The document provides tips for creating an editorial calendar and planning tweets. It recommends scheduling tweets at least 3 times per day using tools that allow queueing tweets. The best times to tweet are mid-afternoon on weekdays when most of the target audience is active. Content should aim to be authentic, generous, and useful by sharing things like photos, links, posts reflecting the brand, and curated content. Sources for content include social networks, staff/customers, blogs, offline materials, and current events.

1. Planning what and
when to tweet
Creating an editorial schedule

2. Twitter can be a great time waster but
with some planning and preparation
you can make sure you are using your
time effectively.

3. When to
tweet
The busiest time for Twitter is
mid afternoon during the
week. This may not be true of
your community though, so
you need to find out when
most of your target audience is
active.

4. Scheduling your tweets
Use sites like tweriod.com and tweetwhen.com to
determine the best time to tweet to your followers.
Make allowances for an international audience if needed.
Tweet at least 3 times a day and use software with the
ability to queue or schedule tweets like Twuffer,
Futuretweets, Hootsuite or Sproutsocial to organise and
spread your tweets.
Schedule promotional messages and regular content but
allow time for live interaction and to deal with tweeters’
responses tour your scheduled messages.

5. But what should you be tweeting?

6. Aim to be ...
1. Authentic
2. Generous
3. Useful

7. AUTHENTIC GENEROUS USEFUL
Be true to yourself or brand.
It is hard to engage with
people or come up with
content if you are not
genuinely interested in your
topic or your community.
It is very difficult to keep up
the act and follow through if
your Twitter persona is a
complete pretence.
Support tweeters in your
community with mentions,
retweets and comments.
Thank new followers and
retweeters.
Join in with fellow tweeters’
campaigns and marketing
efforts.
Reward fellow tweeters by
recommending them with a #ff.
Answer questions from
tweeters.
Curate an online newsletter of
relevant news and content for
your sector with Paper.li or
Scoop.it to share regularly.
Create useful Twitter lists and
hashtags.
Share links to blog posts,
tutorials, reviews and tips .

8. Get the
balance rightPromotional
message or
advert
News, tips,
useful links and
images
Retweets and replies
You get back what you put in.
If all you do is promote
yourself, no one will follow
you or want to spread your
message.
3 replies, to 2 useful links, to 1
advert is a good balance

9. Photos
of informal staff activities, successes, charity events, workplace traditions
of staff involvement in formal business activities like conferences and trade
shows
Links
to related to sector specific news and content
to suppliers’ and partners’ websites and campaigns
Posts
that reflect your brands geographical location, age, personality or support
and reinforce its ethos or mission statement
that mention and address the needs and interest of your community
that are written in a tone and mode of address appropriate to your
community members, workforce, customers and suppliers
Ideas for authentic content

10. Don’t be afraid to show your brand’s personality. If your
brand is cool and trendy, tweet cool and trendy but maintain
a more formal style if your business is more serious.

11. Ideas for generous content
Retweets and positivity for your brand advocates
Engagement in relevant campaigns and charitable activity
Personalised thanks to new followers and retweeters
Reciprocity
Special offers, giveaways and early warnings of new stock,
competitions etc.
Mentions and recommendations for fellow tweeters.

12. Adding your voice to a charitable
campaign or social action makes Twitter
worthwhile
If you reward your followers with special offers,
discounts and news of sales they will thank you
and become your brand advocates.

13. Ideas for useful content
Sector specific news
Links to interesting blog posts for your sector
Attractive and timely infographics for your subject
Curated or aggregated content like Paper.li daily newsletters or
Scoop.it pages
Regular hosted hashtag discussions
Customer service
Demonstrations, tips and tutorials
A regular, daily dose of entertaining, interesting or fascinating
content so that people will wait for the latest

14. Demonstrations and tutorials
are so much more shareable
than traditional adverts as well
as providing the opportunity to
upsell and enhance your
customer’s experience and
enjoyment of the product.
They also help establish you as
an expert in your field.

15. A regular tweeting routine,
tweeting on a specific subject
at an expected time is a very
effective way of creating a
loyal following. Create your
own Twitter traditions, eg.
Tutorial Tuesday, the Monday
Brainteaser, Wednesday’s
Offer of the Week, Funny
Friday etc.

16. Twitter is an extremely
powerful addition to
your customer service
tool box but be
prepared to respond
promptly and
remember your service
is under scrutiny.

17. Sources for content : Online
Social networks
Instagram tags, Youtube channels, Google+, Pinterest boards. Identify useful
sources and keep going back for more.
Your staff and customers
Use collaborative Pinterest boards, Facebook groups, company internet and
hashtags to collate content provided by your own staff and customers. Provide
incentives like competitions and offers.
Blogs and news sites
Use an RSS reader like Feedly to keep you informed of new articles from your
favourite sites.

18. Finding enough content to
satisfy your Twitter followers
might seem difficult but there
are ways to simplify the
process

19. If you use services like
Feedly, Scoop.it, Reddit
and Stumbleupon, you can
get a steady stream of
interesting and shareable
content delivered straight
to your phone or tablet,
making it easy to find the
best of the latest content
to share on Twitter.

20. Out and about : Take a smart phone with you to industry events,
trade shows, conferences, business meetings to let you capture
and share comments, photos and short videos.
Your company media : catalogues, images, adverts, instruction
leaflets, whitepapers, research, big data
Traditional media : TV, newspapers, magazines, manuals, books
Interviews : with staff, subject experts in your field, customers
Sources for content : Offline

21. If all you do is retweet and post links your posts will look like everyone
else’s. To keep your Twitter feed lively and vibrant you need to tweet
original content and that means looking offline.
Get out and about talking to customers, clients and experts in your sector.
Use a smartphone camera to record life around you and share it with your
online community.
Look at traditional
media like books and
newspapers for
inspiration.

22. Check your calendar
and let events, holidays
and anniversaries
inspire your tweets.
Twitter is live and of the
moment. Tweet what is
relevant now.
Schedule in some
seasonal tweets.

23. Check out our Pinterest board of
Great Content Ideas
for more ideas of what to tweet
and suggested templates and
schedules.
http://social-i-learn.net