Twitter is a social media platform that allows users to share 140-character messages called tweets, facilitating quick updates and community discussions. It is particularly popular among younger demographics, with increasing adoption among older users, and serves as a tool for businesses to provide customer service and connect with audiences. Effective usage requires commitment, as managing a business account involves consistent engagement and content curation.

1. an introduction to

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twitter (verb):
• to make fast and usually high sounds
• to talk in a quick and informal way about things

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Twitter (social network):
Twitter is an information network made up
of 140-character messages called Tweets.
It's an easy way to discover the latest news
related to subjects you care about.

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18-29-year-olds are most likely to use Twitter, but adoption
rates for those 65 and older have tripled in the last four years
Source: Pew Internet

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Why the heck would I ever
use Twitter?
• Do you like staying up to date on news and information
as it’s happening?
• Do you like participating in community discussions?
• Do you want to get links to useful or interesting
articles, benchmarks and statistics you might not have
otherwise known about?
• Do you like to have a direct line to companies when you
have a complaint?
• Do you like to be the first among your friends to know
things?
• Do you want to feel connected to your favorite
celebrities?

6. Do you text?
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Twitter is like public texting.
Instead of one-to-one messaging, it’s one-to-many!

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is what already
HAPPENED

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is what’s happening
RIGHT NOW

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SOME TWITTER FACTS
• Launch year: 2006
– Revenue in 2010: 45 Million
– Revenue in 2013: 405 Million!
• Twitter owns Vine
• Active registered users: 645,750,000
– 135,000 new users EVERY DAY!
• 58 million tweets per day
– 9,100 tweets per second!
– It only takes 5 days to reach 1 BILLION tweets!
Source: http://www.statisticbrain.com/twitter-statistics/

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Source: Social Media Today

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Source: Social Media Today

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40% of Twitters users are ―lurkers‖ –
those who simply use Twitter as a
―curated news feed of updates that
reflect their passions‖

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Samsung Mobile is the most popular
brand on Twitter in the US with more
than 5 million followers

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Katy Perry is the most popular
celebrity on Twitter in the world with
more than 51 million followers

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News that broke
on Twitter first

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News that broke
on Twitter first

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Why 75% of businesses
are on Twitter
• Fulfill the expectation of immediate customer service
• Monitor the online sentiment surrounding your brand and
manage your brand image
• Break news on product updates, event announcements
or company developments
• Provide real-time updates during events
• Connect with customers where they like to hang out
• Humanize the brand
• Participate in community discussions and establish
thought leadership
• Public relations and image control

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Why some businesses are
NOT on Twitter
Twitter is not for every business!!! If you don’t have the time
to post several times a day and closely monitor interaction
on your brand’s Twitter account, don’t start one for your
business!
Don’t let that scare you away—curating content can be a
good start point in lieu of organic content, and interaction
notifications can be sent straight to your email address.
Just remember—Twitter is a COMMITMENT!

20. Twitter Time Investment
20
Hours
Minutes
LEAD
CREATE
PARTICIPATE
LISTEN

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Source: Render Positive

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Source: Media Bistro

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Source: Media Bistro

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The average lifespan of a tweet is

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The most retweeted post of all time is…

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#FAIL

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Twitter fails
When you accidentally tweet from the company account…

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Twitter fails
Lack of sensitivity or trying to spin the news in your favor…

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Twitter fails
Forgetting who has the Twitter password when you have
mass layoffs…

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Twitter fails
Trying to be funny and just sounding dumb…

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Twitter fails
Trying too hard to go viral and betraying customer trust…

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Twitter win
Great customer service…

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Twitter win
Engaging with customers…

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Twitter win
Sharing new products…

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Twitter win
Being funny, without necessarily talking about your brand…

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Twitter Glossary
• @: used to call out usernames in Tweets, like this: ―Hello
@clevelanddotcom!‖ When a username is preceded by the @
sign, it becomes a link to their Twitter profile.

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Twitter Glossary
• Handle: A user's "Twitter handle" is the username they have
selected and the accompanying URL
– Ex: @clevelanddotcom @NEO_MediaGroup @EliseYahner

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Twitter Glossary
• Direct Message: Also called a DM and most recently called
simply a "message," these Tweets are private between the
sender and recipient

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Twitter Glossary
• Discover Tab: where you'd find top Tweets, Who to
Follow, Activity, Find Friends, and Browse Categories

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Twitter Glossary
• Favorite: To favorite a Tweet means to mark it as one of your
favorites by clicking the yellow star next to the message

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Twitter Glossary
• Follow: To follow someone on Twitter is to subscribe to their
Tweets or updates on the site

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Twitter Glossary
• Hashtag: The # symbol is used to mark keywords or topics in a
Tweet—no spaces or punctuation in the keywords

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Twitter Glossary
• Connect tab: lets you view interactions, mentions, recent follows
and Retweets.

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Twitter Glossary
• Lists: Curated groups of other Twitter users. Used to tie specific
individuals into a group on your Twitter account

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Twitter Glossary
• Mention: Mentioning another user in your Tweet by including the
@ sign followed directly by their username is called a "mention".

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Twitter Glossary
• Promoted Tweets: Tweets that selected businesses have paid
to promote at the top of search results on Twitter.

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Twitter Glossary
• Retweet: A Tweet by another user, forwarded to you by
someone you follow. Often used to spread news or share
valuable findings on Twitter.

48. Vine is a mobile service owned by Twitter that
lets you create and share 6-second looping
videos. Videos you post to Vine will appear on
your Vine profile and the timelines of your Vine
followers. Posts can also be shared to Twitter or
Facebook.
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49. How to Tweet
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50. How to get followers
• Participate!
– Follow
– Favorite
– Retweet
– Mention
• Be strategic
– Participate in community discussions
relevant to your business and follow other
thought-leaders
– Curate content until you can create your
own 50

51. How to find people/brands
• Search name on Twitter
• Go to company website and check the
footer and header for a Twitter icon
• Google it
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52. Our Twitter Accounts
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53. Contact us for more
social media advice!
marketing@cleveland.com
216-999-5000
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