The Twitter deck no one sawbecause it might have been too
much information to share
Strategy Be sure to measure KPI’s
It would be easy to measure the possible ROI outcomes and say that perhaps Twitter was
not worth it, but if you were able to measure the number of leads, calls, mentions
etc…then it would be worth it.
What to measure?
1. Post count – the number of times you’ve tweeted in a given time frame
2. Replies – the number of times another person’s tweet has started with @username
in a given time frame
3. Retweets – The number of times you’re tweets have been “retweeted” in a given
4. Mentions – the number of times your username was included in a tweet (but
wasn’t considered a reply)
5. Friends & followers
You should look beyond these general KPIs and also look for the
1. What tweets received the most attention? What can you learn from those tweets?
Were they related to a contest or a particular subject? You can use a service like
TweetEffect to determine which tweets cause you to gain or lose followers.
2. Are Twitter users mentioning your business name without using your Twitter
account? Are they aware that you even exist on Twitter?
3. Use a service like Trendistic to look for trends of product names and keywords
4. Overall sentiment in replies to your Twitter account
5. What day and time of day were your tweets most effective (with regards to
replies, retweets and URL clicks)?
A list of Twitter 22 tracking tools
rs nt Locatio
Twitter Tool Service Analysi Sensitiv
Popularit Mention n
Haop.in x x x
in major cities
Hashtags features to x x
allow users to
Klout and x x
ns across your
Tracks what is
Thummit x x
ThunderNimb Monitors and
x x x
in social media
Keeps track of
Tweetbeep company, etc x x
your website or
Tweetburner shared on x x
links on Twitter
Tweetmeme x x
streams of the
Allows you to
set up an alert
to be emailed
TweetScan every time x x
there are tweets
Allows you to
TweetGrid search for x x x
groups, etc in
updates the grid
Twist x x
Twitscoop extracts the x x x
more often than
person or topic
Twitstat popular words x x
of the last 500
of the Top 10
shows a tag x x x
TwitterGrader influencers x x
overall and by
Twitterholic Twit has the x
Twitter user by
view of what
Twitturly x x
Strategy Keep it simple. One hour a day.
Remember that though Twitter is all about “real time” data, that doesn’t mean that you
have to be “on it” all the time. You could tweet 35 times a day and manage it the first
thing in the morning, midday, and before you leave for the evening.
Some last minute tools and tactics
Tactic #11 Be sure to set up Google alerts for tracking purposes
Tool #10 GeoFollow – Large location based Twitter Directory, find and follow by city,
state, zip or tags.
Tool #11 Trendsmap – Realtime mapping of Twitter trends across the world.
Tool #12 LocaFollow – Search by location & follow (allows bulk follow) LocaFollowis
powered by Google so results are shown in the same order that Google shows it. Those
Twitter pages that are better SEO optimized will appear on the top.
Tool #13 TPS – the Tweet Positioning System, is a geolocation filter for conversations
and mentions on Twitter.
Tool #14 GeoTwitTrends – Shows realtime trending topics happening in specific
Tool #15 GeoChirp Set the location and then search for tweets based on keywords.
All results from that location would be displayed.
Tool #16 Twittori – Allows you to follow places in a similar way than you are used to
following users on Twitter as well as attach your tweets to a specific location.
Tool #17 TweetMondo Shows Twitter users that have either registered in
Tweetmondo.com or were crawled by their crawler and filtered by location.
Tactic #12 Follow the right people. Do celebrities bring value to you and your business?
Tactic #13 You don’t have to follow everyone and …*Don’t be miffed if they don’t
follow you back
Rules of the road
1. Don’t pimp too much
Pardon the vernacular, but subtlety give Twitter users your features and benefits. Let
them know about special deals. A good rule of thumb to determine whether a tweet is
userfriendly or brand vanity is to ask yourself, “If I didn’t work here, would I care about
2. dont Use Por Gramar or Speling
Write words out in their entirety, don’t use confusing abbreviations or too many of them,
make sure punctuation is clean and try to keep “lol’s and emoticons to a minimum.
3. TMI is just thattoo much information
Keep your conversations warm but professional; it’s what users expect from a brand
ambassador, and anything else comes off as creepy.
4. AutoTweetI hate it and so should you.
It’s OK to set up tweets to roll out while you’re away from your desk, but think long and
hard before you automate an entire feed to stream into your Twitter account. Users can
smell a bot from miles away, and the point of Twitter is to be personally engaging more
than blatantly promotional. Also, this might go without saying for the techsavvy
marketers among us, but don’t automatically DM new followers; it’s seen as spam. It’s a
huge pet peeve of mine.
5. Finish the Conversation if there is oneWhat are you
If you’re carrying on a series of @replies, don’t wait a day or two between messages.
Users will want a reply within a few hours. If you wait longer, they may have already
forgotten what you were talking about.
6. There is no success in excess
If you’re using Twitter as a 24/7, oneway broadcast system, you’re not having a
conversation — you might be just “shouting” at your followers. Whichever method you
choose, make sure you’re not tweeting too often and flooding your followers’ timelines.
7. Do Shout Outs to Users Who Mention You
Especially if that mention is favorable, don’t be shy about tweeting thanks, tips or
promotions to someone who’s shown your brand some Twitter love. Pay it forward, it
8. Fish where the Fish AreDon’t fish where the
Let’s be honest: Not every brand needs to be on Twitter. Every brand should be
monitoring Twitter but not every company’s customers are going to be on this site or be
open to being contacted this way. If your brand has an older demographic, or if your
product is of a more sensitive nature, you might want to be a silent observer of this
ecosystem rather than an active participant.