This document provides guidance on using Twitter to build a brand. It notes that Twitter has over 200 million active users who spend around 170 minutes per month on the platform, mostly via mobile devices. The document recommends that brands establish goals and roles for Twitter use, identify and follow relevant targets, create a branded profile, engage in real-time conversations using hashtags, and measure progress over time to reinforce their identity and connect with customers. It also provides tips on when and how often to tweet to maximize engagement.

1. a social media primer
building your brand on twitter

2. Twitter is a popular micro-blogging
platform where short bursts of
information – called “Tweets” – are
shared, 140 characters at a time.
The latest available statistics put Twitter
at more than 200 million active users;
on average, they spend approximately
170 minutes on the platform each
month; 80% access it via mobile.
device.
For marketers, Tweets can be indicators of
what’s happening in real-time. To
date, over 170 billion Tweets have
been served.
what is twitter?
Source: Twitter

3. Food & Drink (32%)
Clothing & Accessories (17%)
Technology (11%)
General Retail (11%)
Entertainment (11%)
Transport (4%)
Beauty Products (3%)
Professional Services (3%)
brand mentions on twitter
Source: Brandwatch

4. situation analysis
In 2013, it was reported that 97% of the
world’s largest brands were using
Twitter, each tweeting between 10
and 49 times per week.
69% were found to use the platform to
broadcast and engage; 66%
maintained multiple accounts.
Due to the real-time nature of Twitter,
nearly every Fortune 100 brand, active
or not, is monitoring the channel for
insights and trends.
Surprisingly, 70% don’t act on their
findings.
Source: My Clever Agency

5. Through presence on Twitter, your brand
can:
o Reinforce and differentiate its
identity;
o Tap into relevant conversations;
o Connect with influencers, advocates
and customers; and
o Gain competitive insights.
opportunity for your brand

6. getting started
1. Establish role(s) and goal(s)
2. Identify and follow target(s)
3. Create profile(s)
4. Act in real-time
5. Be interesting, concise
6. Respect others
7. Use an URL-shortener
8. Hashtag
9. Engage, don’t broadcast
10. Measure progress

7. tips and tricks
Tweet when it matters.
The best time to Tweet is in the
afternoon, between 3 and 7PM;
the most ReTweeted time of day
is 4PM.
Seek feedback.
33% of active Twitter
users share their opinions
on products/companies.
Aim for the ReTweet.
53% of Twitter users ReTweet
content from other users; 57% of
all ReTweets include a link.
Reward followers.
35% of Twitter users who
follow a brand use that
brand.

8. short-term plan
1. Secure your handles ASAP
2. Identify and follow your influencers
3. Create a real-time response protocol
4. Establish a team and point-guard
5. Have fun

10. let’s connect
o Twitter
o Facebook
o LinkedIn
o SlideShare
o Instagram
o Pinterest
o Google +
o Tumblr
o Foursquare

11. a social media primer
building your brand on twitter