Twitter 101 presented by Julia Campbell

TWITTER 101
JULIA CAMPBELL
J CAMPBELL SOCIAL MARKETING
WWW.JCSOCIALMARKETING.COM
ADDP Technology Day
June 6, 2013

ABOUT US
 J Campbell Social Marketing is a boutique
digital marketing firm based in Beverly, MA.
 We have worked with nonprofits large and
small, both internally as a
Development/Marketing Director and externally
as a consultant.
 We help nonprofits use online tools such as
social media, blogs and email marketing, to
connect with their supporters.
 We offer solutions to your social media
problems – through training, support and
managed services.
#jcsocial @juliacsocial

SOCIAL MEDIA
RULES OF THE ROAD
 Social media tools are
always changing. (Can’t
cross it off the list.)
 “Getting on social media”
is not a marketing
strategy.
 Using social media will
not compensate for a bad
program or service.
 The tools are NOT free –
they take
time, capacity, knowledge
, resources.
#jcsocial@juliacsocial

THE MOST IMPORTANT RULE OF SOCIAL
MEDIA
 It’s not about you.
 It’s about your
audience.

DECIDING WHAT TOOLS TO USE
 Which social networking sites should we be
on? It depends.
 Should we be using Twitter? It depends.
 Hard truth: You get out of social media
what you put into it.

HOW MUCH WORK IS IT?
 The actual work of social media:
 Researching and creating content.
 Engaging and participating in your
nonprofit’s online communities.
 Monitoring and reporting ROI, making
the necessary adjustments.

TWITTER 101
 Let’s Tweet!
 Use hashtag
 #jcsocial
 @JuliaCSocial

http://edudemic.com/2012/12/14-twitter-statistics-you-may-not-know/

2013 ENONPROFIT BENCHMARKS STUDY
 Nonprofits experienced significant gains on Twitter
and Facebook, with Twitter outperforming
Facebook!
 Nonprofits in the study saw Twitter growth of 264%
in 2013 in comparison to only 46% growth on
Facebook.
http://www.e-benchmarksstudy.com

2013 ENONPROFIT BENCHMARKS STUDY
 Despite this, organizations continue to have a
greater social media presence on Facebook, which
remains the most popular social media platform.
 E-mail lists still deliver the largest base of
supporters for organizations.
 Nonprofits average 149 Facebook fans and 53
Twitter followers for every 1,000 e-mail
subscribers.
http://www.e-benchmarksstudy.com

TWITTER 101
 What do we do first?
 Sign up at www.twitter.com
 Get the mobile app

TWITTER 101
 Add a photo to your bio
 Write a creative bio –
think keywords.
 Add your website and other Twitter handles.
 You have the real estate, use it!
 Pro Tip: Invest in a custom Twitter
background and cover photo.

TWITTER 101
 Hashtag
 Any word beginning
with the # sign.
 People use hashtags
organize conversations
around a specific topic.
 Clicking on a hashtag
takes you to search
results for that term.
 Great for events,
specific products, timely
announcements
 #thankfulthursday
 #trt
 #ff
 #followfriday
 #nonprofit
 #giving
 #nptech
 #sm4np
https://business.twitter.com/start-tweeting

TWITTER 101
 TY to @nonprofitorgs
for the RT!
 MT (moderated tweet)
 RT
 Via @nytimes
 Clicking on the
@mention leads you to
the person’s Twitter
profile
 Mention
 A public tweet directed
to another user that
includes their
@username.
 Mentions are clickable
and link back to the
mentioned individuals
profile.
 They are collected
together in a
conversation if you click
Reply.

TWITTER 101
 Reply
 A public response to a
Tweet via the reply
button.
 Replies show up in your
home timeline and the
timeline of the person
to who you are
responding to.
 You must follow both
parties to see this
conversation.
When replying, if you
want everyone to see
it, put a . Or a space in
front of the @profile –
otherwise only people
that follow you and the
other person will see it.

TWITTER 101
 Bufferapp for
scheduling tweets and
retweets
 Great for building
community
 Retweet
 Sharing a Tweet.
 You can pass along
someone’s Tweet by
retweeting it.
 Just hit the Retweet
button to send the
original Tweet as
written to all of your
followers.
 Won’t have your
branding/profile pic on
it.

ANATOMY OF A TWEET

GREAT TWEETS
 Keep it conversational and
informal.
 Employ wit and humor.
 Make it shareable.
 Content has to be worth
reading, clicking and
retweeting.
 Ask questions.
 Current events!
 120 characters for
maximum retweeting.
 Ask “Please RT”!

TWITTER 101
 Let’s learn how to:
 Get followers
 Find people to follow
 Follow someone
 Report spam/block someone
 FAQ: Should you follow everyone who
follows you? No.
 The only way to get followers on Twitter is
to follow people. Lots of them.

TWITTER 101
 “Favorite” a tweet to
easily find later
 Monitor when people
mention you (Connect)
 Check and answer your
direct messages

TWITTER 101
 Insert a hashtag
 Monitor hashtags related
to your industry
 Participate in a TweetChat
 Monitor trends
 Search within Twitter

TWITTER 101
 Use Twitter lists to manage the chaos
 Monitor trends

TWITTER 101
 How often to tweet?
 It depends!
 80/20 rule
 80% of value to your clients and customers
 20% directly related to you
 Retweet, @Mention, Acknowledge
 ALWAYS be sharing
relevant, valuable, pertinent, up-to-the-minute
information!

WHAT TO TWEET?
 Sign up for free
Google Alerts
 Alltop.com
 Technorati.com
 LinkedIn News
 Statistics
 Quotes
 Photos – (how to add a photo to a tweet)
 Retweet often

TWITTER 101
 Time-saving tools
 Tweetdeck
 Hootsuite
 Buffer
(bufferapp.com)
 There are
hundreds of
these tools!

PRO TIPS
 If you type in the @mention, only people that
follow you AND that person will see it. Add a
period or a space before if you want it to go
out to everyone.
 Ask for RTs – Please RT!
 Do not connect Twitter to all other accounts –
hashtags are meant for Twitter, Instagram and
Pinterest (maybe Facebook in the future, but
not now)

PRO TIPS
 Keep tweets short
and sweet.
 There is no “magical” length, but a report by
Buddy Media revealed that tweets shorter
than 100 characters get a 17% higher
engagement rate.
 Tweets with photos get twice the response.
 Tweet with videos (YouTube, Vimeo) get
increased engagement.
 https://business.twitter.com/photos-videos-
content
(Buddy Media, 6/26/12, “Strategies for Effective Tweeting: A Statistical Review”)

PRO TIPS
 Participate in trends, but do it authentically.
 In other words, don’t just hashtag everything
#bieberfever.

HOW NONPROFITS USE TWITTER
 https://twitter.com/mashable/non-profits
 http://topnonprofits.com/lists/top-nonprofits-
on-twitter/
 @TwitterGood
 #twitter4good
 http://www.npengage.com/social-media/20-
tips-for-nonprofits-using-twitter/

CRISIS MANAGEMENT!
 An actual tweet accidentally sent via @RedCross:

 Red Cross response:
 #gettngslizzerd was a Trending Topic (meaning it
was popular on Twitter)
#techdaycamp @skullsflying

 Dogfish Head Brewery response:
 The Red Cross set up a designated page in
connection with Dogfish encouraging people to
donate a pint and use the hashtag to spread the
word.

THE ONLY WAY TO SUCCEED…
 Be present.
 Be relevant.
 Be active.
 Be engaging.
 Be timely.
 Have fun!

QUESTIONS?
Email me:
julia@jcsocialmarketing.com
Find the slides at my website:
www.jcsocialmarketing.com
Like me on Facebook:
www.facebook.com/jcsocialmarketi
ng
Thank you!

Twitter 101 presented by Julia Campbell

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