1) The document provides an overview of Twitter and how to use it for business purposes, particularly for those in the construction industry. 2) It discusses what Twitter is, how businesses can use it to increase brand awareness, drive traffic, and improve customer service. 3) The document then gives instructions on how to set up an account, engage with others through tweets, retweets, and direct messages, and provides best practices and etiquette for using Twitter.

1. Twitter 101
for the Construction Industry

2. Presenters:
Patty Swisher, Ron Kubitz,
Director of Marketing & PR Recruiting Manager
IKM Incorporated Architects Brayman Construction
@pmswish @ikminc @ronbray @braymanjobs
Special Thanks to
Karlye Rowles,
Marketing Manager of Schneider Downs
@Karlye Rowles @Schneider_Downs
@MBAofWPA

3. Agenda
1. What is Twitter
2. How to use Twitter
3. Resources
3

4. What is Twitter?
@MBAofWPA

5. What is Twitter?
 Twitter is a social networking and
microblogging service that enables users to
broadcast and read short (140
character), text-based messages called
tweets.
 These updates can be submitted by a
variety of means including text
messages, instant messaging or a third-
party application.
5

8. http://infographiclabs.com/news/twitter-2012/

9. Twitter is Everywhere
 Twitter has more than 465 million accounts
generating more than 175 million
tweets/day.
 Widely adopted by celebrities and
companies.
◦ Ashton Kutcher was first Twitter user to have
1 million followers (2009)
◦ Examples: http://socialfresh.com/top-10-twitter-
brands-2011-winners-announced/
9

10. B2B marketers can use Twitter
effectively in 3 key ways:
 By listening to what is being said
about the company
 By engaging with clients and the
public
 By contributing and sharing their
expertise and thought leadership.
Read more at: http://www.optify.net/guides/twitter-for-business-the-
ultimate-b2b-guide?_opt_r=TWITTER&_opt_rdid=6058

11. Twitter for Business
Goals Metrics
• Reach (followers + RT * RT’s followers)
Increase Brand Awareness • Followers
• Branded
Drive Traffic • Visits
Generate Leads • Leads
Nurture Leads • Visits and returning leads
• Twitter conversations
Improve customer service • Positive mentions
• Changes in customer satisfaction polls
• Number of Twitter conversations
• Number of DM
Use as help channel • Number of mentions of your help #
• Change in visits to help section on your
website
Read more at: http://www.optify.net/guides/twitter-for-business-the-ultimate-b2b-guide?_opt_r=TWITTER&_opt_rdid=6058

12. Twitter is a Communication
Tool
 Your personal brand
 Projects, products and updates
 Ask questions, seek advice
 Provide resources to your followers
 Breaking news
 Trends
12

13. Should You Be on Twitter?
 Opportunity to share insightful ideas
with like-minded professionals
 Creating a “space” for your knowledge
 Ability to research ideas and topics
that are relevant to you
 Breaking news
 Relationship management
13

14. How to Use Twitter?
@MBAofWPA

15. Setting up Twitter Account
Go to www.twitter.com.
Select a username.
15

16. Setting up Twitter Account
• Upload a photo
of yourself.
• Add location
• Include a short
profile – 160
characters.

17. Start Tweeting
From twitter.com

18. Get Started
 Find people to follow.
◦ Who to follow – Twitter suggestions
◦ Search Twitter for people you know
◦ Search Twitter to find people with similar interests
◦ Tool: http://wefollow.com/
 Listen to conversations
18

19. We Follow
http://wefollow.com/twitter
/

20. What should I tweet?
 RTs things you find of interest
 Articles from Trade Journals
 Ask questions
 Current events/news items
 Links to blog posts
 Photos

21. Tweets and Messages
◦ @Replies and Mentions
◦ RT (retweet)
 Reposting of someone else’s Tweets
 Without comment
 With comment
 Copy the content of the tweet you’d like to share. Add RT to show it’s a retweet
and the Tweet’s original author’s name. Add your comments.
21

22. Tweets and Messages
 Send a private message to a follower
◦ DM (Direct Message)
◦ Limited to 140 characters
◦ Something you don’t want to share or spread.
◦ Send to followers.
◦ Can’t send to people who do not follow you.

23. Interactions Tab
◦ See what’s happening on Twitter in relation to you.
 Favorited tweets
 Latest retweets
 @replies and mentions

24. Activity Tab
◦ Discover Page
◦ Stats on the people you follow
 Favorites, retweets and follows

25. Hashtag
 The # symbol, called a hashtag, is used to mark
keywords or topics in a Tweet.
 It was created organically by Twitter users as a way to
categorize messages.
 Create a hashtag by prefixing a word with the hash
symbol: #mbaofwpa or #AIA or #SMPS
 Click on a hash-tagged word in any message show you
all other tweets in that category

26. Search
26

27. Advanced Search
https://twitter.com/#!/search-advanced
Article:
Mashable Social
Media: HOW TO: Use
Twitters Advanced
Search Features
27

28. URL Shortener
 Minimizes URL so you have more characters to express
yourself.
◦ Twitter will shorten for you
 T.co naming convention
◦ External Service
 Bit.ly
 http://tinyurl.com/

29. Twitter Rules of Thumb
1. Don’t spam.
2. Update consistently.
3. Find the latest buzz and contribute or create the latest buzz.
4. Set up searches.
◦ Search for yourself so you can reply to people who @ you.
◦ Search for your interests – Surfing, Pittsburgh, Sports
5. Take it slow.
◦ Don’t worry if you have 2 followers and follow 100 people.
◦ You will gain followers as you get involved in the conversation and post
interesting content.
6. You cannot edit a tweet after you post it. You can only delete
it.
7. Some things are better left unsaid.
◦ Use discretion.
◦ Tweets are archived digitally by the Library of Congress
29

30. Twitter Etiquette
 Be Authentic
 Followers
◦ Don’t be obliged to follow everyone
 Share
◦ RT with comments or without
 Reciprocate
◦ Say Thank You for RTs and mentions
 Take it Offline

31. Twitter Resources
@MBAofWPA

32. Twitter Resources
 10 Easy Steps for Twitter Beginners
◦ http://www.twitip.com/10-easy-steps-for-twitter-beginners/
 Twitter Help Center
◦ https://support.twitter.com/
32

33. Use 3rd Party App to Manage
http://hootsuite.com/dashboard#/tabs?id=113683
1

34. Buffer App

35. Buffer App

36. TweetChat

37. http://www.mbawpa.org/socialmediaresources.asp
@MBAofWPA

38. Fail Whale
38

39. Thank You!
@MBAofWPA