Presentation on Twitter for Business, December 2013, at event for the Birmingham Business Journal

1. Twitter for Business
Sheree Martin, J.D., LL.M., Ph.D.

2. My Background:
Business-Focused Strategic Communicator
● Former business
lawyer
○ Rosen Harwood, P.A.
● Ph.D.
○ Now Asst. Prof. at
Samford
● Entrepreneurial mindset
● New ideas, "Third Way"

3. Resources For You
Slides Available on SlideShare
Twitter Resources Page Here:
http://shereemartin.com/Twitter

4. What I’ll Cover
Big Picture Social Business Philosophy
Twitter Tactics
● Examples
Twitter Tools

6. My Internet History: Early Social
Image Sources : http://stopmebeforeiblogagain.com/a-brief-history-of-social-
networks/
http://www.stockmarketlogos.com/telecom-services/earthlink-logo-stock-symbol/

7. 2003

8. Confused About Social? Start Here
"Markets are Conversations"
95
Theses
Cluetrain.com

9. Foundation
Paid Media
Owned Media
Earned Media

10. Content Marketing/Inbound
Marketing/Brand Journalism
● Create informative, useful, entertaining free content to
help current and prospective customers.
● Answer questions about products, services or industry.
● Build awareness and trust.
● Shows how the product/service solves a problem.
● Tell stories.
● Publish on website.
● Share through social channels.

11. http://contentmarketinginstitute.com/2012/02/history-content-marketing-storytelling/
Content marketing
has a long history.
Joe Pulizzi, founder the Content Marketing Institute,
starts with The Furrow magazine, created and
published by John Deere to educate farmers about
new farming technology and the business side of
farming.

12. Website

13. My Philosophy of Twitter
Conversation, not a
broadcast stream
Build
Relationships
● Engagement

14. Relationships
are like your garden.

15. Audience

16. Alignment
Business Objectives
● Develop Social Objectives to Support
Business Objectives
Social Strategy To Align
Tactics
● When, What, Frequency

17. Twitter Profile & Bio - Biz

18. Twitter Profile & Bio - Person

19. Pro Tip: Special Landing Page

20. @HiltonSuggests
Be Helpful
Without Being
Self-Promotional

21. Tell your
story.

22. Tell Your Story: Example

23. Share Useful Information
Create Your Own & Link Back to Posts or Pages
on YOUR site

24. Curate Content
Find useful, relevant information created by
others and share with your audience.

25. @Replies

26. .@Reply or .@Mention

27. @Name people
Example Props to Gary Vaynerchuk & VaynerMedia

28. Use Trending Hashtags

29. Newsjacking
Example Props to Gary Vaynerchuk &
VaynerMedia

30. Ride the Memes
Example Props to Gary Vaynerchuk & VaynerMedia
But be c areful.
Know Your Audience.
Don’t Be Too Cute.

31. Host A Twitter Chat

32. Embed, But Don’t RT Praise
If someone compliments your business on
Twitter, capture the tweet and embed on your
website as a testimonial.

33. How to Get the Embed Code
Click “More” on Tweet

34. I don’t
connect
accounts.
Cross
posting
good.
But don’t
blast.

35. Monitor
Listen
Respond

36. 5 Predictions for 2014
http://tech.fortune.cnn.
com/2013/12/10/social-media-2014/
81% of Twitter
Users Expect
Same Day
Response to
Questions &
Complaints

37. Track K
P
I

39. Tools
TweetReach
Tweriod
Twitonomy
Hashtagify.me
TweetBinder

40. Link Shorteners Help
Bit.ly
Google Analytics
● Set up campaigns and have unique links for
tweets

41. Social Media Policy
Organizations should have a policy.
● But banning social is not a good policy for
the 21st century.
Who owns the Twitter account?

42. DMs
Direct Messages
Don’t click links in DMs if you are unsure.
● Hacking.
● I don’t take a chance.

43. Mary Meeker -- KPCB

44. Learn More
Social Media Examiner: http:
//socialmediaexaminer.com
Social Media Marketing Podcast
My Resource Page: http://shereemartin.
com/Twitter

45. Patience

46. Connect
http://linkedin.com/in/shereem
@RealSheree on Twitter