This document provides an overview of how to use Twitter effectively for magazines. It begins with a brief history of Twitter, noting it launched in 2006 and now has over 175 million users. The main points then cover how magazines can use Twitter to engage audiences, share content, and build conversations. Basics of Twitter like keeping tweets short, retweeting, and using hashtags are explained. The document concludes that the goal is brand awareness and relationships, not numbers, and that magazines should have fun with Twitter.

1. Reader’s Digest Twitter Workshop
Kat Tancock
February 25, 2011

2. “Twitter is the best way
to discover what’s new
in your world.”
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3. A brief history
• Started in March 2006 and launched
that July
• Reached 1 million users in early 2008
• @besthealthmag joined in May 2008
• As of February 2011, Twitter has 175
million registered users who write 95
million tweets a day
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4. So what’s the point?
Twitter’s not (just) about
what you had for lunch.
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5. Magazines are using
Twitter to...
• Engage
• Converse
• Share
• Respond
• Ask questions
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6. Twitter basics
• Keep it short (140 characters or less)
• Converse, don’t broadcast
• Give credit where it’s due
• Be interesting, informative, relevant
and consistent
• Be conscious of the culture
• Be part of the community
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7. Twitter don’ts
• Don’t be a spammer
• Don’t be a broadcaster *
• Don’t treat all social media the same
• Don’t ignore conversations
• Don’t disappear
* Unless it’s the strategy
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8. Twitter 101: Retweets
• Used to share information from another user
• Format: RT @besthealthmag Tip of the day:
Eat more kale!
• Okay to edit for length
• But – if you want to be retweeted, keep the
character count low
• Considered good etiquette to retweet
others, and flattering to be retweeted
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9. Twitter 101: @replies
• Usernames are preceded by an @ sign as a
convention to signify a reply (this convention
exists outside Twitter as well)
• Your followers will only see your @replies to
people they also follow (if you want others to
see, convention is to precede reply with a
period)
• @username is also used to reference other
users in a tweet
• Both @replies and retweets can easily be
tracked
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10. Twitter 101: @replies
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11. Twitter 101: short links
• Shortened links (like bit.ly) used to reduce
character count and for tracking
• Some sites have their own version (e.g.,
nyti.ms, tgam.ca) for branding and visibility
• Some Twitter tools and some sites will
automatically shorten links
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12. Twitter 101: hashtags
• “Hashtags” (#keyword) are used to track
conversations within Twitter and elsewhere
• Can be serious (#eqnz), thematic
(#journchat) or comical
(#lessambitiousmovies)
• Useful for filtering conversations, searching
for specific topics or participating in memes
• Used to track trending topics (although
keywords are used too)
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13. Twitter 101: hashtags
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14. Twitter 101: Follow
• #followfriday or #ff used (on Fridays!) to
recommend people to your followers
• Can be overused/spammy but can be done
well
• Good example of a convention that’s part of
Twitter culture
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15. Twitter 101: lists
• A tool to organize people you follow into
groups
• Being included in lists is a good sign of
being seen as relevant
• Can be used to sort must-reads from nice-
to-reads and never-reads
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16. So where’s the ROI?
• Don’t count on counting success
• Some useful metrics: Followers, clicks, RTs,
listed, @replies
• Manage expectations: aim for brand
awareness and relationship building, not
numbers and dollars
• Twitter is a tool, not a strategy
• Keep your perspective
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17. Above all: Have fun!
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18. Further reading
• twitter.com/about
• @twittermedia
• media.twitter.com
• www.chrisbrogan.com/a-brief-and-informal-
twitter-etiquette-guide/
• magazinesonline.wordpress.com/
2009/02/25/how-magazines-should-use-
twitter/
• www.emmamwoolley.com/2010/09/blog-
post/
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