Danny Sullivan provides tips on how to fail and succeed on Twitter. Some failure tips include responding to complaints with long essays, making promotions complicated, and constantly asking questions just for engagement. Success tips include reading, listening and responding appropriately to followers, delivering on promises, and appropriately reaching out with valuable information. Sullivan emphasizes building a brand through thoughtful participation rather than jumping on trends or asking for follows.

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HOW TO FAIL AT TWITTER
Observations From A
Twitter Enthusiast &
Semi-“Twitter Famous” Person
Danny Sullivan
Founding Editor, Marketing Land

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@dannysullivan
Twitter Famous?

3. http://www.vanityfair.com/news/daily-news/2014/11/twitter-anil-dash

4. https://medium.com/message/nobody-famous-37790cb4d014

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Many followers
without being an
offline celebrity or…

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Anyone someone
might view as an
“influencer”

8.  TWITTER FAMOUS: People & brands reach
out because my of followers
 INFLUENCER: People & brands reach out
because of my job
My Many Lives On Twitter

9.  REGULAR USER: People & brands reach out
to me as regular Twitter user…
 And I reach out because I just enjoy Twitter
as a regular person
My Many Lives On Twitter

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[FAIL TIP #1]
When a busy
traveler complains….

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Respond with an
essay!

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OMG

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Replying & listening
aren’t the same
thing

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[WIN TIP #1]
Read, listen &
respond appropriately

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[FAIL TIP #2]
Offer to help but then
make it worse!

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Promise vs reality

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[WIN TIP #2]
Don’t break the customer service
promises you make on Twitter

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Credit was issued.
Also, I don’t always
complain….

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And more on
customer service…

34. http://marketingland.com/twitter-publishes-122-page-customer-service-playbook-for-brands-137786
https://twitter.app.box.com/customer-service-on-twitter

35. http://marketingland.com/twitter-customer-service-tips-137991

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[FAIL TIP #3]
Reach out!

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[WIN TIP #3]
Reach out appropriately

43. From “Customer Service On Twitter Playbook: 2015 Edition”

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[FAIL TIP #4]
Have a promotion with
complicated rules!

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Win a
t-shirt by…

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Tweeting
about us!

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With this
specific
hashtag….

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Right
now!

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And log-in to
tweet on
your iPad!

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Uh, No

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[WIN TIP #4]
Make it easy for people to share

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[FAIL TIP #5]
Ask questions just to
get engagement

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I – we – are not your
Google for things
easily found

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“Real” accounts
don’t constantly ask
questions

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[WIN TIP #5]
Share things really likely of interest

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[FAIL TIP #6]
Ask to be followed!

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Just don’t

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[WIN TIP #6]
Be real, be interesting.
If people like your tweets, they may follow you for more.

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Some responses on
why people say they
follow others…

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[FAIL TIP #7]
Jump on a bandwagon!

72. http://marketingland.com/brands-newsjack-lebron-charmin-cottonelle-shoot-worst-tweets-ever-90860

73. http://marketingland.com/spaghettios-remembers-pearl-harbor-day-on-twitter-67494

74. “#WhyIStayed: You had pizza”
“Customer Service On Twitter Playbook: 2015 Edition”
AND see: http://marketingland.com/digiorno-99289

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[WIN TIP #7]
Jump on bandwagon with
thought & relevancy

78. http://marketingland.com/waffle-house-fires-shot-belgian-waffles-scores-worldcup-engagement-win-89609

81. http://marketingland.com/guy-behind-arbys-tweet-pharrell-williams-rocked-grammys-72222

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[BONUS FAIL TIPS]
Crowdsourcing FTW

83. https://medium.com/message/nobody-famous-37790cb4d014

84. Celebrities are the same as other users
of twitter. They don't like the 'teaspoon dipped into
the Mississippi River' aspect of twitter: that they're
always missing so much of their feed.
And it's the same for them when it comes to
retweeting: if you want something retweeted, than
post something retweetable! And of course what
they like is the reach, immediacy and brevity of the
platform.”
-- Rob Gregory, CRO of WhoSay

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 Listen to your followers, don’t blindly respond
 Deliver on what you promise on Twitter
 Appropriately reach-out & with value
#140Takeaways

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#140Takeaways
 Pick the right moments in the right way
 Don’t lose sight of building your brand &
follower among the “trees” of requirements

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#More
 7 Ways To Fail At Twitter
http://marketingland.com/7-ways-to-fail-at-twitter-141809
 Marketing Land’s SocialPro Event
Nov. 18-19, Las Vegas: use code “inbound” for 10% off
 Marketing Land:
Social Media Marketing Channel & Weekly Newsletter

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THANK YOU!