Twitter has become an essential communication tool for breaking news, public debate, political protest, popular culture, and business. It’s an easy to use tool for engagement, research, customer service, and promotion. What can Twitter do for your brand or company? Join social media and branding expert Amy Vernon for inspiration and education on how to make Twitter – and their recently launched brand pages – a focal point of your social media strategy.

1. Establishing a Strong Brand
Presence on Twitter
Amy Vernon
@AmyVernon
http://amyvernon.net

2. Twitter 101
 Provide value in your tweets
 The 80/20 rule – 80% of the time providing
value, rather than simply promoting
 That other 20%? Better be done well
 Talk to your followers.
 Customer service
 Be an authority on your subject

3. Engagement

4. Content
 Customer service:
 Respond to people complaining openly
 Take to DM once you’re asking them for personal
info, not from the start
 Links:
 From all sources, even competitors if it provides
valuable information
 Be considered the go-to source for your subject area.
 Retweet others – followers or not, who provide
appropriate content

5. Talk to your fans

6. Following
 Follow fewer accounts than follow you.
 If followed by both of these accounts, which looks
more interesting to you, before clicking through?

7. Follow strategically

8. Following
 Choose people/accounts who are appropriate to
follow.
 If your focus is food, don’t focus on sports accounts
 Don’t follow back everyone who follows you.
 Don’t buy followers.
 DON’T BUY FOLLOWERS.

9. Don’t Buy Followers

10. Twitter page basics
 Profiles
 Pepsico
 UPS
 Brand pages
 Dell
 Intel
 JetBlue
 Hashtag pages
 #NASCAR

11. Profiles
 “Classic” Twitter profiles
 Like individuals
 Non-advertisers (for now)
 Fewer bells and whistles
 Still customizable

12. PepsiCo

13. UPS

14. Profile basics
 Background is not interactive
 Links cannot be clicked on – make sure they are
simple to type in
 Include handles of those who tweet on account or
say who they are in the bio.
 Logo or simple image is best for avatar

15. Brand pages
 More customization than profiles
 Must advertise with Twitter (for now)
 More visually appealing than standard profiles
 Not tremendously different than standard profiles.

16. Dell

17. E! Online

18. Intel

19. Brand page basics
 Header image beneath profile box allows brand to
choose the images, slogan, hashtag, etc.
 Size: 835x90
 No restrictions on content (as opposed to FB)
 Evokes more of a Facebook feel
 Promoted tweets are “pinned” at the top of the flow
(Dell & Intel)
 Consistency between desktop and mobile

20. Hashtag pages
 Brand new (#NASCAR is the first one)
 For events, not specifically for brands
 Little to no editorial control over content
 Certain accounts can be included even if not tweeting
the hashtag
 Post apparently can be “pinned” for any new visitor,
but drops down as new tweets come in.
 Still evolving

21. #NASCAR

22. Hashtag page basics
 Logo of brand behind the hashtag
 Custom background
 Information on event or upcoming events
 Image bar pulls pics from those tweeted into the
hashtag
 Allows users to tweet directly into hashtag
 Shows who’s engaged in the hashtag

23. Twitter advertising
 Promoted accounts – Twitter highlights your
account as one to follow. Geographic targeting.
 Promoted Tweets – Your Tweet shows up in
people’s Twitter streams and at the top of search
results. Target geographically or accounts like your
followers.
 Promoted Trends – Your hashtag shows up in the
“Trending” list

24. Twitter advertising

25. Questions?

26. Contact me
 http://amyvernon.net
 Twitter: @amyvernon
 Facebook: /amyvernon
 LinkedIn: /in/amyvernon