Using Twitter for Business Engagement

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The exponential growth of social media and ubiquitous use of mobile technology has changed the way we communicate both socially and for many also professionally. This workshops looks specifically at how Twitter can be used as a communication channel to build business engagement and an introduction to some of the ways this can be measured.

Sue Beckingham | @suebecks
Sheffield Hallam University

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  • Dave Hembrough
  • Weisgerber, C. (2012) Illusions of Empowerment: Re-Interpreting the Blogger’s Social Media Dream.International Journal of InteractiveCommunication Systems and Technologies, 2(1), 36-51, January-June 2012
  • http://en.wikipedia.org/wiki/File:ErnestHemingway.jpg
  • Using Twitter for Business Engagement

    1. 1. Using Twitter for Business Engagement Research and Innovation Office Sue Beckingham | @suebecks Sheffield Hallam University
    2. 2. What is Twitter Twitter is a microblogging site that allows you to send short messages with up to 140 characters. You can interact in three ways: Send a message publicly Send a message to a specific person publicly Send a private message to a specific person
    3. 3. Number of MAUs (monthly active users) http://www.statista.com/statistics/282087/number-of-monthly-active-twitter-users/
    4. 4. http://visual.ly/twitter-and-science
    5. 5. http://www.pewresearch.org/fact-tank/2014/02/20/the-six-types-of-twitter-conversations/
    6. 6. http://www.pewresearch.org/fact-tank/2014/02/20/the-six-types-of-twitter-conversations
    7. 7. Aims for using Twitter • Establish thought leadership • Build academic reputation • Develop relationships • Promote events • Generate leads for your business • Interact with your client/customer base
    8. 8. Type of Account Company • Keep your audience up to date on news • Promote recent blogs articles, website updates or events • Offer support and guidance Personal • Act as a liaison between the public and your company • Make connections to expand your company’s network • Communicate what you and colleagues are working on
    9. 9. Visibility Approaches: • a) ensuring that search engines can easily locate your content • b) promoting that content through word-of- mouth
    10. 10. Search • Paid search displays sponsored links for certain predetermined keywords • Optimised search the practice of editing both the content and code of a website in order to improve its page ranking within search engines. • Social search relies on a user’s social network rather than traditional search algorithms to determine the relevance of search results. Weisgerber (2012:36-51)
    11. 11. Building a Network Involves: • attracting new followers on Twitter • building a community, • and most importantly, maintaining it. Two way communication
    12. 12. Strategy • Understand your audience • Create and curate content that will be of interest to them • Schedule updates so they are well spaced • Monitor comments and respond
    13. 13. Impact measurement action attitude attention
    14. 14. Paying Attention • Follows • RTs • Mentions • Clicks (on links)
    15. 15. Attitude of your audience • Is there a dialogue? • Is it positive? • Is there interest? • How will you deal with negativity?
    16. 16. Actions Leading to: • Conversations • Applications • KTP requests • Invitations to speak • Media interviews • Collaborative projects
    17. 17. What to say… • Broadcast updates and reminders • Share useful links to videos, audio • Promote events • Share expertise linking back to your website or blog • Create share-worthy experiences
    18. 18. Engage with your network • Interact with your followers and open up a dialogue • Ask questions • Reciprocity - RT others • Use DMs for personal one to one messages
    19. 19. Be… • Consistent • Relevant • Current • Personal • Patient
    20. 20. Monitoring activity • Check for replies, mentions and new followers by going to the Notifications tab • Consider receiving email updates • Use analytics software – Twitter Analytics – Shortened URL tools such as bit.ly and goog.gl
    21. 21. Orchestration • Defining workflows • Content and message creation • Scheduling content in advance • Conversation moderation • Escalated response and tracking • Making use of social data
    22. 22. https://www.mediabistro.com/alltwitter/twitter-business-tips_b31823
    23. 23. Building Followers • Be findable – select an easy to remember username • Promote your username on your business cards, email, blog or website along with any promotional materials you may use • Add follow buttons to your blog or website • Make it easy for people to connect with you
    24. 24. Finding people to follow • Who to follow tool (makes suggestions) • Twitter Search https://twitter.com/search-home • Look at the people your followers are following • Follow Industry contacts • Collect People’s Twitter name at events • Build your connections steadily
    25. 25. Twitter Jargon • Twitter handle: the username you select to represent yourself or your company • Follow • Follower • Status update • Reply • Direct message • Retweet (RT) • Mention • Modified tweet (MT) • Twitter stream • Hashtag • Trending topics • Promoted Tweets
    26. 26. Your Profile 1. Photo, Avatar or Logo 2. Bio 3. Link to your website or blog WHY would someone want to follow you? Your bio will help them make that decision
    27. 27. Creating Lists to organise who you follow into groups Examples of Lists
    28. 28. Filter By developing good connections with shared interests, collaboratively we can filter what is relevant to us
    29. 29. Use of Dashboards • Hootsuite https://hootsuite.com/ • Tweetdeck https://about.twitter.com/products/tweetdeck View your lists in columns
    30. 30. #Hashtags • Hashtag confusion - use with care #nowthatcherisdead #susanalbumparty • Uses: Events, TweetChats, emphasis #SHUevent #Sheffield #BYOD4Lchat Always check a hashtag via Twitter search to see if it is currently being used.
    31. 31. Advanced Search Via the url: https://twitter.com/search-home Via the search bar.
    32. 32. Analytics URL shorteners • Bit.ly https://bitly.com/ • Google url shortner http://goo.gl/
    33. 33. Analytics To sign up go to: https://analytics.twitter.com
    34. 34. Social Analytics • Hootsuite http://signup.hootsuite.com/twitter-analytics/
    35. 35. Social listening • Conversation histories: keywords, conversation topics, hashtags, timing of interaction • Social user profiles: demographics, interests, connections
    36. 36. Learn by good example! I like to listen. I have learned a great deal from listening carefully. Most people never listen. ~ Ernest Hemingway
    37. 37. http://first-tweets.com We all started with a first Tweet
    38. 38. Using Twitter to Build Business Engagement The exponential growth of social media and ubiquitous use of mobile technology has changed the way we communicate both socially and for many also professionally. This workshops looks specifically at how Twitter can be used as a communication channel to build business engagement and an introduction to some of the ways this can be measured. Sue Beckingham | @suebecks Sheffield Hallam University

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