagram just announced that it has over 150 million monthly active users
 It has become popular for the photo editing features available within the application,
pushing Twitter, Facebook, and other companies to follow suit
 Simplistic photo sharing ability allows users to upload images easily and ubiquitously
 Photos can be shared to other social networks: Facebook,Twitter, Foursquare, Flickr,
and Tumblr
 Creative images receive a lot of comments and likes, and the use of hashtags can
increase visibility for uploaded images
Sources:
Mashable: http://mashable.com/2013/09/08/instagram-150-million-monthly-active-users/
Social Media 101: Twitter
 40 Million registered users
 Most downloaded app back in April 2013 in the Apple store
 Used by brands such as McDonalds, GE,Virgin Mobile, Microsoft
 5 Tweets per second contain a link to Vine
 Top industries are fashion, sports, automotive, technology, and print
Sources:
Digital Buzz Bloghttp://www.digitalbuzzblog.com/infographic-vine-the-facts/
TheVerge: http://www.theverge.com/2013/8/20/4641980/vine-hits-40-million-registered-users-but-how-many-are-active
Social Media 101: Twitter
 YouTube is the world’s largest video sharing site, with more than 1 billion unique visits
each month
 It is a more popular search engine than either Bing orYahoo
 Many brands have leveragedYouTube effectively to jump-start their marketing
activities and increase brand exposure
 YouTube ads allow channel owners to monetize traffic and brands to generate more
exposure
 YouTube’s interface makes it easy to upload and share videos to other social networks
such as Twitter and Facebook.
Sources:
YouTube: http://www.youtube.com/yt/press/statistics.html
Social Media 101: Twitter
78%
22%
Hiring Through Social
Networks in 2013
Yes
No58%
42%
Hiring Through Social
Networks in 2010
Yes
No
Sources:
Jobvite: http://recruiting.jobvite.com/resources/social-recruiting-reports-and-trends/
94%
65%
55%
20%
18%
15%
LINKEDIN FACEBOOK TWITTER BLOGS GOOGLE+ YOUTUBE
Top Social Networks for Recruiting, 2013
Social Media Network
47%
43%
31%
19% 18%
SHOWCASE BRAND POST JOBS GENERATE EMPLOYEE
REFERRALS
CONTACT CANDIDATES VET CANDIDATES POST-
INTERVIEW
How Recruiters Use Twitter, 2013
Use of Twitter
83%
71%
65%
61%
51%
47%
REFERENCES TO
DRUG USE
SEXUAL CONTENT PROFANITY SPELLING
GRAMMER/ERRORS
GUN REFERENCES PICUTRES OF
CONSUMPTION OF
ALCOHOL
Content Recruiters Find Negative, 2013
Content Type
 Professional and academic experience
 Length of professional tenure
 Specific skills related to job position
 Candidates that will match the organizational culture
 Profiles/blogs publishing industry-based content
 Twitter can be the central platform from which you launch your personal branding
strategy
 Leverage the popularity of other networks and integrate them within your Twitter
marketing
 Networking is significant to get introduced to a wealth of career opportunities
 Your social media content needs to be both authentic and unique
 Refrain from posting content that can damage your personal brand
 Jonathan Berthold
 Email: jonberthold@gmail.com
 LinkedIn: ca.linkedin.com/in/jonathanberthold/
 Blog: http://jbertho.com/
 You can access a digital copy of the presentation here:
http://www.slideshare.net/j_bertho/social-media-101-twitter-26921321
 Mashable: http://mashable.com/social-media/
 Social Media Today: http://socialmediatoday.com/
 Social Media Examiner: http://www.socialmediaexaminer.com/
 Jeff Bullas: http://www.jeffbullas.com/
 Search Engine Watch: http://searchenginewatch.com/
 Marketing Land: http://marketingland.com/library/channel/social-media-
marketing
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Social Media 101: Twitter

  • 1. Leveraging Twitter and other social media networks to boost your personal brand’s presence online. Prepared by: Jonathan Berthold.
  • 2.  What is social media?  Organizing your social media strategy  Twitter overview  Other social media networks  The value of social media in job hunting
  • 4.  “Forms of electronic communication (as web sites for social networking and micro- blogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos)” ~Merriam Webster  “Social Media is digital content and interaction that is created by and between people” ~Sam Decker, Mass Relevance  Regardless of traditional definitions, the most important aspect of social media is that it can create career opportunities and help establish an online presence for your personal brand. Sources: MerriamWebster http://www.merriam-webster.com/dictionary/social%20media Sam Decker http://www.merriam-webster.com/dictionary/social%20media
  • 5.  Social media can help you…  Network with people within your niche  If there’s one lesson to take from this presentation, it’s this: Network, network, and network!  Help you develop your online brand and increase exposure  Engage with others in relevant discussions  Find career opportunities around the world  Build profiles in multiple channels and unique landing pages  About.me is a great resource
  • 7.  What makes you unique?  What are your goals?  Who is your target audience?  What makes you passionate?  Which social channels are most appropriate for you?
  • 8.  Brand yourself as an expert and establish credibility  Educate and inspire your audience  Be honest and true to yourself  Create “ripples” and make a lasting impression  Become an influential member within your network
  • 10.  Over 500 million registered users  Over 200 million users are active on a monthly basis  Twitter can help you connect with influencers within seconds via segmented lists, direct messages, and @ replies  Easy-to-use microblogging technology makes it easy to publish content and build a following  Trending topics/hashtags (#) originated on Twitter and provide ample opportunities to increase your personal brand’s visibility Sources: Business Insider: http://www.businessinsider.com/twitter-total-users-active-and-registered-2013-9
  • 11.  Append Hashtags to your tweets to improve the visibility of your content  Don’t overdo hashtags though – integrate them seamlessly within 140 character content  Use consistent hashtags across all networks  *Don’t join the wrong conversation – use hashtags strategically
  • 12.  Create a unique username to cross-promote with other platforms  Segment users you follow by topics to create strategic lists  Retweet relevant content and link to your external profiles/sites  Build followers organically by networking with relevant users  Leverage the viral power of Vine to cross-promote video content on Twitter’s network
  • 13.  Reaching out to influencers can help you engage in interesting discussions and build out your network
  • 14.  “Twesumes” are 140 character elevator pitches – they help job seekers reach out to potential employers by providing a succinct overview of why they should be considered for employment  Twesume strategy:  Link to external profiles and sites – LinkedIn is a popular choice  Use the “#twesume” hashtag – may open the door for other opportunities  Mention pertinent skills  Include any significant accomplishments  Be concise – just because you have 140 characters, it doesn’t mean you should use them all
  • 15.  For larger campaigns, you can leverage the viral power of Twitter’s promoted advertising products to increase brand awareness  Currently only provisioned for US based accounts (or brands with $10K+ monthly budgets), you can do the following:  Promote Individual Tweets  Promote Individual Accounts  Promote a Trend ($$$$$)  Although it is defined as “paid media”,Twitter ads are less obtrusive, more organic, and do not take away from user experience compared to other forms of advertising
  • 17.  Position yourself as an expert in your field by producing fresh content  Create a central platform for your personal brand – connect all social media profiles  Build an interactive community by encouraging users to subscribe and comment  Easy to setup with WordPress, Blogger, or Tumblr  Publish content directly to Twitter and setup a live Twitter stream on you blog via widgets (custom Blogger and WordPress blogs can set this up easily)
  • 19.  There are over one billion monthly active users, of which 669 million are active on a daily basis  Can network with influencers easily via groups and official pages  Employers actively inspect potential candidates’ Facebook profiles  Sophisticated advertising platform can help you increase exposure via promoted products and regular display advertising  Cross-posting can be enabled to-and-from Twitter Sources: Facebook Investor: http://investor.fb.com/releasedetail.cfm?ReleaseID=780093
  • 21.  LinkedIn currently has 238 million registered members across the globe  Known as the world’s largest B2B social networking site  Its platform provides opportunities for both job seekers and job posters to find employment and candidates respectively  Company and group pages provide ample opportunities for networking  Can link to Twitter profile and publish content directly from LinkedIn Sources: LinkedIn: http://press.linkedin.com/about
  • 23.  World’s second largest social media site with over 359 million active members  Google+ profiles can be synchronized with YouTube, Gmail, and other Google products  Communities and branded pages offer networking opportunities  Connecting your profile to your blog (Google+ Authorship) can help increase your visibility on search engines  Cross-post content from Twitter and use similar hashtags Sources: Business Insider: http://www.businessinsider.com/google-plus-is-outpacing-twitter-2013-5
  • 25.  The photo-sharing site reached 70 million members in June 2013, of which 20 million are active  Important social platform for e-commerce sites: users are more engaged on Pinterest than Facebook  Highly visual images and interesting videos can go viral  Use of hashtags and pertinent keywords can increase visibility of visual content  Can directly publish pins to Twitter, and can login via Facebook/Twitter Sources: ReadWrite: http://readwrite.com/2013/04/17/social-networking-for-marketers-pinterest-crushes-facebook-infographic#awesm=~oj9cQes48qRSWN
  • 27.  Instagram just announced that it has over 150 million monthly active users  It has become popular for the photo editing features available within the application, pushing Twitter, Facebook, and other companies to follow suit  Simplistic photo sharing ability allows users to upload images easily and ubiquitously  Photos can be shared to other social networks: Facebook,Twitter, Foursquare, Flickr, and Tumblr  Creative images receive a lot of comments and likes, and the use of hashtags can increase visibility for uploaded images Sources: Mashable: http://mashable.com/2013/09/08/instagram-150-million-monthly-active-users/
  • 29.  40 Million registered users  Most downloaded app back in April 2013 in the Apple store  Used by brands such as McDonalds, GE,Virgin Mobile, Microsoft  5 Tweets per second contain a link to Vine  Top industries are fashion, sports, automotive, technology, and print Sources: Digital Buzz Bloghttp://www.digitalbuzzblog.com/infographic-vine-the-facts/ TheVerge: http://www.theverge.com/2013/8/20/4641980/vine-hits-40-million-registered-users-but-how-many-are-active
  • 31.  YouTube is the world’s largest video sharing site, with more than 1 billion unique visits each month  It is a more popular search engine than either Bing orYahoo  Many brands have leveragedYouTube effectively to jump-start their marketing activities and increase brand exposure  YouTube ads allow channel owners to monetize traffic and brands to generate more exposure  YouTube’s interface makes it easy to upload and share videos to other social networks such as Twitter and Facebook. Sources: YouTube: http://www.youtube.com/yt/press/statistics.html
  • 33. 78% 22% Hiring Through Social Networks in 2013 Yes No58% 42% Hiring Through Social Networks in 2010 Yes No Sources: Jobvite: http://recruiting.jobvite.com/resources/social-recruiting-reports-and-trends/
  • 34. 94% 65% 55% 20% 18% 15% LINKEDIN FACEBOOK TWITTER BLOGS GOOGLE+ YOUTUBE Top Social Networks for Recruiting, 2013 Social Media Network
  • 35. 47% 43% 31% 19% 18% SHOWCASE BRAND POST JOBS GENERATE EMPLOYEE REFERRALS CONTACT CANDIDATES VET CANDIDATES POST- INTERVIEW How Recruiters Use Twitter, 2013 Use of Twitter
  • 36. 83% 71% 65% 61% 51% 47% REFERENCES TO DRUG USE SEXUAL CONTENT PROFANITY SPELLING GRAMMER/ERRORS GUN REFERENCES PICUTRES OF CONSUMPTION OF ALCOHOL Content Recruiters Find Negative, 2013 Content Type
  • 37.  Professional and academic experience  Length of professional tenure  Specific skills related to job position  Candidates that will match the organizational culture  Profiles/blogs publishing industry-based content
  • 38.  Twitter can be the central platform from which you launch your personal branding strategy  Leverage the popularity of other networks and integrate them within your Twitter marketing  Networking is significant to get introduced to a wealth of career opportunities  Your social media content needs to be both authentic and unique  Refrain from posting content that can damage your personal brand
  • 39.  Jonathan Berthold  Email: jonberthold@gmail.com  LinkedIn: ca.linkedin.com/in/jonathanberthold/  Blog: http://jbertho.com/  You can access a digital copy of the presentation here: http://www.slideshare.net/j_bertho/social-media-101-twitter-26921321
  • 40.  Mashable: http://mashable.com/social-media/  Social Media Today: http://socialmediatoday.com/  Social Media Examiner: http://www.socialmediaexaminer.com/  Jeff Bullas: http://www.jeffbullas.com/  Search Engine Watch: http://searchenginewatch.com/  Marketing Land: http://marketingland.com/library/channel/social-media- marketing