As both platforms, Facebook and Twitter, grow and become more and more popular among marketers, a different number of questions arise about the impact of being present within these social media spaces on ROI, crisis management, time management, and what makes Facebook fan pages and Twitter handles successful. Use this presentation as a tool not only to create successful fan pages and micro-blogging profiles, but to persuade your boss why you should be present on these platforms and how it will affect your bottom line.

1. Facebook & Twitter
Best Practices

2. Not just a SHIFT in…
control from brand to consumer
Measurement Performance Metrics1
ROI-focused Engagement-focused
Push Model Pull Model
Influencers- Advocates-
focused focused
1 Dina Kaplan, Co-founder, Blip.tv
2 Richard Binhammer, Senior Manager, Dell
3 Jason Rudman, Director, American Express OPEN
4 Bonin Bough Director, Digital Media Comm., PepsiCo, Inc.

3. This SHIFT affects the way we communicate to our
Followers
Fans
Viewers
Across the interwebs

5. Why
Tweet?
✓ Join/build a community or marketplace
✓ Product promotions/special offers
✓ Generate sales leads
✓ Provide customer support
✓ Crisis management “You don't need to justify Twitter-it's a real-
✓ Spot trends/research time consumer promotion tool. The ROI of
Twitter is baked into brand health metrics.”
✓ Event activation
- Cynthia Ashworth, VP, Consumer Engagement,
✓ Thought leadership Dunkin Donuts
✓ Free focus group
✓ Enables real-time and broad reach
✓ Cost-effective
Source: “Twitterville” by Shel Israel @shelisrael

6. 8TWITTER
DO’s for
 DO develop an objective and a strategy for engaging in Twitter.
 DO create a brand profile with a custom background image, company logo as the profile’s photo, and
include contact information of customer relation department, any employees who are tweeting on behalf of
the brand
 DO provide value for your followers
 DO listen and monitor conversations /ask questions/learn about your consumers
 DO tweet transparently. Disclose whether the handle is maintained by one individual or a team of people
within the company.
 DO protect against brand jacking. Consider registering variations of your brand (i.e. Nike, Nikeshoes, etc)
 DO create a Twitter schedule. Define the roles and responsibilities internally among your team members.
 DO Track metrics and conversation trends

7. 8TWITTER
Don’ts for
 Don’t just broadcast! Provide real-time engagement with the brand to your followers, including
contributing new posts, replying to followers, or ‘retweeting’ their posts.
 Don’t sound like a press release
 Don’t automatic, be conversational! Avoid setting up autofeeds (i.e. Twitterfeed)
 Don’t auto respond when someone follows you
 Don’t protect your handle. Unless you have a real business reason, a tendency to be
insulting, or something to hide.
 Don’t spam with constant links to your Web site, in tweets/DMs
 Don’t panic when someone tweets negative comments about your brand.
Depending on the comment, you may address the issue publicly or direct message
them.
 Don’t feel overwhelmed! Select 15 min-intervals through out the day to tweet, reply,
and retweet.
•

8. Finding your customers on
Twitter
✓ Listen and monitor tweets about your brand to learn who is talking
about it and what they are saying – find people who care about your
brand
✓ You can dig in three main places to unearth people to follow:
people’s tweets, people’s bios, and people’s locations
✓ Find the top ten people with the largest following (influencers) &
share their content (RT) as much as you can before asking them to
spread your own content
✓ Follow everyone who follows you in order to enable direct
messaging
* See handout for tools that will help you with each one of these tactics Source: “Twitterville” by Shel Israel @shelisrael

9. How often do I
Tweet?
 Tweet 3-7 times per day
 Re-tweet 1-2 times per day
 Reply as needed
 Tweet at least one original thought per day
 Tweet at least one original URL per day

10. Encouraging your followers to
Re-tweet
✓ Keep your messages short
✓ Leave at least 14 characters for
followers to retweet your message
with your user name
✓ Use # hashtags
✓ Be sure to include a URL
✓ Tweet relevant content
✓ Ask your followers to re-tweet

11. What really matters on
Twitter?
✓@Delloutlet)measures engagement, NOT the number of followers.
(They had 1,475,378 followers as of 12/10/09)
✓ The company measures the numbers of conversations on
Twitter about Dell, time between engagements, and the content
of tweets
“ Number of followers just says that a bunch of people may or may
not see what you have to say, depending on what else they’re doing.
’’
- Richard Binhammer,
Senior Manager, Corporate Affairs, Dell
Source: “Twitterville” by Shel Israel @shelisrael

12. Re-tweeting
can be dangerous
Motrin Moms Case Study
#MotrinMoms
Mommy bloggers, like #Motrin Moms became
Jessica Gottlieb, who the top trending topic
started the Motrin War, on Twitter over a
said that the brand weekend.
wasn’t supportive Ad parody, “Boob Job”
of mothers. is posted on YouTube...
"We have heard your concerns
McNeil staff that about the ad." We are parents
monitors social media ourselves and take feedback Typical PR
from moms very seriously. We response on
comments had taken are in the process of removing
the weekend off. No this ad from all media." the Motrin
one from the company Website, rather
- Kathy Widmer,
was listening. VP of Marketing
than on Twitter.
MONDAY
Source: “Twitterville” by Shel Israel @shelisrael

13. Re-tweeting
Max Suicide Ads- Case Study
can be dangerous
BBDO in Germany created a print ad for Pepsi Max, one
calorie drink with the idea of poking fun of the lonely
character and suicide.
Christine’s first tweet on Sunday
afternoon, was followed by over 60+
(more by Monday morning) was re-
tweeted by 76 people.
(Same time frame as Motrin)
How did Pepsi Respond? PepsiCo issued a statement via Twitter
apologizing and explaining why it happened
"I saw your tweet and I just wanted to make sure I responded personally,"
We agree this creative is totally inappropriate; the following morning.
we apologize and please know it won't run again .... My
best friend committed suicide and this is a topic very close PepsiCo also PERSONALLY followed up with
to my heart. So again I offer my deepest apologies. all 76 people who re-tweeted via email.
- Bonin Bough, Director, Digital Media Communications
at PepsiCo Source: Bonin Bough Director, Digital Media
Communications, PepsiCo, Inc. via www.ana.net

14. How are brands handling
crisis management in
social media?
• Weekend Monitoring Policy
• Escalation Social Media Policy (Product recalls handled by Customer Relations)
• Twitter Handbook
• “What if ” brainstorm session
• General policies/”rules of engagement” established
• Weekend taskforce
• Phone tree
Source: www.ana.net

15. Twitter
Benefits for Bloggers
Technorati's State of the Blogosphere survey found 73% of bloggers have a Twitter
Handle while 27% do not
• Build credibility, trust and reputation – become an expert in the specific field by
posting regularly on certain topics
• Research Tool – whether a blogger is experiencing a writer’s block, needs some
inspiration or wants to optimize his/her blog for SEO, Twitter can be very useful in
improving the quality of one’s blog
• Promote content & drive traffic - spread word about the blog to potentially reach
influencers and new readers who are interested in what one has to say and have
the ability to promote it to their networks quickly
• Network with other bloggers

16. My Favorite 5
Twitter Tools
Twazzap: Displays a list of the most authoritative Twitter users who have tweeted
about a given subject. This allows users to quickly find interesting followers worth
following. It also shows popular tweets, relevant photos, hashtag clouds and
subtrends, and most popular links
Tweepsearch: Profile and biography search tool that allows you to find Twitter
users based on keywords search (i.e. social media) and the number of followers/
friends/updates
Twittergrader: Measures power and authority of the Twitter profile. The
calculation is based on a combination of different factors, including your number
CoTweet: Utilized by Jetblue, Pepsi & BestBuy, is specifically designed to help
businesses maximize their Twitter ROI, allowing companies to manage multiple
accounts from a single dashboard, support multiple editors for each account,
track conversations, assign roles, and create follow-up tasks
Qwitter: Updates you via email whenever someone stops following you. It
will even let you know what you tweeted that caused them to stop following you

17. Create Engage Measure

18. Best Practices
Facebook
Create
 Create a landing page/welcome tab for non-fans with an incentive/call-to- action
in order to convert them to a fan
..
 Integrate fans’ wall posts with the brands’ posts in order to encourage
conversation between fans and foster a community

19. Best Practices
Facebook
Create
 Include a legal disclaimer on the fan page that encourages
fans to respect other community members and refrain from
using abusive, obscene, or defamatory language.
 Integrate other web properties and Facebook Apps to enable
fans to do more and spread the message about your brand.

20. Best Practices
Facebook
Engage
 Comment on fan posts rather than just drop a post, a link, or a picture
periodically on the page is crucial in order to add value to the posts with
additional information and foster conversations
 Provide fans with incentives, such as coupons, contests, product/store locator
app (if applicable), tips, announcements, news, and other resourceful information.

21. Best Practices
Facebook
Engage
 Make your fans feel special. Reward fans for participating, letting
them know you are watching. Make a fan of the week, allowing fans
to badge their page with something that clearly makers them as
an extended member of the brand family.
 Leverage celebrity endorsers/company celebrities. Brands like
YoBaby Yogurt are leveraging their CEO as a celebrity who appears
in videos discussing why organic food is great for one’s health,
participate in live Web casts.
 Provide valuable and interesting content. Post a variety of content,
including photos, videos, discussion questions, posts, etc. Share
your fans’ content, bloggers’ reviews of your products, etc.

22. Best Practices
Facebook
Measure
 Pay attention to Facebook insights. Provide fans with the most-relevant
and interesting content by learning and understanding which posts are truly
motivating and receive the most interactions from fans.

23. My Favorite 5
Facebook Apps

24. IRINA SKAYA
Email: irina.skaya@gmail.com
Twitter: @irinaskaya
Blog: iskaya.wordpress.com