This document discusses how to achieve reach, spread, influence and impact on Twitter. It covers defining social media and personal brands, maximizing engagement through communities and quality content, and measuring impact beyond just numbers of retweets or likes. The key aspects emphasized are focusing on spread over going viral, engaging authentically with like-minded people, and telling the story behind influence metrics to demonstrate real impact. Authenticity, generosity, and inclusive conversations are presented as the most effective strategies over superficial interactions or one-time slactivism. Goals should be SMART and complementary platforms used to give messages longevity.

1. Achieving reach, spread,
influence and impact on Twitter
Leigh Kendall
@leighakendall
May 2017

2. What we are going to cover
• What is social media, and what do we
use it for?
• How do we want to be perceived?
• How do we achieve maximum reach and
spread? What’s ‘going viral’ all about?
• How do we track impact and influence?

3. What is Social Media?

6. Activity!
What do you want to be known for on Twitter?
Think about:
• What is your brand?
• Where do you want to be,
professionally and personally?
• What do you want to be known for?

7. • Who are you?
• What are you interested in?
• What are you known for?
• What would you like to be known for?
• Are you being your authentic self?
• Be real, genuine, human
• Is your content congruent with your brand?

8. Beyond Viral
• ‘Going viral’ – content that is shared
(usually rapidly) online between
individuals on social media networks
• Going viral is the holy grail for many on
social media
• There is no magic formula

9. So What?
• Nature of social media means content is
fleeting, even viral content.
• Millions of people might have seen your
content, but has it had an impact? How do
you know?
OR

10. • Activism or slactivism?
• One-click involvement,
or crucial awareness?
• Genuine care, or social
currency and social
proof?
• Many posting videos didn’t mention
the charity (or donate).
• Many questioned about the campaign
didn’t know what ALS stands for, or
what it is (Amyotrophic Lateral Sclerosis
or Lou Gehrig’s Disease, is a
neurological disorder in which the
motor neurons that control muscle
function slowly die).
$115 million raised for ALS research

11. Spread and Reach
• Focus on maximising spread and reach, rather
than trying to ‘go viral’.
• Share good content that is consistent with
your brand
• Find your people – communities, social
movements, hashtags
• Calls to action

12. Discussion
How do you know whether you have
THIS OR THIS?

13. Influence
…but numbers are not the whole picture.
What is the story behind the numbers?
What impact have you had?

14. Influence and Impact
It IS about
• Engagement: starting
conversations
• Communities: like-minded people
collaborating
• Quality, not quantity
• Generosity and support
• Inclusivity: all voices are welcome
• Authenticity, not ‘playing the
game’
(and these factors are why #MatExp works so well on Twitter)

15. Activity!
How does your current Twitter brand fit with
what you want to be known for?
Think about
• Do you need to make any
changes?
• If yes, what changes will
they be?
• How will you action those
changes?
• Think SMART goals

16. Maximise your reach, spread,
influence and impact
• Be authentic
• Be generous – be kind, give advice, share
interesting content
• Pump up the volume: use complementary
platforms such as blogs, Steller, Storify to give
your messages and voice longevity (this can
also help you become a thought leader in your
area of specialism).

17. What kind of content has the
best reach and spread?
• Stories with high
emotion – whether
happiness or anger
• The WOW or aaah
factor
• Social currency

19. Twitter Turn Ons
• Be polite
• Be kind
• Be relevant
• Be authentic
• Engage
• Find your people
• Share relevant
content
• Say thanks, give credit
where due
• Me, me, me
• Keep saying the same
thing again and again
and again….
• Cliques
• Rudeness
• Broadcasting, no
interaction
• Auto-DMs
Twitter Turn Offs

20. Lessons from
Twitter Fails
Beware automated tweets
Sense check your hashtags!
Giraffes don’t live in Ghana
If you engage professional PR support,
don’t make it look too obvious!

22. Appendices
Results of the survey conducted
May 23 to May 25, 2017
168 responses were received –
thank you to everyone who took the time to
complete the survey.
To view full results:
https://goo.gl/forms/W5D1o6Ocgj2o91uG2