This document provides guidance on using Twitter for strategic communication. It discusses levels of engagement from one-way broadcasting to two-way long-term relationships. It recommends monitoring conversations, setting up searches and lists to listen for relevant topics, locations, events and hashtags. It also provides tips for growing a Twitter network, engaging with your network, and developing an appropriate Twitter handle and brand personality.

1. TWITTER
Strategic use of
(or any other social media platform)

2. Responding
Building
Community
Listening/
Monitoring
Broadcasting
Levels
of
Engagement
1-way
1-way
2-way short-term
2-way long-term

3. Responding
Building
Community
Listening/
Monitoring
Broadcasting
GROUNDSWELL
OBJECTIVES
1-way
1-way
2-way short-term
2-way long-term
LISTENING
Talking
Supporting?
ENERGIZING?
EMBRACING

4. Monitoring
Reputation Management • Market Research
Listening
&
Tools: TwitterSearch • Trending Topics • Hashtags.org

5. Reputation
Management

6. Reputation
Management

7. – Joel Rubinson, Chief Research Officer of The Ad. Research Foundation
We can now tap into a constant stream
of incredible insights by observing
consumers’ daily vocabulary of words,
pictures and videos that they use to
express themselves.
“ “
Research:
Market
A Global Focus Group

8. Listening to
Conversations
Who & what to listen for? How to do so?

9. Set up a search in Tweetdeck
or Hootsuite:
Listen for:
• issue/topic keywords
• location
• events/programs
• relevant hashtags

10. How to Develop your Twitter
Network

11. Growing your Twitter network
Use Twitter’s search engine to find their Twitter handle
Follow them on Twitter
Expand the list of people you follow by:
+
+
Checking their following/follower lists
Checking out Twitter lists
Checking out #followfriday & #hashtags +
Checking RTs to find out who sent the original tweet +
Identify people in your field, people you admire

12. 1. Filter your incoming tweets:
Use TweetDeck or Hootsuite to
divide followees into groups
2. Test drive your subscriptions
Then re-evaluate
3. Repeat steps to add new voices to your Twitterstream
Group 1 Group 2 Group 3
Keep Tweaking IT

13. TweetDeck

14. Developing a network is just the First step
Step 2: Engage & maintain, or else:
Remember

15. 15minutes a day
Relationships take time to grow & maintain
• Listen to the conversation
• Respond to people
• Check the resources shared by your network
• Share other people’s tweets/links
• Share your own thoughts or content

16. Getting started:
The Handle
• Should reflect brand/corporate personality
• Fill out bio & choose avatar - personal touch
• Register to protect against Twittersquatting

17. BRANDCO
BRANDCO
Unidentified Individual(s)
- agreed upon tone of voice
- different tone of voice
Identified Individual(s)
- personal profile
- corporate handle with signed tweets
Fictional Character
i.e. Henry VIII
Product
i.e. NASA Rover
Tweet
Who should
?

18. It’s all about
Personality
People are talking about
how the lander has its
own personality because
we talk about everything
in the first person.
- Rhea Borja, Media Relations Officer,
NASA Jet Propulsion Laboratory
“
“