Download the PDF: https://www.demandmetric.com/content/understanding-twitter-business If you haven’t heard about Twitter by now, you’re probably living under a rock. But just because you know about Twitter doesn’t necessarily mean you know how to use it, or even have an account. Started as a personal micro-blogging site, the social network has become a powerful business tool for brand promotion and customer interaction. Twitter provides an opportunity to connect with people on the go and link your content and brand to what is happening right now. In real time, your business can put out a message, follow what people are saying about you, get a topic trending and even create a new trend altogether. Twitter is a free service that provides honest market feedback from your customers and delivers it right to your computer or mobile device, and this is what makes Twitter so valuable. Because 42% of Twitter users follow brands or companies, it's important that your business is visible online and posting content regularly – a process known as “tweeting.” Tweeting a few times each day reminds your followers that you still exist. This How-To Guide outlines the key features of Twitter, explains its effectiveness as a marketing tool and provides an action plan on how to create a unique and effective Twitter presence to help grow and strengthen your corporate brand.

1. UNDERSTANDING
TWITTER FOR
BUSINESS
HOW-TO GUIDE

2. 2 Understanding Twitter for Business How-to Guide
If you haven’t heard about Twitter by now, you’re probably living under a rock. But just because you
know about Twitter doesn’t necessarily mean you know how to use it, or even have an account.
Started as a personal micro-blogging site, the social network has become a powerful business
tool for brand promotion and customer interaction.
Twitter provides an opportunity to connect with people on the go and link your content and
brand to what is happening right now. In real time, your business can put out a message, follow
what people are saying about you, get a topic trending and even create a new trend altogether.
Twitter is a free service that provides honest market feedback from your customers and delivers
it right to your computer or mobile device, and this is what makes Twitter so valuable. Because
42% of Twitter users follow brands or companies, it's important that your business is visible online
and posting content regularly – a process known as “tweeting.” Tweeting a few times each day
reminds your followers that you still exist.
This How-To Guide outlines the key features of Twitter, explains its effectiveness as a marketing
tool and provides an action plan on how to create a unique and effective Twitter presence to help
grow and strengthen your corporate brand.
HOW-TO GUIDE
Understanding Twitter
for Business
Download the Demand Metric Twitter for Business Checklist.

3. 3 Understanding Twitter for Business How-to Guide
Twitter is a social networking website that can be accessed via your computer or mobile device.
Recently, Twitter released the “fast follow” function, which allows people to follow Twitter users
without having to set up their own Twitter account. This feature dramatically increases the poten-
tial reach of your messaging. Other key features include
1. Instant notifications: When they access the Twitter website users can determine
which Tweets to receive notification of and which ones to display. This means that
those following your business are notified in real time via text message when your
company sends out a tweet. This is very valuable and useful if your business deals in
crisis communications and tweets are time sensitive. For example, many city police
forces use Twitter, in addition to other communication devices, to notify the public
about a missing child or a wanted criminal.
2. Mobility: One of the best features about Twitter is mobile access. Most smart phones
now come with a Twitter application already built into the hardware of the phone–
and if they don’t, it’s a simple download. The ability to send and follow tweets from
anywhere makes Twitter accessible and beneficial as a business communications
channel. You can easily send your tweet from your phone, your laptop, and even
your tablet.
3. Audience targeting: You can promote your tweets so that users see them even if
they are not following your brand. Your Twitter feed becomes a good way to reach
new and potential customers, as well as inform people about your business. When
you promote your tweets, you choose a target audience, a capability that will help
you reach the greatest number of people who identify with your brand.
4. Trends and hashtags: You’ve probably heard someone say something about a topic
trending on Twitter or seen a word written with the number sign (#) in front of it, but
what does it mean? That is a hashtag, a device a user employs when tweeting that
makes the tweet searchable. For example, after the Republican National Convention
in 2012, the hashtag “#invisibleObama” gained worldwide attention following Clint
Eastwood’s opening speech. Because so many people followed suit and tweeted
about the topic using the same hashtag, it became the number-one trending topic
on Twitter that night.
HOW-TO GUIDE
Key Features
Understanding Twitter
for Business

4. 4 Understanding Twitter for Business How-to Guide
Each tweet is limited to 144 characters, requiring you to keep your messages concise. The content
of your tweets doesn’t have to be groundbreaking or all business. In fact, Twitter is an ideal outlet
for light and fun topics as well. What’s important is to have fresh, original content that highlights your
business and directs followers to your company’s web page when you want to say more.
You should make Twitter an integral part of your company’s marketing plan. Of course you want to
drive traffic back to your website, but you should think beyond that. Twitter users have a voracious
appetite for new ideas, opportunities, information, services, and products. Twitter is a perfect plat-
form to serve up this type of content, growing your brand reputation in the process.
Some best practices for using Twitter include:
HOW-TO GUIDE
Listen. Regularly monitor the comments about your company, brand, and products. This is a great
way to find out where your business is strong and where you need improvement.
Share. Share photos and behind-the-scenes info about your business. Even better, give a glimpse
of developing projects and events. Showing a bit of the background of your company makes users
feel that they are in the know and part of your corporate family.
Ask. Ask questions of your followers to gain valuable insights and show that you are listening. If
you are working on developing a new product or service, ask your followers for input. This is a
great way to determine what your customers are looking for.
Respond. Respond to compliments and feedback in real time. If a user praises your business, say
thank you. In the same way, if some one complains about an issue, tell them thanks for the feed-
back and that you’ll look into the matter.
Reward. Tweet updates about special offers, discounts and time-sensitive deals. Rewarding your
followers provides a lucrative incentive to gain new followers.
A Marketing Tool
Demonstrate your expertise. Reference articles and links about the bigger picture as it relates
to your business. Don’t forget to include positive reviews of your business and references to your
subject matter.
Give kudos. Retweet and reply publicly to great tweets posted by your followers and customers.
Making your followers feel acknowledged and appreciated is an important part of using Twitter
effectively.
Understanding Twitter
for Business

5. 5 Understanding Twitter for Business How-to Guide
Twitter is an effective marketing tool for your business. Each year, more and more people access
content through it. Maintaining a presence on Twitter that your customers can access quickly and
on-the-go allows a deeper level of engagement with them.
HOW-TO GUIDE
Bottom Line
Remember that Twitter is an online conversation. If you treat each message the same way you
would a stranger on the street speaking to you, you will have success with Twitter and create a valu-
able marketing channel for your business.
Be genuine. Twitter users tend to prefer a direct, genuine, and, of course, a likable tone from your
business, but think about your voice as you Tweet. Be aware of your tone and make sure you are
perceived as friendly and approachable.
Understanding Twitter
for Business

6. 6 Understanding Twitter for Business How-to Guide
1
2
3
4
Document
your Goals &
Objectives
Determine Who
Will Do the
Tweeting:
Get your Business
Active on Twitter
Start Following
Document your goals and objectives. Before
creating your Twitter account, determine what
business goals you want to accomplish with
Twitter. Simply having the account won’t grow
your business, so you’ll have to figure out what
you want out of the relationship.
Twitter provides an excellent opportunity to
reach your customers and grow awareness of
your business, so these outcomes may top your
company’s list of goals. Other reasons for using
Twitter include: hiring new employees, getting
feedback on new products and/or services, and
improving customer communications.
Action Plan
STEP 1 - Document your Goals & Objectives
Goals and Objectives to
Guide Your Twitter Account
Use Demand Metric’s Social Media
Strategy Workbook to document
your objectives and be specific
about what you want to accomplish
through this social media channel.
V I E W R E S O U R C E
Social Media Workbook

7. 7 Understanding Twitter for Business How-to Guide
1
2
3
4
Document
your Goals &
Objectives
Determine
Who Will Do
the Tweeting
If you own a small business, you might want
to do the tweeting yourself. But as your
company grows, this is not always possible.
It’s important to identify someone in your
business that will have access to the account
and will create the content. Having a strong
social media policy in place will help outline
the roles and responsibilities of your trusted
tweeters, as well as establish guidelines and
approvals for messages.
The ideal tweeter is knowledgeable about
your business and understands the issues.
Remember that the person responsible for
your Twitter account is ultimately providing
the customer-service experience for your
followers, so make sure it’s a positive one.
Action Plan
STEP 2 - Determine Who Will Do the Tweeting
Get your Business
Active on Twitter
Start Following
Set A Social Media Policy
for Your Tweeters to Follow
V I E W R E S O U R C E
Social Media Policy and Guidelines

8. 8 Understanding Twitter for Business How-to Guide
1
2
3
4
Get your
Business
Active on
Twitter
Action Plan
STEP 3 - Get your Business Active on Twitter
Document
your Goals &
Objectives
Determine Who
Will Do The
Tweeting:
Start Following
Build Success with the
Twitter for Business
Checklist
Use Demand Metric’s Twitter
for Business Checklist to set
up an account and to ensure
the success of your Twitter
marketing program.
V I E W R E S O U R C E
Twitter for Business Checklist

9. 9 Understanding Twitter for Business How-to Guide
1
2
3
4 Start
Following
Twitter isn’t just about putting your messaging
out there; it’s also about listening. So if you
want your business to join the conversation, it’s
important to follow the right people. Spend time
on your personal Twitter account instead of
on your favorite TV show. Instead, follow your
competition and businesses similar to your own.
This is a great way to see what others are doing
and stay current on your competitors.
Remember that anyone can see whom you are
following, which in turn can affect your cred-
ibility. You can search subjects in Twitter to
determine who is actively posting about your
business’s subject, and follow individuals or
other companies that relate to your field of work.
Actively monitor your list of followers too; delete
and block anyone spamming your account.
Action Plan
STEP 4 - Start Following
V I E W R E S O U R C E
Document
your Goals &
Objectives
Determine Who
Will Do the
Tweeting:
Get your Business
Active on Twitter
Don't Forget to Listen and
Follow Too
Social Media Monitoring How-To Guide

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