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The T.W.E.E.T Method for Effective Twitter Communications
October 24, 2012 BTV & SB Schools Social Media Workshop @tursita
October 24, 2012 BTV & SB Schools Social Media Workshop @tursita
@tursita
#btv
#vt
#highered
#food
#csr
#sustainability
#energy
#health
Who are you?
October 24, 2012 BTV & SB Schools Social Media Workshop @tursita
October 24, 2012 BTV & SB Schools Social Media Workshop @tursita
#SXSW
October 24, 2012 BTV & SB Schools Social Media Workshop @tursita
#debates
How Twitter Stacks Up
66% use Facebook20% use LinkedIn 16% use Twitter12% use Pinterest12% use Instagram5% use Tumblr
(Source: Pew Internet & American Life Project, 2012)
October 24, 2012 BTV & SB Schools Social Media Workshop @tursita
Who’s Using Twitter?
Young adults – Internet users ages 18-29 are more likely to use Twitter, but we’re seeing growth, particularly among 30-49 year olds
African-Americans and Latinos – Minority internet users are more than twice as likely to use Twitter as are white internet users.
Urbanites – Urban residents are roughly twice as likely to use Twitter as rural dwellers.
The college-educated are also slightly more likely than average to use the service.
(Source: Pew Internet & American Life Project, 2011)
October 24, 2012 BTV & SB Schools Social Media Workshop @tursita
October 24, 2012 BTV & SB Schools Social Media Workshop @tursita
October 24, 2012 BTV & SB Schools Social Media Workshop @tursita
THE T.W.E.E.T. METHOD*
October 24, 2012 BTV & SB Schools Social Media Workshop @tursita
*Method developed by Claire Ortiz-Diaz at Twitter
T (Target)
“Why are we on Twitter?• “I have no idea.”• “Someone set it up for me.”• “Everyone else is doing it.”• Waste of time & resources
INSTEAD…• “To have meaningful
conversations with the community.”
• “To listen.”• “To share information.”• Set goals!
Personal vs. org account
October 24, 2012 BTV & SB Schools Social Media Workshop @tursita
W (Write)
The power of the editorial calendar.• Framework (sections)• Content buckets
• Events• Meetings• Annual reports• Key decisions• Fun
• Topics• Think like an editor!• Takes the pressure off so you
can talk about yourself & so you can then talk to others
October 24, 2012 BTV & SB Schools Social Media Workshop @tursita
Let the right person write
October 24, 2012 BTV & SB Schools Social Media Workshop @tursita
Tweet often
October 24, 2012 BTV & SB Schools Social Media Workshop @tursita
Keep it short
October 24, 2012 BTV & SB Schools Social Media Workshop @tursita
Go beyond words – use multimedia
October 24, 2012 BTV & SB Schools Social Media Workshop @tursita
Go mobile – tweet on the go
October 24, 2012 BTV & SB Schools Social Media Workshop @tursita
Let it all hang out – be authentic
October 24, 2012 BTV & SB Schools Social Media Workshop @tursita
E (Engage)
@reply = a conversation w/ another user
Direct message = a private conversation
Retweet = re-posting a user’s tweet
MT = modifying a user’s tweet, then posting
QT = quoting auser’s tweet, then posting it
Hashtag = using the “#” in front of a word or phrase. Twitter hyperlinks the hashtag, connecting your tweet to others using the same hashtag, like #BTV and #VT
Lists = way to categorize users you follow
October 24, 2012 BTV & SB Schools Social Media Workshop @tursita
Ways to engage
Ask questions
Connect others with resources
Respond to the good, the bad, but evaluate the ugly
Monitor conversations• Use a third-party tool, like
Hootsuite
Host a Twitter party, chat, or tweet-up
Promote your Twitter presence!
October 24, 2012 BTV & SB Schools Social Media Workshop @tursita
E (Explore)
On Twitter, you can connect with anyone!• Suggested Users List
Find influencers• High follower count• High engagement• Highly followed lists
Automatic searches for keywords
Stay on top of trends and updates• Trending topics
October 24, 2012 BTV & SB Schools Social Media Workshop @tursita
T (Track)
Quantitative
Qualitative
Self-reflective
ROI (where “I” = influence)• Brand reputation• Brand advocacy• Participation Behavior• Customer Service
October 24, 2012 BTV & SB Schools Social Media Workshop @tursita
Tracking for success
October 24, 2012 BTV & SB Schools Social Media Workshop @tursita
Quantitative Qualitative Self-Reflective ROI
# of tweets Topics tweeted Meet target? Reach of tweets
# of retweets Most retweeted tweet
Retweeted others? Retweets by influencers
# of followers Types of followers Aligns w/ strategy? New relationships
# of following Types of following Aligns w/ strategy? New relationships
# of @replies Nature of response to tweets
Frequency & nature of response
Action taken based on conversation
# of @mentions Nature of @mentions
Frequency & nature of response
Action taken based on conversation
# of DMs Nature of DMs Frequency & nature of response
Action taken based on conversation
Now you’re ready to tweet away!
Alexandra Tursi@tursitaSenior Communications Specialist at [email protected]
October 24, 2012 BTV & SB Schools Social Media Workshop @tursita
