Engaging with the Twitter community and monitoring your brand
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Learn how to develop relationships with the community, your followers on Twitter and protect your brand's online reputation.
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Engaging with the Twitter community and monitoring your brand
- 1. @SocialWelcher Catholic Review on Facebook and Twitter
- 2. Twitter is launched Source: LA Times | www.socialnomics.net | Twitaholic
- 3. Why focus on Twitter? • Directly answer consumer questions • Gain brand awareness • Develop relationships • Tease followers to your content • Get information out quickly
- 4. Twitter: By the numbers • 1 billion registered accounts • 500 million tweets sent per day • 271 million monthly active users • 100 million daily active users Source: Twitter.com/company, Business Insider; Image: http://jonathanhurwitz.wordpress.com/
- 5. Engaging with the community • Follow community partners, relevant industry members • Organize using Twitter lists – Example organizational methods: Local businesses Industry members Local news
- 6. Engaging with the community • Share community members’ relevant content – Will be more likely to share yours with their audience – Ask yourself specific questions before sharing • Want it to add value to your followers – Edit and RT to add your own commentary • Can do on mobile app or using TweetDeck Local businesses
- 7. Engaging with the community • Small businesses can work together • Respond to pertinent direct mentions by other organizations Local businesses
- 8. Track news, current events • Follow industry leaders, local news sources – Stay in the loop of what’s happening locally • Share relevant news with followers – Anything trending • Added bonus: May provide content ideas Industry members Local news
- 9. Track news, current events • Be aware of tragic events before sending poorly-timed tweets – Example: • Sent as Aurora, Co., tragedy was occurring Local news Image mashable.com
- 10. Follower analytics • Find out more about your followers, tweets – Twitter organic analytics – Look at followers information, tweet activity • Followers information – Who are my followers? – What are their interests? – Gives idea of content they’ll like
- 11. Tweet analytics • Tweet activity • Focus on metrics based on the content type • Look at click-through rates Informative articles • Want high engagement • Look at retweets, replies “Candy” posts
- 12. Examples of “candy” posts
- 13. Tweet analytics
- 14. Follower analytics • Use tweriod to determine when followers are online – Want to share best content during optimal times – More likely to receive engagement
- 15. Engaging with followers • Use compelling images wisely – Images in tweets receive 35% more retweets – Stand out in keyword, hashtag searches – Optimal size: 700 px by 350 px Numbers and image from socialmediaexaminer.com
- 16. Results of engagement Use demographic and analytics information Serve valuable content to followers at the best times See increased click-through rates and engagement
- 17. Results of engagement Demonstrate tangible outcomes vs. “vagueness” Comic from dilbert.com
- 18. Additional engagement tips • Tweet consistently – Stay in feed, mind of followers • Twitter ads – Promote best content to target audience – Key objective tweet engagements • Tweet content multiple times – Followers might miss it the first time – Mix up quotes, headline, tips Numbers from boostblogtraffic.com
- 19. Additional engagement tips • Utilize “Don’t miss” “ICYMI” • Followers who have seen content will be more forgiving Shared July 29 Shared July 30
- 20. Additional engagement tips • Utilize hashtags – Tweets with hashtags receive two times more engagement – Find popular on hashtag.org, whatthetrend.com Numbers from expanded ramblings, image edited from epiclol.com
- 21. Responding to followers • Need staff member on hand able to answer questions – Knowledgeable about content, company • Answer questions directly and quickly – Direct off platform to email if needed – Respond to all messages, comments, questions – Set notifications to meet your needs
- 22. Responding to followers • Online face: Keep a smile on • No sarcasm font • Keep voice consistent across team members
- 23. Monitoring your brand • Have a set comment policy in place – Can be hosted on website – Enforce it as soon as someone breaks it • Block irrelevant spam comments – Don’t want diet pills associated with your brand The Catholic Review’s comment policy, Image from antispamengine.com
- 24. Monitoring your brand • Handling hecklers – Acknowledge. Ignore. Block. – Community members will step up when it’s not necessarily your brand’s place to respond
- 25. Why monitor indirect mentions? Know what customers are saying about you, not to you Protect your brand’s online reputation Address customer concerns Find out who your customers and online readers are
- 26. Monitoring indirect mentions • Set up column to know when users mention you but you’re not tagged • Example alert: “Baltimore Business Journal”
- 27. Monitoring indirect mentions • Want to respond to questions, praise, and complaints • Chance to start discussion, gain awareness about your online presence
- 28. Additional Resources • 10 simple Twitter tactics that will get you more traffic today • How to easily monitor your brand online • 5 free tools to track brand mentions online • Best practices for developing a social media policy
Editor's Notes
- Brief intro about what I do. - Oversee social media strategy and posting for the Catholic Review newspaper Focus on growing online audiences, increasing social traffic referrals and developing relationships with followers. Many of this takes place on Twitter
- -New way of communicating -Short snippets of information -Way to share news, information quickly
- -Highlight your expertise in your industry, experts at your company through blog posts -Show that you are a member of the community -Develop relationships followers, potential customers
- As comic jokes, Twitter is no longer just for teens. Adults, world leaders embracing social network Global audience: 77% of accounts are outside the US Twitter supports 35+ languages
- Start off by talking about ways you can engage with other local businesses Goals: Highlight you are part of the community, increase awareness -Once you follow, their content will appear in the newsfeed -Can be overwhelming, simplify with lists Go to profile you want to add more user actions add or remove from lists
- Building relationships on Twitter is vital to long-term success If other companies share your content, it will increase awareness of your page Questions to ask: Does it provide useful information? Will it inspire? Engage?
- -If a company pitches story, info in direct mention, add a comment or reshare if it is also pertinent to your audience They will be more likely to engage with you in the future -Example: We were tweeted a photo from an event. We were able to share this with our community before our own photos were available. -Gave our readers valuable information
- Other list ideas I mentioned: industry leaders, local news sources -Will help you know local news, trending items -Check every morning before sharing any content -May provide content ideas: Add your company’s commentary on updates, changes in industry
- -If a tragic event happens, you don’t want to be sharing a humorous tweet Can help avoid twitter disasters, which won’t sit well with your community
- -The first step to engaging with your followers is delivering content they want – more likely to engage -Recently released Twitter organic analytics -Go to ads.twitter.com analytics Follower info: Other accounts they follow, Demographic – sex, location, interests -Info will help you deliver content they like (i.e. they’ll be more likely to engage)
- Tweet activity: Types of engagements tweets receiving, overall impressions, retweets, replies -Google analytics will show which articles getting most traffic from twitter, can also see link clicks in twitter analytics -Candy posts (think cat photos, memes, food, inspirational quotes) -Not every post has to be serious, drive traffic -For more fun or inspirational posts, the goal should be to have your followers share it with their networks, engage with the post.
- Still confused about what a “candy” post is? -Keep relevant to your industry, brand -Can’t all be cats. Give your readers valuable content as well, share your story
- Find out impressions, retweets, link clicks from a specific tweet See if tweet met it’s intended purpose. If not, reevaluate content
- Tweroid: Free tool that shows when your followers are online Find out when to post for the most click throughs, retweets, replies Based on chart, on Mondays I should post best content 9am-10am, 2pm – 4pm
- -Don’t want every tweet to have a photo or it will lose its effectiveness -Images should relate to content topic, entice people to click -If you use a sharing platform, check how photos appear -Hootsuite pro (or for business?), Buffer display images natively -Will stand out in keyword searches, lists because of the visual element
- Other free analytics tools available as well, mentioned ones I’ve found particularly helpful
- Or, in other words, you will be able to use follower data points to show your boss tangible results
- -BBJ reporters have a rule: Tweet as much as you eat Catch your followers when they are on work breaks Make it part of your daily routine -Promoted tweets have numerous targeting options, objective options You pay only when followers, users act on your objective -Altar the text in repeat tweets so users that have seen the update won’t be annoyed
- ICYMI: In case you missed it Example: Received twice the retweets and favorites the second time it was shared
- Pay attention to hashtags influencers in your industry are using Don’t use more than 3 hashtags per tweet or engagement will decrease -hashtag.org: Shows how many people using hashtag, related hashtags
- -Direct questions off platform to email if needed -Have processes in place BEFORE emergencies
- This is your online face. Always. -Don’t want it to seem like many people are tweeting -Want voice to be unique, recognizable to your brand
- -Be ready to defend why you deleted a comment
- Example: Amidst recent negative comments on the Ravens Twitter feed, fans stepped up and defended the organization’s decision
- If they’re not mentioning me directly, why should I bother tracking?? People sharing your content could be different than your followers Customers won’t always take the time to tweet at you, will complain online without alerting you What do customers love about your business and products? Where are areas for improvement?
- -Can set up in hootsuite, I prefer tweetdeck Check regularly, or you can set popup or sound alerts -Can also search company name directly on Twitter, and save that search -Example: BBJ would have been able to respond or retweet to Christopher Schafer Other suggestion: Set up daily Google Alert with your company, product names
- Example: Someone added a comment before sharing one of our articles about James Foley I was able to answer their question and a discussion was started If I didn’t have the column set up, would not have been able to respond
- Last engagement tip: Everyone loves a little humor