500 SOCIAL MEDIA MARKETING TIPS: TWITTER

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Twitter Tips:
Tweet Your Way to the Top Twitter is used by millions of businesses and individuals as a way to monitor conversations about their brand, interact with customers, manage customer service issues, promote offers, share rich and engaging content like images and videos - all within 280 characters per tweet (originally and famously 140 characters, but doubled in 2017).

A 2013 study by analytics company KISSmetric even found that Twitter users were more likely to buy from brands they follow on the site by a margin of 64 percent, and that’s just one statistic about a site that has the power, arguably greater than any other social network, to connect with customers and to create loyal brand advocates.

In this chapter, we'll explore some of the ways to make this a reality for you. Twitter Profile Setup Strategy No stellar Twitter strategy is complete without a profile built to knock the socks off your customers, so let's get started with some indispensable setup and optimization tips.


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Top Twitter username and a tip for the "Name" box Your Twitter username is extremely important, as it will make up part of your Twitter profile URL - the address you'll put on all of your marketing material to direct people to follow you on the social network.

Try to keep your username short, simple and memorable. Most companies use their brand name as their username, so that their address reads
www.twitter.com/yourbusinessname.

Unlike most other sites, Twitter will allow you to change your username as many times as you like via its Settings menu, but it's worth remembering that if you've publicized one username for a while, unexpectedly switching to a new one would not make good business sense.

Note: Although Twitter says 'Enter your real name, so that people can recognize you', this is not best practice for businesses. Here, enter your brand or business name, as it will appear right at the top of your Twitter profile in big, bold letters.

Write an engaging Twitter Bio, use real names Your Twitter profile is likely to appear high up in web search results for your individual or business name, so it's crucial that you use its 160-character bio right (the bio text is used as the search link's description and, of course, appears on your Twitter profile itself).

Use the small space to accurately and succinctly tell people who you are, what you do, and why they should follow you; use an upbeat tone to reflect Twitter's fun and conversational nature, and if you're an individual, single "descriptor" words separated by commas, lines, or hyphens (e.g. globetrotter | entrepreneur | wine lover..." are commonly used space-savers.

If you're a company, it's a good idea to include the real name of the person handling your Twitter account so that customers feel more like they're talking to a person rather than a faceless brand.

If you have room, you might also want to throw in a URL, or @mentions to link to other accounts you are associated with, and even brand or industry-related hashtag, too - but be careful that the latter doesn't mess up the readability and balance of the bio as a whole.

Upload an effective Twitter profile image Ditch the default Twitter avatar and use a headshot photo of yourself or your brand logo – text works too, if the name is short enough.

You could even combine the two, but make sure that a face is clearly visible - Twitter's one-to-one interactions mean that people will identify much more closely with a profile that displays a person's smiling face rather than the dreaded default 'egg' image or something similarly anonymous.

Twitter recommends that your profile image be uploaded at 400 x 400 pixels. To edit your profile image, click the "Edit profile" button on your page and then "Change your profile photo."

Create a custom Twitter header image In April 2014, Twitter rolled out a new version of its desktop profiles, complete with a big 1500 x 500 pixel Facebook-esque header image - a large banner that spans the whole width of the profile, ripe for customizing with your own design.

How you choose to fill the header image is up to you, but tactics similar to Facebook - simple branding, highlighting promotions, featuring customers, spelling out your mission statement, etc., are a few of the most common strategies.

To edit your header image, click the "Edit profile" button on your page and then "Change your header image." Note: Download a Twitter header template optimized for desktop and mobile screens (and lots of other great stuff) via the Premium Content Bundle chapter of this book. Should you post your Tweets to Facebook ?

The Apps menu within Twitter’s Settings include the option to send your tweets automatically to your Facebook Page. Whether you decide to use this is personal preference - but my advice would be to avoid it, for several reasons.

Chances are that you are going to be posting on Twitter much more regularly than Facebook, so you risk the chance of spamming (and upsetting) your Facebook fans. Additionally, you want people to be fans of you on Twitter AND Facebook and to be able to offer both audiences a unique, valuable experience.

They won't come to Twitter if they can get it all on Facebook. And finally, but perhaps most importantly, automated posts (whether written by hand or produced by a bot) are never received as well as a post that is individually crafted for its intended audience.

The ways you communicate with your Twitter and Facebook audiences are different, so it's best to keep them separate. Consider applying to be verified on Twitter Getting verified on Twitter - earning a blue check mark next atop your profile - is highly sought after, and often tricky to earn.

Once reserved for celebrities and other high-ranking users in specific fields like journalism or government, anyone (or business) can now apply. Although not at all essential to make a success of yourself on Twitter, verification is a sign of high authority and authenticity, so it might well be worth applying if you feel like your brand would significantly benefit - but it might be worth biding your time, especially if you're new to Twitter.

Twitter only rewards consistently active accounts with a verified check mark, so if you aren’t tweeting often, you aren’t helping Twitter reach its goal of directing people to accounts that people will want to follow and engage with, and they’re unlikely to approve your request.

If you're ready to go ahead, here's what you need to do:
1. Visit Twitter's verification request form page to start the process
https://verification.twitter.com/welcome.

In order for your account to be considered, you’ll need to have the following elements present and correct within your profile: a verified phone number, confirmed email address (@yourcompany.com, not a free web account like Gmail), an accurate bio (the bio should specify an area of expertise or a company mission, a professional profile photo and header image, your website, and all tweets set to Public.

2. Twitter will ask you to enter up to five websites that can be used to identify you, and associate you with your Twitter account.

As your bio lists your official website, there's no need to add this again. Instead, link to other websites that showcase your influence, such as appearances in the news or other high-traffic sites.

3. Lastly, you'll see a section where you can freely state our case; a space to tell Twitter why you think your account should be verified.

If you’re applying as an individual, explain your public reach and specific instances where you’ve made headlines within your field. For brands, highlight your vision, what steps you have taken to achieve it, and the successes along the way.

1■ Twitter will email you when a decision has been made, and you’ll know that you’ve been verified once the @verified Twitter account follows you. Twitter Marketing and Content Strategy How's that Twitter profile looking ? Pretty good ? Great !

Now let's look at some content strategies to help your brand presence on Twitter shine... Concoct the perfect tweet, add a sign off Spelling, punctuation and grammar all count, especially when you only have 140 characters to communicate your point in a single tweet.

Practice writing the perfect tweet, and always double-check for errors.
While it might be tempting to use text speak to cram as much as you can into Twitter's 280-character limit, doing so is at best unprofessional, and at worst makes your tweets unreadable.


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If you have multiple tweeters on the same account, be sure to allow space to add a 'sign off' at the end of each tweet, e.g., initials like "^AM", so customers are clear who they are corresponding with. And as consumers want to know who they’re interacting with, why not include a photo of the people responding to users’ inquiries in your Twitter cover design too ?

Don't exceed the tweet limit Wherever possible, do not allow your Twitter statuses to spill over into multiple tweets, as this makes it confusing for your followers to keep track of what you are trying to say, especially if they have a really busy Twitter feed (likely), where your updates may appear sandwiched between tweets appearing from other people that they follow.

If there is no way that you can keep a Twitter update to 280 characters or fewer, consider using a service like TwitLonger http://www.twitlonger.com/
as a workaround. This site allows you to type as long a message as you like.

When you submit the message, it will be sent out to your followers using your Twitter account. The first portion will be visible, then a URL will be displayed to allow followers to click through to read the full message at the TwitLonger website. Alternatively, write your long message in the Notes on your phone or in Word, then screengrab the message and upload it as an image.

Tweets: aim for quality and consistency; don’t spam Don't post tweets every minute of the day, spamming your followers' feeds and annoying them enough to unfollow you - be sparing.

Independent research has shown that posting more than two or three tweets an hour can result in a decrease in engagement, while Twitter's own research found that brands that tweet two to three times a day can usually reach an audience that is equal to 30% of their follower base during any given week.

Of course, a lot of factors can affect this estimation (e.g., if one particular tweet goes viral and the rest do not) and you can measure this with the site's analytics tool, but the principal stands - quality always trumps quantity.

Tweet your top content several times; schedule for ease
Given the comparatively high number of people an average Twitter user follows and the amount of tweets people post, the main news feed of a user (without segmentation – see Twitter Lists info a bit later on)
can become unfathomably busy.

Twitter’s algorithm does periodically show users a small selection of tweets they may be interested in (and might otherwise has missed) towards the top of their timeline (ranked by relevancy – the tweet’s popularity, connection to the user, etc.) but otherwise, in theory, it then will show all of the tweets from all accounts that they follow thereafter in chronological order.

With this in mind, you realize how fleeting, without Twitter’s algorithm favoring your content for a user or opting for paid promotion, the appearance (and disappearance) of one single tweet could be.

To give your tweets the best chance of being seen, don't be afraid to post the same content under different guises, several times a day (i.e., experiment with unique wording and different headlines for the same article one or two hours apart, then note which wording performed best).

If you produce a lot of valuable "evergreen" blog content, i.e., that which will remain useful no matter its age, use a service like Buffer (www.bufferapp.com) to schedule and automatically post tweets linking to this cache of content periodically. Here's a free tutorial which shows how you can upload and schedule tweets in bulk: http://bit.ly/scheduleoldblogtweets

Note: On Twitter, many people simply share the title of a blog post followed by the link. There's nothing wrong with this approach, but you might also want to experiment with other methods to lead into the content and to see if they garner more clicks and engagement.

These include sharing a short quote from the article, giving a brief opinion, or asking a question about it – particularly through Twitter’s simple two-question Poll function (click the poll icon in the tweet box to set one up).

Share engaging content, use past success to shape future content One of the best things about Twitter is that it is an open platform, meaning that even people who don’t follow you can still stumble across one of your tweets if one of your followers favorites or retweets it.

So, with the right content, you can potentially reach many more people than just the group that actively follow you. To help attract new attention and build relationships with customers, share the types of selfless, newsworthy, and engaging content we talked about in the "The Best Types of Content to Post on Social Media" chapter of this book, including links to useful and interesting content (whether your own or that of others).

Use Google Alerts to be notified of fun, fresh, and relevant content for your Twitter feed and followers – a single tweet with an interesting take on a current event could garner you lots of extra attention.

If you will be including a link to your own content within a tweet, consider shortening it beforehand using a site like bit.ly. Twitter will shorten links automatically, but using bit.ly also allows you to customize them for neatness and analyze the click-through rate, which is great for seeing what kind of content resonates best with your followers.

To compound the impact of a tweet containing a link, upload an image with it to help it stand out within people's news feeds. Use hashtags to group tweets, drive engagement, and research Use #hashtags to group tweets of the same kind and to highlight your message.

Top-trending hashtags appear on Twitter's home page, and can easily be found via Twitter search. Tweets that include hashtags have been proven to receive twice as much engagement as those without, so their usage is vital.

Don't include more than one or two hashtags per tweet, as it can get confusing for followers; engagement with tweets that include more than two hashtags tails off considerably, research shows. Short hashtags work best.

#ilovechocolatecakeandeatiteveryday - a hashtag like this is difficult to read and eats up precious characters within your tweet. In addition, use legible formatting. Symbols don't work too well, and capitalizing words helps make hashtags a bit more readable, e.g., #BigSale rather than #bigsale.

Here are some more important benefits of using hashtags on Twitter and other social networks: To strengthen your brand identity Use custom-made hashtags to bolster your brand identity and location, e.g., #billysburgers and #BerwynIL, respectively, especially useful when new customers click to learn more about you.

Fans also love to show off what they're up to with friends via text, image, and video updates. If you are holding an event or launching a new promotion, make sure these fan updates are tied together strongly by publicizing and encouraging the use of a representative hashtag before, during, and after.

To gather feedback and measure ROI More than ever, users of Twitter and other social networks are tagging their updates with "emotion" hashtags, e.g., "Had an awesome meal at Betty's Grill today! #stuffed #bestburgersever."


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Whether the sentiments are good or bad, they can often give you a deeper insight into your brand image than you imagined. Hashtag search tools like Hashtagify http://hashtagify.me and Tagboard https://www.tagboard.com

Rovide a way to find top recent tweets related to any given hashtag, conduct competitive hashtag analysis, and track hashtag use across different platforms.
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To join in on conversations In relation to the last point (and in the same way as you would use keywords in Twitter search to find ongoing conversations related to your business), use the hashtags and comments that you find associated with them to reach out to people:

be helpful, offer suggestions and recommendations, etc., as a way to build trust and authority. Don't be pushy or self-promotional. Be tactful with this approach, using your discretion to decide when it looks like someone wants to receive a reply, and when they might not.

In summary, people who see a hashtag tend to click on it, explore it, use it in their own posts or even check out the person or brand that tweeted it, so I would definitely recommend including them in your updates where relevant, and if there is room.

Pin important Twitter posts, use as marketing opportunity If you want to spotlight a particular tweet, you can pin it to the top of your feed for extra visibility, especially to reach those who visit your profile directly - all subsequent posts will appear below it.

On the desktop version of Twitter, click on the three little dots underneath a tweet and choose "pin to your profile page." Use a pinned tweet to highlight one of your most engaged-with tweets, an important announcement, an upcoming event, a tweet that summarizes your brand and its mission, to sell, or broadcast a message that spurs emotion and encourages people to share and spread brand awareness through retweeting, e.g., something funny or inspirational.

A pinned tweet performs best when it includes an eye-catching image (to help it stand out), a strong call-to-action (with trackable link), and a relevant hashtag (your own, or existing popular one). Promote and sell with the Twitter widget and Tweet button Twitter has its own equivalent of the Facebook "Like" box, which shows a live preview of your Twitter stream's latest activity, along with a "Follow" button and a box for users to tweet to you.

and embed it prominently on your website to attract new followers. To increase website page views and to drive sales, you can also grab an official Twitter "Tweet" button to place above or below each of your blog posts, or next to products on your website (when someone tweets from the button, it will be seen by many of their followers who will be encouraged to take a look).

When you set up your "Tweet" button make sure to check the box to show the tweet count (the more times a post or product link has been tweeted, the more likely someone else is to share it too) and include a hashtag relevant to your brand that will automatically be added to the auto-generated tweet.

However, you'll want to switch up the "Share URL" and "Tweet text" options depending whether the button will sit on a blog post or product page. For blog posts: Set the Share URL option to use the page URL, use the title of the page for the tweet text, then enter your username into the via box.

An example might read: "How to Use Snapchat Stories to Captivate Fans
http://www.andrewmacarthy.com/-captivate-fans-with-snapchat-stories
#snapchatmarketing via @andrewmacarthy."
The long URL will automatically be shortened by Twitter.

For product pages: Set the Share URL option to use the page URL, but customize the tweet text to read like the sharer is tweeting about the item personally and not in over-promotional manner, e.g.,
"I love these stripy Craesa sneakers from Aldo #aldoshoes

Again, the long URL will be automatically shortened upon tweeting. Encourage retweets and social sharing using Tweet This Short, helpful, and inspirational quotes are a brilliant way to market you and your business on Twitter.

One of the coolest ways to implement this strategy is via the free Tweet This website at https://clicktotweet.com/ Here's how it works:

1. Enter a quote from your blog or website that you want others to tweet.
2. Click the "Generate Tweet Link"
button to create a custom link URL and embed code.
3. Share the link and/or get the embed code.

If you imagine the following quote is a part of one of my blog posts or a page on my website, the final result from Click to Tweet might look something like: "Consistency is one of the key strategies to rocking your social media strategy via @500socialmedia [Tweet This]",

where ["Tweet This"] is a clickable link that opens up the user's Twitter account, pre-populates the status update box with my chosen quote, and is ready for them to share with all of their followers instantly. Notice how I included my @username to add an element of attribution,
which might also gain me some interest.

Another strategy for Click to Tweet involves using it on the "Confirmation" page that loads after a purchase on your website has taken place, as an opportunity to encourage someone who has just purchased to share their excitement about the transaction, e.g., "I just bought a copy of 500 Social Media Marketing Tips - I'll be a pro in no time! #socialmediamarketing [product link]."

Respond to @mentions and DMs in a timely manner, and with personality Whenever you receive notification of an @mention of your brand, be sure to respond as soon as possible.

Replying to a customer or fan with a mention is a quick, easy, and hugely powerful way to make someone feel like you’re really paying attention; it makes them feel happy and appreciated and, in turn, promotes positive connotations towards your business.

Just think how good (and sometimes unexpected!) it feels to receive a quick thanks or comment from a brand or personality that you admire and you’ll begin to realize the value in this approach. A lot of the bigger businesses don't reply to a large proportion of brand mentions, and it hits their credibility hard.

As I’ve harped on plenty already in this book, people on social media like to connect with other people. So, try to fit in some brand personality to your replies where you can, using your tone of voice and mentioning the person by name.

It's a great way to bring business accounts to life and truly connect with the customer. To go that extra mile where the situation calls for it, a follow-up tweet like a simple “Everything still good ?” is a fantastic way to ensure that a customer’s issue is truly resolved.

As well as mentions, keep a close eye on any direct messages (DMs) you receive and use them to respond to customers quickly and efficiently, too. As of April 2015, you can opt-in to receive Direct Messages (DMs) on Twitter from anyone, whether you follow them or not. In the past,

Twitter users could only send a DM to someone if they followed them first, and both would need to follow each other for a two-way chat to occur.

By opting in to receive DMs from anyone, you make it easier for customers to initiate a private conversation with you - great for customer service issues that demand it and stopping some negative interactions from being broadcast in the public Twitter feed, where everyone can see them.

To opt-in, check the "Receive Direct Messages from anyone" box in the Privacy and Safety portion of your Twitter Settings.

Use Twitter Search to discover and connect with customers Aside from direct @mentions of your brand (those which you’ll receive a notification about), use Twitter Search to find people who have indirectly mentioned your business name, website address, area of interest or expertise, etc.,

and interact with them to begin building a meaningful connection – in many cases, they’ll be even more surprised and delighted that you have made the extra effort to reach out to them.

Don’t jump in all sales-y (even if it looks like the opportunity is there). Start a conversation, get to know your customer a little, and then, maybe a few tweets down the line, start to move the conversation towards your end goal.

Target your search by location and date in the Advanced Twitter search:
for more localized and time-specific results and use keywords within quotation marks and the minus symbol (-) to omit results with unwanted keywords, e.g., '"Paula's Prom Dresses -tiara"' - any other Boolean search technique will also work.

One cool strategy is to use keywords associated with your business to find the problems which people are tweeting about and target the issues that your business can solve.

Pair your company's name or related ideas with words like "bad" or "sucks" to find people spouting negative feedback, and do the same using common misspellings of your brand name, @mentions, and a search for your domain name, e.g., "andrewmacarthy.com" to catch instances of people tweeting about your content. In addition, search using the question mark symbol ("?") to look for questions related to your brand or industry.

On a similar note, make sure to filter search results to "Show All", not just the "Top Tweets." You never know, one single helpful tweet could lead to customer loyalty that lasts for years. Warble Alerts http://warble.co

is a nifty tool that checks Twitter for the keywords and phrases you select. Twitter search won't display every tweet mentioning your keywords or hashtag that has ever existed, but it will look at a variety of types of engagement, such as favorites, retweets and clicks, to determine which Tweets to show.


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Although some mentions might be weeks or months old, it is still worth retweeting or engaging with them, as you never know where a dormant mention may lead. Note: Upon searching and finding a Twitter user that you think your service can help, do not be overly aggressive in your attempts to connect or constantly tout your product or service as a solution - you risk doing more harm than good with this approach.

Instead, your first few interactions should be sincere and helpful. Play the slow game; add value and your expertise to the conversation by passing along a helpful blog post or simply asking questions and showing sympathy for the person's predicament.

Make it the beginning of your sales funnel, not the last step. This strategy has been shown to be much more successful in building trust with potential customers, especially as your approach is essentially "cold calling."

Save Twitter searches Use the ‘Save search’ feature on Twitter to quickly access regular searches that you make, such as those searching for mentions of your brand name and keywords related to it.

To save a Twitter search on desktop:
1. Type your search query into the search
box at the top of the page and hit return.
2. Click on the “three-vertical-dots” icon that appears at the top of the page
and select ‘Save search’ from the drop-down menu.

To revisit a saved search:
1. Click anywhere in the search box at the top of the page.
A list of your saved searches will appear below the search box.
2. Click on the saved search to revisit results for that query.

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Search and 'steal' customers from the competition If you have a local competitor, search for tweets mentioning their business name as well as your own. I wouldn't wholeheartedly recommend replying to the tweets you find, because it could come across as too being too desperate or forward.

But just knowing what is being said about your competition can be enough to give you ideas to help you up your own game and give you a competitive edge. If you do decide to respond to tweets mentioning your competitors (if the rival firm doesn't ever reply, for example), be helpful and conversational with no put-downs and no hard selling.

Hopefully your good grace will get the customer in question to switch allegiances. Show appreciation with favorites For a subtler way to thank your followers for their kind words about your business, “Like” a tweet by clicking the heart icon next to it.

Not only is “Liking” tweets an easy way to collate customer testimonials - or ‘save’ a tweet that you want to think about or investigate before replying to (they appear in the Likes menu of your Twitter profile for easy reference) - but a user is also notified when one of their tweets is Liked.

Different to retweeting, however, is that this notification is not shared publicly – only with the individual to whom it applies – so it looks a little less like you are tooting your own horn… not that that’s a bad thing to do occasionally !

Some Twitter users Like any tweet that happens to mention them, but as your Favorites are publicly visible via a link at the top of your profile, you may want to use it to collate messages in a more strategic way,

such as a way to "wow !" anyone who happens to take a peek at the slew of amazing feedback you have received. Thank your newest followers When someone follows you, be sure to @reply to thank them if you have the time, or retweet something interesting from their feed - it's a good icebreaker at the start of what, hopefully, will be a long relationship.

Don't be tempted to use a tool to auto-thank users who follow or send them promotional material. As a first impression, it doesn't go down well at all. I usually say something like this to initiate conversation: "Hey, @newfollower, thanks for following! How are you doing today ? Andrew."

Use images to drive engagement, as a text replacement, and to tease offers Research shows that tweets that include photos are significantly more likely to be retweeted than those without. Twitter also supports animated GIFs, which loop continuously within the news feed.

While images uploaded to Twitter appear within the feed, they do not always display in their entirety. In December 2015, Twitter announced a change in the way that single images uploaded within a tweet display on its desktop website.

Rather than cropping all images to be the same horizontally formatted size (as in the past, thus forcing viewers to click a button to see the full image while scrolling through the news feed), it has increased the height limit (before cropping occurs) to be the same as the width of the main news feed column – 550 pixels.

Handily, this now ensures that you can upload “widescreen” and square format images to Twitter and know that they will display without cropping. If you upload a portrait-like pic to Twitter and you want the full image to be visible with cropping, make sure the image is no taller than 505 pixels.

It won’t fill the width of the column but at least viewers won’t need to click it to see the full image. Video marketing on Twitter – short clips and live streaming with Periscope The Twitter mobile app provides an easy way to film (or import), edit, and share clips direct to your profile.

The maximum length of a Twitter video is 140 seconds and (like on Facebook), videos posted to Twitter play automatically within users’ feeds. While text is going to be your predominant method of communication on Twitter, occasionally replying to tweets via video - such as answering a question in a Twitter chat - is a fun and engaging way to let your fans get to know the people behind your brand.

Video replies is one specific way to use Twitter video for business, but please refer to the “Explained: The Best Types of Content to Post on Social Media” chapter of this book for plenty of ideas for making the most of video marketing, whatever the platform.

If you want an even more dynamic way to interact with your Twitter followers (and beyond), download Periscope, Twitter’s live streaming app. With one tap, you’ll be able to broadcast instantly with your fans – to show them behind the scenes, to answer questions, to support the launch of a product, or whatever you like !

As of early 2016, live Periscope feeds can be viewed within the Twitter news feed (not just restricted to the Periscope app), potentially offering up much more exposure.

Here are a few quick tips to ensure that your Periscope live stream is a hit: Promote your stream in advance – through Twitter and other avenues, to encourage as many viewers as possible. Maybe make the stream’s content a one-off so it becomes a “not-to-be-missed” occasion.

To automatically notify Twitter followers each time you go live, hit Edit profile on desktop and check the "Show when I'm LIVE" box beneath your bio. Host it at the right time: use Twitter analytics to see when your audience is most often online and host your stream at a time when they are going to be around to watch !

Use a clear and compelling title to help people identify your live stream – people who follow you on the app will be notified when you go live (for the current broadcast and those in the future) and the title will make up part of an automated tweet and push notification used to promote your broadcast.

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Depending on your goals for the live stream, choose between a public stream (broadcasting to everybody, whether they follow you on Twitter or not) or private (where you select the attendees from your followers).

Periscope broadcasts can be filmed in portrait or landscape mode (simply rotate your device to switch orientation). If you know you want to upload part or all of your broadcast to another platform afterwards (like YouTube), make sure you start your broadcast in the mode you want it to be and keep it that way throughout.

When you're done, save the broadcast to your Camera Roll ready for sharing it onwards. Join in with the live conversation - acknowledge viewers and their questions and ask for likes and shares as a way to help build your audience for the next stream.

For additional exposure, embed your live stream anywhere on the web by simply using the embed code from the tweet that your broadcast generates. Analyze your performance within the app – number of likes, views, and replays, to see how you can improve your live streaming for next time.

For ideas and insights into the benefits of using live video on Twitter and other platforms, check out the “Explained: The Best Types of Content to Post on Social Media” chapter of this book. Upload multiple images and tag them to boost engagement In April 2014, Twitter rolled out the ability to attach up to four images to a tweet (previously limited to just one).

Multiple images display as a collage: one main image and three smaller ones. Brands take advantage of these collages in many ways: to spell out a single message across the four separate images, provide simple step-by-step tutorials, or using multiple photos to tell the story of an event in the life of their company.

Along with this feature, you can tag up to 10 people, e.g., customers, contest winners, business associates, etc. in each image. The people who are tagged will receive a notification to let them know, so do take advantage of this as a way to encourage engagement and start conversations centered on your posts.

To top it all off, the characters used to tag usernames in Twitter images will not deplete any of the original 280-character space for the accompanying text. To tag people in a photo, select it once uploaded and type their name or username into the "Who's in this photo?" box. When the tweet is published, the usernames of the tagged people will appear next to it as live, clickable links.

Experiment with Twitter Moments Twitter Moments is a tool that allows you to curate slideshows using tweets from different users - you or others - which anyone viewing that Moment can quickly scroll through. To start building a Moment, choose Create A Moment from the Moments tab of your Twitter profile page and search by account, tweets you've liked, tweet link, or search.

Here are some tips to make the most of your Moments: Write a short headline to spark curiosity and choose an eye-catching cover image. Both the description and cover photo of your Moment will be what people see of your Moment in their feed, so they're important to get right.

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Give people a taste of what to expect by summing up the content of your Moment in its description. Think of the description as a summary, whereas the tweets in the Moment itself give a more detailed explanation with links, reactions, and insights from different sources.

Twitter describes the cover photo of a Moment like the cover of a book. You can either choose an image from one of the tweets in your Moment or upload one of your own. You can even use a GIF, so find something that represents the tone and message of your Moment.

Keep it short and sweet with plenty of variety Twitter Moments are designed to be consumed quickly, so try to keep the number of tweets to a sensible number - around 10 is a good target. To keep viewers engaged, incorporate different types of tweets throughout a single Moment - text, images, GIFs, and videos, to best engage your readers.

Twitter contest strategy Twitter is a great platform to hold a competition on, to encourage views and interaction with your profile, or link to an external source. Entry requirements can be as simple as asking your followers to retweet something that you have written or @replying to answer a question.

If you run a competition, don't ask users to DM you the answer to a question: it shuts off promotion of the competition to vast numbers of users who won't see others tweeting to you in Twitter's search. Real-time offers and Twitter-specific codes Many people follow brands on Twitter specifically to hear about promotions and discounts, so give them what they want !

Offer your Twitter followers special coupons, exclusive discounts, and free samples, to help build your brand's reputation. Create a striking image to help the offer stand out, and post it several times to make sure it is seen by as many of your followers as possible.

If you want to measure sales and conversions made specifically through Twitter, tweet a tracking code only to your followers and be sure to ask for it during the transaction. e.g., TWEET20.

It is good practice to place a time limit on your Twitter coupons as a way to drive short-term sales by increasing the sense of urgency; between 1 and 2 weeks is a decent time for people to both see and redeem the promotion.

For businesses looking to engage and strengthen relationships with their customers, asking people to @message or DM you to receive an offer is one powerful strategy - just make sure you have the means to handle all of the messages you expect to receive !

Take orders over Twitter Why not try taking orders or bookings over Twitter ? If you want to give it a go but are worried it will clutter up your main profile, you can just as easily create a separate Twitter account and dedicate that one for taking orders.

Host Twitter chats for engagement and authority building Twitter chats - live, structured conversations between users on Twitter - are an effective way to engage with and build stronger relationships with your audience, and also encourage new people to follow you.

The reason why Twitter chats are so effective is because the people who participate in them are the ones that enjoy actively engaging on the social network. Many brands host weekly Twitter chats as a way to build authority within their niche, promote their products and services, and to grow their professional network by interacting with peers.

Before you jump in and start your own, I'd recommend searching for and observing a couple of existing Twitter chats within your industry to familiarize yourself with how they work and to get a feel for whether they might be suitable for your own business objectives. Sites like Twubs
feature tons of examples for you to choose from (or you could simply search the web for "[your keyword] + twitter chat), while http://www.tchat.io/

allows you to easily follow and reply in real-time to tweets that include a specific hashtag, i.e., the one used for your chat! If you want to host your own chat, set a date and time, a unique hashtag (so that others can follow along and join in more easily), and encourage interaction by promoting the event well in advance.

Whether you host or join a Twitter chat, remember to contribute valuable tweets to the conversation using the relevant hashtag and retweet others’ great responses to praise their input. Use Embeddable tweets Use embeddable tweets to take a tweet or a conversation and post it on your website or in a blog post.

You can use this feature to share your Twitter content with a larger audience, e.g., re-capping Twitter chats, or adding positive product reviews or
testimonials.

1. Locate a tweet on Twitter.com that you want to embed.
2. Hover your mouse over the tweet and click the “down” arrow next to it.
4. Click ‘Embed Tweet.’
5. Click inside the HTML code box to highlight the code.

Copy the HTML code and paste it as an HTML element into your website or blog. Creative uses for Embedded tweets Tweets can be a great source of customer testimonials for your business, particularly if you embed them onto your website or blog. Do you host business events ?

Embed the invitation tweet in a list of upcoming events on your website. Embed tweets from other people into your blog posts. Embedded tweets allow your readers to connect with new people and jump into the Twitter conversation right from your blog.

Embed part of a Twitter conversation (one that has inspired a blog post) into your blog and reach more people than the original Twitter conversation. Embed a tweet of a glowing customer comment or add a tweet about an upcoming event in your email signature, to help seal deals and promote your activity.

Utilize Twitter Cards Twitter Cards allow you to automatically attach rich information (photos, video, sign-up forms, additional product details, and more) to tweets that are created when someone shares something to Twitter from your website. As they stand out from ordinary text-only tweets within the site's feed,

i.e., the feeds of the tweeter and their followers, they can be a powerful way to boost the number of click-throughs to your original content.

Twitter Cards come in a number of different varieties, including: Summary Card: The default option, featuring a title, description, thumbnail, and your Twitter handle. There is also a similar option, but with a larger image.

Photo Card: A Twitter Card that features only a photo. A Gallery Card option also exists; these highlight a collection of four photos. App Card: A Card to promote mobile apps. On mobile views, it will provide a direct download button, e.g., "Download in the App Store."

Player Card: If your brand uses video or audio for promotion, a player card will allow you to embed a piece of media within your tweet. Product Card: Allows you to include a title, description, thumbnail image and Twitter username attributed to the product, along with details like as price, location, availability, and more.

Lead Generation Card and Website Card: Cards used to collect email addresses or drive website traffic (see section on Paid Twitter Advertising for more info). Offer Card: A way for users to add an offer to their credit or debit card and redeem in store instantly, without a coupon (US testing only at present).

Implementing Twitter Cards is as easy as inserting a few lines of code onto your website (the code you use will depend on the type of card). To get started, visit the following page and scroll down to the "Get started in 4 simple steps" section. From here, click a link to the Twitter Card of your choice, and track the success of them via your Twitter Analytics account (more info on this later): http://bit.ly/twittercardsetup

Create Twitter Lists to segment tweets and organize prospects Twitter Lists are perhaps one of the most underutilized functions of the site; they allow you to easily organize and view the content most worth reading from the people you follow and can also be used as a networking tool, i.e., to interact and engage with the people who you choose to add to lists.

Tweets from people in your Twitter lists appear in a separate feed, which can allow you to filter out a lot of the 'noise' on the platform. Examples of groups of people you can sort into Twitter lists include customers, potential customers, your most passionate fans, people with whom you interact most, professional contacts and people who inspire you.


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By checking in on the activity in your lists, you can more easily pick and choose the most opportune time to reach out with a conversational message and begin to foster potential relationships.

How to create and add people to a Twitter List:
1. Click on your profile icon at the top of your Twitter profile, choose 'Lists'
and click the 'Create list' button.

2. Give your list a name and description, e.g., Business Influencers, and choose whether you want to make it public or private.

3. Search for people to add to your list by username, real name, or business or brand name, and insert them via the cog menu in search results or at the top of their profile. You can also use the same method to add people to a list from your own or anyone else's list of followers.

Note: Joining public lists is a useful way to discover interesting, themed content to share; these lists also act as ready-made group of people you might want to connect with. To follow a public list, go to a profile, click "lists" and choose the list you'd like to subscribe to.

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You don't have to follow a person's profile to follow one of their public lists. Explore the business potential of Twitter Group DMs Twitter’s group direct messages – setup via the normal DM option, then adding names or usernames via a search - enable you to you to invite up to 20 users who follow you to join you in a group conversation.

When someone joins the chat, they can invite people who follow them, even if those users don’t follow you or others within the group - a fantastic opportunity to introduce yourself or be introduced to others.

Some other notable benefits of group DMs on Twitter include making private, one-to-one introductions and connections with influencers and brand advocates, holding group discussions with fellow team members, and resolving a pressing customer service issue involving multiple parties.

Meet up with followers and promote your Twitter feed Find ways to take a step beyond Twitter relationships by meeting your followers and followees in real life - great for taking networking to that next step.

At business events, display tweets with the event #hashtag on a big screen using services such as twitterfall.com or visibletweets.com, and tweet to your followers about the experience while you're there.

Using Twitter for Customer Service: Essential Strategy In addition to providing an effective platform for pushing your business and its products or service, Twitter also provides a great way to handle customer service issues.

Here is a selection of tips to help you optimize your approach to handling customer queries via the medium of tweets: Consider a profile dedicated to customer service Depending on your company's resources and levels of Twitter interaction, you may want to consider opening a Twitter account dedicated only to responding to negative queries from customers.

The idea here is that you can use your brand's main Twitter handle to focus on positive engagement, sharing valuable content, and posting the odd marketing message - leaving your secondary account available to host conversations with unhappy customers.

If this is something you intend to do, be sure to make clear which account customers should tweet to with complaints by placing the @username and an explanation on your website, pamphlets, and in your main Twitter account's Bio or background design.

Handle acute problems with direct messages If lots of people are asking the same question on Twitter in a short amount of time, due to an acute problem, use direct messaging (DMs) to reply to them and prevent clogging your news feed with @replies.

To prevent further negative tweets flying in your direction, post one public tweet to explain the situation, so that it can be seen prominently on your news feed. Switch to a personal Twitter account for pressing matters For the very most pressing matters, switch to your personal Twitter account to deal with customers who require special treatment to keep them happy.

It will show the customer that you really care about them and, perhaps more importantly, it will protect your brand image from a storm of controversy away from your company's Twitter account. Measuring Twitter customer service success Measuring the success of customer service on Twitter requires a different approach to ordinary Twitter activity (covered later in this chapter).

Some of the metrics that you might want to consider analyzing include the number of @mentions requiring customer service, the response time (how long it takes you to reply to customer queries) and response rate
(the number of tweets actually replied to).

Enable Twitter’s Essential Customer Service Tools In November 2016 Twitter introduced three great new tools to help business' handle customer service queries more smoothly. o setup these new features, you need to enable them from the Customer Support menu of your Twitter Dashboard:

Show people your account provides support When you check this box, the phrase "Provides support" will appear next to your Twitter name in search, and a message button will also be added to your profile. This option is particularly useful if your brand has multiple accounts, e.g. one for marketing and another specifically for support; a way to direct customers where to get help quickest.

Add your support hours In the past, brands would usually add their available hours of support within the text of their bio. That space is now freed up, as you can let people know the best time to tweet or DM you with a dedicated line at the top of your profile.

Tap the "Support hours" button in Settings and enter the hours and days that best suit your business. Don't forget to select your time zone from the drop-down box! Add a Welcome message for DMs When you add a welcome message, it will appear automatically when people select to DM you from your profile. A welcome message can be used as a quick way to greet customers and let them know how you can help.

Paid Advertising on Twitter While Twitter advertising doesn't have the same extraordinary depth as Facebook's tools, it can still be a very powerful strategy in helping you reach an expanded audience through your tweets.

To begin setting up a Twitter ad campaign, click Twitter Ads from the drop-down menu on your profile or visit https://ads.twitter.com/
and click the "Create new campaign" button.

There are a number of Twitter ad products to choose from, depending on what goal you want to achieve. Some of the most popular are as follows: Followers (Promoted Account): Use simple copy that clearly tells people what you want them to do (follow you!) and spells out the benefits - receiving deals and discounts, exclusive news, etc.

Refrain from adding links or images that will detract from that all-important “Follow” button. With promoted accounts, your Twitter username, profile photo and a Follow button will also appear as a suggestion in strategic spots across Twitter on desktop and mobile, such as the Who to Follow box and Home timelines. If using this option,

ensure that your profile picture, name, and bio are in tip-top shape, as this, in addition to your copy, is what people will be acting upon. Website clicks or conversions: Combine this option with a Website Card for greater impact.

Unlike an ordinary tweet that may just display a plain link, Website Cards show a preview photo and additional information about your site.

The idea is that the eye-catching format of these tweets (complete with image, text caption, story headline and call to action button, e.g., "Read more...") will allow you to easily display website content within a tweet and drive relevant traffic to your home page, product page, or an important blog post.

Tweet engagements: Use this option to drive higher levels of engagement on your Twitter posts; particularly relevant to generating buzz around something like a product launch, upcoming event, or seasonal occasion.

Twitter Ads targeting advice Use the knowledge you have of your audience to help Twitter define how best to target them with your ads. The targeting options may differ depending on your goal, but include: Interests: As a way to broadly target an audience, picking out interests from hundreds of categories and sub-categories is a good way to go about it.

Followers: This option – more niche than the last - allows you to reach people with specific interests or who are similar to followers of accounts other than your own – like competitors, influencers in your industry, and businesses that aren’t competitors, but do target a similar audience. Use Twitter’s search to find usernames to add, and then use the ‘expand your reach’ link to find more.

Adding around 10-25 usernames per campaign will ensure that you’re reaching a large enough audience. Tailored Audiences: If you already have a CRM (customer relationship management) list, Twitter can use this to target this audience on the social network based on data like email addresses, Twitter IDs, web browsing behavior.

Keywords: A way to reach people that engage with or search Twitter using specific keywords. Device: Reach an audience based on what device they use to access Twitter. Geography, Language, and Gender: Target an audience by country, state, zip, language, or their gender in order to increase relevance.

Once your targeting option is chosen, you'll be able to manually select the tweets you want to promote or let Twitter automatically select your five most engaging recent tweets for further exposure.

Twitter ad budgeting and campaign measurement advice How much is one Twitter follower, website conversion, app install, email subscriber, etc. worth to you?

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Consider this and then set a daily and total budget for your campaign accordingly, either CPC (cost-per-click), CPF (cost-per-follow), CPL
(cost-per-lead) or CPE (cost-per-engagement).

All campaigns end once the budget has been used, so you’ll never be overcharged. Use an A/B testing approach[S1] to Twitter advertising to see which combination of text and images is driving the most engagement at the cheapest price, and use this knowledge to optimize future campaigns.

To help you figure all this out, the Campaigns Dashboard will show you a number of metrics related to your paid marketing on Twitter.

You may also choose to setup Conversion Tracking within the Twitter advertising dashboard as a way to measure return on investment. Monitor all activity via Twitter's Activity dashboard Twitter's Activity Dashboard - available via
http://analytics.twitter.com - gives detailed insight into how your tweets – both paid and organic - are performing.

The dashboard will tell you how many times any individual tweet has been viewed on mobile and desktops, how many link clicks it has received, the favorites and retweets it has attracted, and a month-to-month overview of your activity to show if your progress is on an upward trend.

You'll also find data about your followers (the amount, location, gender, and their top interests), which can be used to work on content more tailored to them. Finally, you'll find the option to measure your return on investment by tracking the actions people take after interacting with your ads on Twitter, i.e., visiting your website and purchasing a product.

Use the combined power of Twitter's analytics to track the progress of your Twitter strategy, to see what works and what doesn't, and to tweak your approach accordingly. Note: On the move ?

In the Twitter mobile app, check out the Engagement feature for a quick glance at the performance of any tweet you send. From the tweet's detail page, tap "View Tweet activity" to see statistics for its views, engagement,
and interactions.

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