Archive for the ‘Better Tweeting’ Category

Call me shy I guess. Well, I’m not shy, but I am somewhat private. The day I went up to a room full of 70+ Chinese college students and began to give my first class on business English, it became harder and harder for me not to speak up whenever I have something to say. But in all honestly, I’m still a shy guy. Introverted as all heck! It’s a wonder I can muster the courage to blog. But when I take up something I believe in, that’s when it changes. I don’t call it passion, I call it doing what I believe in. To me, it’s quite an important difference.

Lots of people demonstrate their social behavior with FollowFriday (#FF) each Friday. I frequently am on the receiving end either for my personal or my business Twitter profile. Yet I never do #FF or even thank people as a rule for a simple RT. Was I raised in a barn? Does that rhetorical question even work here?….No seriously, am I just dense-headed? Maybe, but here’s how I do thank people for RTs:

1) Return the favor of being Retweeted by retweeting something important to that person, usually when it matters most to them

Whether it’s a promotion of a product or an event, or just supporting someone when they’re having a rough day or a sweet victory, I like to support people by retweeting them if they’ve done so for me. Sometimes I walk up to people and just start talking to them, or I retweet them without knowing anything else about them, because I think the tweet or the link speaks for itself, and I generally try to give credit where credit is due.

2) Talk up people I like and think are great in public tweets

Whether or not I even know you! Most shy people don’t do that!

3) Follow almost anyone who follows me if they are not a spammy profile

Now, not only do I not hold it against anyone for doing the friendly #FF thing, and I am enormously grateful that people are thinking of me, regardless of whether or not it actually helps anyone’s following. That’s not to say that I have noticed a discernible difference yet, personally, but maybe that’ll change. I do know that I never have followed anyone just because I see a #FF hash tag next to a list of names, even if the person is someone I like and even somewhat respect. Are other people the same as me? Probably not. That’s just me.

That said, I DO think that it’s very important to be social back to people who are social and friendly to you, in whatever way you are most comfortable with. It may not come up today, or tomorrow, but sooner or later you run into everyone twice, even more, especially when you think “oh I’ll never see them again!”. That’s when you are applying for a job or some membership and that person is your pivotal contact. That’s just how life is. And though it’s kind of the wrong reason to be good to people, it’s at least a pragmatic reason for those who feel that being good is “Pollyanna” or whatever. And if it’s not how other people do it, don’t let that stop you rom expressing yourself. Just try not to embarrass anyone. At the end of the day, there is nothing less sociable than humiliating someone (or even just trying to). YOu may not think so, but people remember this behavior, and when it’s your time, they really remember it.

The most important thing on Twitter is just to be authentically you! So if you like #FF or some other trend, don’t do as I do, do as you like! The one thing I can’t stand is the Twitter Nazis who like to say that everyone’s style must be the same. It really shouldn’t be. Just don’t (please) get mad at me if I don’t thank you for a RT or do the Follow Friday bit. It’s not my style, but I do remember a good turn, believe me. I’ve definitely got your number.

I normally will turn Twitter on after lunch. I’m busy during the morning with things that require my utmost attention: projects, clients, partners, lots of things poppin’. So after lunch, I like to feel like I’m riding the tail end of the day at that point. Doesn’t everyone? Unfortunately it’s not always the case, but that’s what I try for. It keeps me on track and sane. Along the way I add more followers (by hand, typically): potential prospects, potential partners, or just really cool companies and people that turn my gears.

Some typical things I would normally do on Twitter is check in with people I follow, post promotions for my business via casual interaction, blog post links, rally local followers in Houston area, or even by topic. When people tweet 500 times in a day, they often don’t get anything for it. Some days I don’t tweet at all. I tweet maybe, at most, 10 times per day, often less. Any more and I’d be rambling and wasting people’s time, or avoiding crucial work on my schedule. I know some people who post about 25, 50, even 100+ times a day on average. Some of us have reasons to tweet that often, most of us probably don’t. Everyone’s different.

Personally, I always wonder how anyone tweets 50 or more times a day if they are employed (even by self). That seems a lot of chitchat and time off the clock. Some people are mainly interested in using social media for socializing, for in-between moments, or to remark how they felt at key points in the lives, for posterity. That’s all perfectly valid. I mainly use it for business. I just happen to love running businesses, making them better, finding ways to do something better than before, usually pertaining to creating or promoting content on the web.

It has occurred to me that many start-up ventures are using Twitter either as “sleepers”, you know: tweeting nothing and racking up followers via follower software, others follow the grape-vine approach, using it to tweet up events and ping people for non-committal engagement. Many individuals use it for pure gossip, or to make “intimate” asides to a global audience about coworkers, some even going so far as to snap photos of total strangers that they just don’t like the look of, and tweeting something f’ed up about the person, posting it toot suite. I guess there is a Twitter use for every type of person out there. And there should be. It’s a tool that represents something different to everybody, for good or ill.

Okay, so now I’m curious. What do you use Twitter for? Go ahead and fill me in via the comments on this post.

Swing your megaphone carefully.

[tweetmeme source=”MarkBrimm”] Twitter can be used for brand-monitoring, marketing, campaigns and PR functions within the social media sphere. Many businesses and other types of organizations already use Twitter as an easy first step into the social media community pool. Many are not, however, because of either a conflicting business model or simply due to an uncertainty about how to proceed. Often there is a fear of “getting it wrong”. For the more adventurous, the big temptation with Twitter is to jump headlong into campaign and promotional projects and “work out the kinks later”. This is a huge mistake for any company or organization with a reputation to care for. It’s best to slow down and experiment a while in a safe environment first before incorporating a “Tweeting” initiative within your organization’s communications.

Organizations should carefully select a Twitter rep from communications qualified individuals within communications and keep PR firmly in mind no matter what the exact purposing of the profile being used. Twitter is an extension of an overall communications strategy. Individual CEOs may have a Twitter account, and this speaks to the organization’s comprehension of Twitter’s social nature, but non-C-level employees should probably not be officially representing your organization. Don’t focus on ramping up followers and list subscribers like a superhero out of the gate.  Quality follows are everything, and software can’t teach you how to use it wisely.  Slow down for the good of yourself, company or cause. It’s worth it. You can always automate once you’ve learned who to follow and who not to, what to tweet, and what not to, and why.

In the end, there are no hard and fast rules. Being careful is the name of the game. Here are some basic guidelines for organizational Twitter communications:

1)      Choose your Twitter rep and profile info carefully from communications considerations—always keep PR firmly in mind, even if using Twitter for marketing. Only smaller outfits and can get away with being “extra-cheeky”, not IPOs, government agencies or NGOs.

2)      Experiment with every Twitter app you can for the good of your organization in a safe environment (like a test profile, connecting to test profiles on other sites and applications–all test profiles). If in doubt, always use a test profile, not the one you will use for your organization. In fact, avoid using the company name or other identifier. What if you flub up big time? You don’t want that reflecting back on the entire organization.

3)      Don’t spam fellow “tweeps” and followers with repeat tweets and sales-pitchy DMs. If you need to push something, be creatively unique in how you go about it. Don’t pitch your widget, converse about it. One way some pitch is to bracket the pitch with a joke or a winningly clever cautionary preface. Spamming via social media is an instant problem. Just don’t do it.

4)      Follow those who stand to support your brand or cause. Don’t follow political causes or religious institutions, for instance, with your corporate or government agency profile, and so on. Think with your PR cap on when you Tweet and follow / unfollow.

5)      Tweet in viral manner when possible by networking with partners and friends, but show restraint and discretion. 100 characters allows for multiple ReTweets (RTs). Remember, conversations about your brand or cause are kind of what it’s all about. Don’t be stiff. Respond to others who talk to you as a rule. Unless it’s Weird Frank…nobody talks back to Weird Frank…

6)      Be business-casual: nothing too raunchy, personal or political (unless you are a political cause), etc.

7)      Be discreet. Have your Twitter rep clear any tweets that are legally “iffy” before they go out. Train them to ask first. Give them guidelines on what to avoid tweeting about or who to avoid tweeting to. Also, remember to promptly go back and delete any iffy stuff that leaks through. Spelling is not always a deletion-worthy offense, but problematic messages are. Twitter’s own website allows deletion of your own tweets from your Twitter profile’s feed. The many sites and apps that republish those tweets after they have already gone viral…won’t.

8)      Use multiple profiles when representing multiple business units or departments. This keeps things focused. It also spread out the safety net in case somebody flubs on one of those profiles and you need to take action of some kind to correct the situation.

9)      For CRM via Twitter: Monitor your keywords thoroughly via Twitter apps AND via available social media and  blog search tools (like backtype and HootSuite, etc.). Always respond privately. When a resolution is complete, if your customer is impressed and tweets how you fixed the problem out loud, people will look on you more favorably than if you try to maneuver your customer into a corner (this can be fatal online—imagine the big company bullying the customer, okay that’s not going to play, obviously).

10) Don’t change your Twitter name around. Nail it down to what it should be well before you start courting followers. Why? Several reasons. One is consistency. You don’t want people unfollowing you because they don’t know your new name. You also risk trust in other ways. A changing profile name is often the tell-tale sign of a “sleeper”–a spammer who wanted to fool people into following him or her and then goes on a spamming spree out of the blue. And yet another reason has to do with SEO. Because your PageRank for your Twitter profile is an extension of your organization and your website(s) in many ways, tweets and profiles CAN impact your PageRank for your official website, way over there, as well as your Twitter profile, way over here, via the complex ways that inbound links are aggregated and in how they support the PageRank and rankings of any and all sites that you and your followers link to or re-tweet. And since PageRank (whether your profile on Twitter or your site receiving beneficial Twitter-originated links) doesn’t heal for many moons, it matters a good deal. If in doubt, starting a new Twitter profile can often be the better move, unless you already have lots of followers. You can change your Twitter name if you must, but it will probably zap your PageRank for many months (unless Google changes something in that department soon), so don’t say I didn’t warn you.

11) Use list-creation in a way that supports your organization. Many don’t create lists for the first 6 months of using their Twitter profile because they’re not sure what to create a list about. Some local businesses use lists to support local cultural stuff or to promote their partnering companies, support local emergency authorities, etc.. Some national organizations use them for listing need-to-know organizational contacts or store locations. Whatever the reason you use lists, just make sure you’re respecting the privacy of any individuals who may want to remain anonymous. Private consultants can use lists to show personal breadth of interests, but corporations, government agencies and other orgs should probably just keep it official and PR-friendly.

That’s it. Have questions? Just ask. If you’ve already tried some of these tips out, let me know how these worked for you (or didn’t).

[tweetmeme source=”MarkBrimm”]

–About the Author:

Mark Brimm is Digital Marketing Director for Interface Communications Group and SocialLabsMedia.com, as well as Founder of Marcana and co-author of AdWords University: The Complete Guide to AdWords. He is currently writing a forthcoming book on social media strategy.