The Standard Guide To Social Media Marketing – Chatper 2

Chapter 2

The word “tweet” may sound silly, but the results of tweeting are not. Millions of users on Twitter tweet updates every day including celebrities, media outlets, businesses, and musicians – They’re all part of the mix. Using Twitter is fun, easy, and it may take a few tries to get your message into 140 characters, but you’ll pick up some tricks along the way (like using to shorten your links!). Twitter is meant to be updated daily, so if you aren’t active, it’s harder to gain followers and create a presence. Writing quick tweets and @mentions to  customers is as simple as saying thank you for a recent order or sharing a link to an article you thought was a good read. Twitter is conversational, so as long as you have something to say, you’re  golden!

Twitter is a popular microblogging platform where users share short status updates including links to webpages, photos and articles. Twitter is a great way for smaller businesses to build a following, announce news or promotions and respond to customer questions, or even complaints. Being succinct in your tweeting is absolutely  essential on this platform. Say what you need to say in as few words and characters as possible.

Who’s on Twitter?


According to a 2012 poll by the Pew Internet and American Life Project, 15 percent of Americans who use the Internet are on Twitter, and eight percent tweet daily. Additionally, those in urban and suburban areas are more likely to use Twitter than their rural  counterparts. Those groups aren’t the only folks on Twitter, though. Mothers, young professionals, media outlets and more all have a strong presence on the platform. Twitter attracts small businesses who want to reach clients through the fast-moving platform. For instance, The Cupcake Truck of New Haven, CT, a mobile cupcake-selling food truck,  announces their location daily via their @cupcaketruck Twitter account.

The Value of Tweeting for Your Business


So, what can your business get out of a Twitter presence? Twitter allows you to connect on a personal level with potential and existing customers. As a small business, this is an incredible asset as you become a company your customers know and trust. Because you can quickly respond to customers’ tweets, you can build great rapport.

Getting Started

Twitter is all about conversation and making connections with others. Thus effective tweeting begins with tweets that are interesting,  informative or useful. Don’t waste character space with unnecessary words or phrases, and don’t bother sending out generic “Good morning!” tweets. Instead, focus on interesting observations, links to webpages, blog posts and articles (with a brief description beforehand) and responding to others with useful insight.

Twitter Terms:
Tweet – A 140-character message sent out by a Twitter user. All tweets are limited to 140 characters – including hashtags, links and mentions.

Hashtag (#) – A hashtag is a subject or topic mentioned in a tweet and indicated by a # mark. For instance, for Disney-related tweets, the hashtag might be #Disney and appear in or at the end of a tweet.

At (@) – The @ sign appears before a user’s name in a mention on Twitter.For instance, if you want to mention your friend (with a Twitter account),you’d use. @TWITTERNAME in your tweet (replacing TWITTERNAME with their handle.)

Avatar – The small picture that accompanies tweets. For people, this is
usually a headshot. For businesses, a headshot or logo could be used.

Connect – This tab at the top of the Twitter page takes you to where you can view your mentions (@s), messages and more. It shows you who has interacted with you and how.

Direct Message (DM) – A private message sent between two Twitter users who follow each other on Twitter. Other users cannot see this.

Follow – When you follow someone, their status updates appear in your Twitter stream. Likewise when folks follow you, your updates appear in their Twitter stream.

Handle – An individual’s Twitter name.

Mention – See At (@).

Retweet (RT) – Forwarding someone else’s tweet to your Twitter followers. When you hover over the tweet, simply click the “Retweet” button and then confirm that you want to send it.

Follow Friday (#FF) – A weekly event where Twitter users simply tweet folks they recommend others follow. This used to be quite popular, but isn’t so much anymore. If you try it, be sure to include reasons why to follow the Twitter users.

Twitter party/ Twitter chat –An organized meetup held for a specific
time duration. Those participating in a Twitter party or chat are connected by using a special hashtag. Users can follow the hashtag or use a third- party application such as TweetGrid to follow and participate. All participants must use the hashtag in their tweets during the party.

How Often Should You Post?

Like any social media outlet, it’s important to be a regular Twitter user. You build relationships with your followers and those whom you follow by being seen and heard on a regular basis. That said, you don’t necessarily have to tweet every day. Several times a week (and several times on those days) is fine.

What Should You Post?

Depending on your business, you may choose to post about daily specials, spread the word about events in your town or share links that discuss topics relating to your business or your customers’ needs. Remember that you are trying to reach customers, so you want to keep it friendly and interesting to them.

When crafting posts, think about these two important things:

• Focus on value, conversation and ease of use. If you are trying to point out a really cool blog post mentioning your business, link directly to it – don’t send them to it in a roundabout way. The more clicks it takes to get somewhere, the less likely the follower will actually see it.

• Write tweets that get people’s attention — in a good way. Tweets with too many hashtags or only links look like spam and lead to “unfollows,” lack of engagement and being ignored.

Retweeting 101

A retweet is sending a tweet from another Twitter user to your  followers. This allows you to share the love – making sure that your followers see interesting or informative tweets from others. Retweets should be interesting and relevant, just like your own messages. Be sure to maintain a balance—too many retweets can seem spammy.
Because retweeting is effectively supporting someone else’s words, be sure that you can get behind what they are saying as well. If you don’t agree, it’s probably best not to retweet it.

Engagement on Twitter

This is so important to remember: Twitter is about conversation and
community. In order to be part of the conversation, you have to participate through following and interacting with your customers, potential customers and those interested in your business.


Building your audience is a two-fold task. First, you need to follow others – this populates your Twitter stream with tweets. Be sure to follow individuals in your field and other businesses in your physical and professional community. Each of these will have shared interests with you.

By following others, you will see others begin to follow you back. This is a good starting point for building your audience. However, if you want to be a Twitter success your reach has to extend beyond that group.

Once you’ve built a following, the number of people you follow shouldn’t exceed the number who follow you. Also, while it’s  important for you to follow others, it’s not necessary to follow everyone (but you can, if you want to). For a more curated list, follow only those who interest you the most. But a hint: your list of followers should be substantial – even if it isn’t nearly as long as the list of  those who follow you. (This ratio should even out as you gain a following.)

One great way to reach more followers is through the use of hashtags. When someone searches for tweets with a specific hashtag, they find information relating to subjects they are interested in and can follow the Twitter users who send those relevant tweets.

Hashtag Use 101

Using hashtags is an easy and simple way to have your posts seen by many users. However, you need to be smart – and conservative – with your hashtag usage. How?

1. Choosing Hashtags – Only hashtag a tweet if it truly relates to the topic of the hashtag. For instance, if you make an observation about a television show, you might hashtag it with the name of the show or a popular abbreviation. If you tweet about a new product for use in kindergarten classrooms however, you’d want to hashtag it with popular education hashtags like #edchat or #kindergarten.

2. How Many Hashtags? – When hashtagging, limit yourself to no more than three hashtags per tweet – and vary the number you use per tweet. Using more threatens to make your tweet look more like one long link rather than an interesting and useful statement.

3. Avoid Hashtag Spam – Let’s say you find a Twitter party hosted by a brand whose users are similar to your demographic and you think, “Hey, if I tweet them, I can reach all those people.” While it’s okay to join the party, tossing the party hashtag on an unrelated tweet is Twitter spam and will garner you a bad reputation among other Twitter users.

9 Things You Should Know about Hashtags:

1. Hashtags should pertain to the topic of your tweet.

2. Don’t overuse hashtags – it looks spammy.

3. Limit your hashtags to 2-3 per tweet.

4. Using hashtags can help you connect your business to others with similar interests.

5. Anyone can create a hashtag at any time.

6. Hashtags are searchable on Twitter, helping people find interesting tweets and users.

7. Clicking on a hashtag brings up all the recent tweets that used that

8. Hashtags can be used to tie together posts in a Twitter party or chat.

9. Hijacking a hashtag with an unrelated tweet is bad form.

10 Twitter Mistakes to Avoid

1. Not having an avatar – This is a rookie move that will make people distrustful of anything you say.

2. Not including your website URL on your profile – You want people to find your business beyond Twitter, don’t you?

3. Tweeting irregularly – Regular tweeting keeps you relevant.

4. Only tweeting links to your website – No one likes a braggart.

5. Using too many hashtags – It looks spammy and people won’t pay attention.

6. Not using hashtags – You’re missing the opportunity to broaden your reach!

7. Not following anyone – Twitter is about the conversation. You have to be a part of the conversation.

8. Not replying to @ mentions – This is like being at a cocktail party and ignoring those who want to talk to you.

9. Having a private Twitter account – If your account is private, people can’t see your tweets unless you allow them to follow you. You’re a business. You should want people to see and interact with you.

10. Tweeting unkind or rude thoughts – Really, no one should do this. But especially not from your business’s.


The Chapter 3 will be contiuned on next update …

This article is originally taken from The Defentive Guide To Social Media Marketing by Skadeedle.


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