Using Twitter for Organisational Goals
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This document provides guidance on using Twitter for organizational goals. It discusses social media usage statistics in the UK, basic Twitter functionality and etiquette, strategies for producing and choosing content, measuring influence and engagement, integration tools, troubleshooting, and crisis management. Examples are given of effective Twitter campaigns for missing children and IBM events that led to increased awareness, followers, retweets, website traffic, and press coverage.
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Using Twitter for Organisational Goals
- 2. Using Twitter for Organisational Goals
- 4. Social Media Usage UK • More than half of pensioners now on Facebook • 37.4m adults use Facebook regularly • 32.1m adults use YouTube regularly • 15.5m adults on Twitter • 7.9m adults on LinkedIn • 6.7m adults on Flickr http://www.umpf.co.uk/blog/social-media/social-media-usage-in-the-uk-the-findings/
- 5. Overview • Basic Functionality • Etiquette & growing an audience • Producing & choosing content • Measuring influence & engagement • Integration tools • Troubleshooting & Crisis Management
- 17. To RT or not to RT (Style over substance)
- 20. When to reply?
- 22. When to RT?
- 24. Should you always RT mentions?
- 25. What to say?
- 28. Grow your audience (the importance of content)
- 30. Lead the conversation • Keep an eye on trending topics and if they are relevant to you, get involved • Use a popular # strategically to get more clicks on links • Mention @ prominent figures within your industry • Don’t be a broadcaster, be a conversationalist
- 35. Who does twitter well? (outside the campaign)
- 37. Who does twitter well? (on the campaign trail)
- 38. • 25th May, 2011 - International Missing Children’s Day • Raise awareness and increase supporters • Tweeted a different missing child appeal every 30 mins for 24 hours • Scheduled tweets • Team of tweeters • 6 weeks of planning
- 39. • 5,500 new followers in one day • 8,000 RTs and mentions • 600% increase in website traffic • Trended in UK • Significant press coverage
- 43. IBM Lotusphere 2011 • By mid event there were over 20,000 tweets using the #ls11 hashtag • Their site’s video channel saw 34,000 views • By the end of the event more than 35,000 tweets with #ls11 had been sent and over 9.500 were RT’d • IBM calculated more than 41 million total impressions on twitter for the campaign http://mashable.com/2011/07/06/twitter-campaigns/
- 44. a good time to mention… twist
- 45. a good time to mention… & shout
- 46. Influence & Engagement (what does it all mean?)
- 49. Integration (making your life easier & more effective)
- 50. BufferApp
- 53. Hootsuite
- 55. Tweetdeck
- 56. SproutSocial
- 57. Troubleshooting (when it all goes terribly wrong…)
- 58. 3 choices! •Reply •Delete •Ignore
- 59. Social Media Guidelines • Encourage staff to engage and talk about your brand on twitter • Be clear about your company caveats • Keep your community rules simple & share them with everyone • Request that employees using their own accounts preface their comments when they relate to your brand
- 61. Useful websites • Mashable.com • TheNextWeb.com • Techcrunch.com • Technorati.com