Making Twitter really work for you

So, you’ve set your business Twitter account up and it’s running nicely and you’re gaining some followers and attracting some attention.

Now it’s time to ramp it up!

Here are some ideas to make Twitter work better for you; to get the message out there more effectively.
As I covered in a beginner guide to Twitter, there are a few unwritten rules and if you don’t use them it irritates people and they are less likely to follow.

This is a community and you need to know how to interact in it.
You should also be aware that the followers you gain won’t all be your target audience. Far from it. But they will know people who know people etc and the word is spread around in a halo effect.

But essentially you should remember, people will only follow if you:
o are interesting/fun
o share information (and not just about yourself or your company)
o engage with others
o keep it ‘real’

How to grow your Twitter audience:

1. Take off your corporate hat
Be a real person. Talk about the coffee machine or a colleague wearing a bright shirt to work today or that you got your fingers stuck in an Airwick thingumyjig.
They may seem totally frivolous and pointless, but if you drip them in amongst your other Tweets, it makes you seem human and less faceless and part of the twitter community. These sorts of Tweets will help others warm to you and want to follow as you are not just talking shop all the live long day.
DO NOT be overtly ’spammy’. If you are blatantly marketing people just won’t follow but if you do it in an interesting and engaging fashion, they will.
Ask yourself: would you want to read that Tweet if you were in your reader’s shoes?

2. Talk to people.
If someone includes you in an @ Tweet answer them. If someone sent you an email you wouldn’t ignore it, so don’t ignore Tweets.
Unless of course you’re Oprah or Demi Moore and then it’s allowed! And don’t feel you have to push a link on them. Just talk, chat, chew the fat, show that you are genuine and not just trying to push the company onto them.

3. Take pictures.
A little more time consuming but it does add another fun element to the account and, again, makes you look human and gives that ‘what a great place that must be to work’ feeling.
Snail racing, fundraising events, something funny someone wears, something interesting that arrives by post, a Halloween dress up day – if you think to yourself ‘I must tell my friends about this’ chances are it will make a great Tweet.
Innocent (the drinks company) does it really well, turning the process of making new labels for their bottles into something interesting and fun!

To upload pictures you can use Twitpic which is used through your Twitter account. You just sign in with your Twitter user name and password and then click on upload photo. You can also add a message and then post it. Really easy.

4. Go out into the big wide blogosphere.
In order to ‘tell’ people that you are on Twitter you need to get out there and rub shoulders will other bloggers/writers/Twitterers.
If you read an interesting article and you think it’s relevant to RB, Tweet it.
Show that you are out there and engaging.

5. Have fun
Tweets don’t have to be straight down the line informative. You can play around with them and make them more interesting.
Try to be less corporate.
Don’t just say: We’ve got some new products in: Check them out
Say: If you thought XXX was groovy/inspirational/funny, check out our newcomers: www.linktoyourstuff.com
Live and breathe marketing/HR/R&D?. Check out our job site etc etc
Who knew an empty smoothie bottle could solve a wobbly table
Colleague Jason is blogging about being blue and her inner demon! Pop over and comment if you’re suitably intrigued.
It’s only Haribo and coffee keeping me going today.
Basically you need to give people a reason to come over and follow, over and above just reams of information about the company.

6. Use lists to find followers.
In November 2009, Twitter added a new function to it’s profile pages which allows you to draw up lists of your followers.
It means you can easily store away your followers in manageable ‘folders’.
But it’s best use for companies is that it makes it easier for you to find new tweet accounts to follow.
So for example, if you go into an account you are following that you think is a really good connection and click on ‘listed’ (top right hand side next to ‘following’ and ‘followers’) it gives you a list of where that person has been listed and the name of the list they are in: Work at home mums, or local businesses, or green causes or business mavens etc.
If you then click on that list you have a whole load of twitters similar to the one you are following, along with their recent tweets.
It just makes the haystack that little bit smaller!

7. Be relevant when linking to other articles
If you read something really interesting and want to link to it, make sure you say why it’s interesting or why it’s worth a read or how you feel about it. Don’t just post a link and say: read this. Would you click through?

8. Make yourself heard.
If you are tweeting a link to an article you found interesting, don’t you want the person who wrote it to know you’re talking about them? They may just come over for a visit to find out more about you. They may even decide to follow. But they can’t do any of these things if they aren’t aware that you have been singing their praises.
Check to see if they are on Twitter. Check their home page to see if they have a ‘follow me’ Twitter widget or if do a Twitter search for them.
Then add them to the tweet: Reading ‘How I grew my home business into something inspirational’ by @kerrywillis

9. Remember why you’re tweeting.
It sounds obvious, but sometimes you need to go back to basics. What do you want out of Twitter? Do you want to interact with customers, share information, offer tips, show what it’s like to work at the company?
Have a plan and stick with it.

And happy Tweeting!

Stop poo pooing Twitter and sign up already

I hold my hands up and confess that I was one of those people who actually said: “Twitter? What a load of old rot. It’ll never catch on.”

Well, what do I know?
Not only has it caught on, but is one of the fastest growing digital sites and is about to take over the world . . .

Twitter is a fast moving and very effective way of talking to an audience; of sharing news and links and interesting information.
However, in order to maximise its use and reach and to ensure that you are not operating as an ‘island’, you need to build up a following so as many people as possible can see what you write.
And in order to do that there are certain essential elements which must be adhered to, to ensure you communicate and engage with other twitters in the best way possible.

Twitter works on our desire to be social, to keep up with what’s going on with people we are interested in. This means if you want to promote what you’re doing, the way you do it is of the utmost importance.

It was actually through Twitter that I discovered Michael Jackson had died. Long before any TV channel had picked it up.
It was through Twitter that I acquired my accountant. Someone recommended her, I followed her, liked what she had to say and the way she engaged with people and so contacted her and now do business together.

But, you’re thinking, how on earth can Twitter help my business?
Well, it can. If you approach it properly and don’t do what some hugely annoying people do and turn it into a spammy billboard for their wares.
It is an investment in time, but it could just add an extra dimention to your social media outreach.

As with any social media site, there are rules and guidelines for engaging with others. Follow these and you will find Twitter will work for you.
Fail to follow these and you will just annoy people. And possible do your company or your brand damage.

So what are the rules? What do you need to know to ensure you don’t make a fool of yourself?
Read on to see what basics you need to put in place before you kick off your Twitter activity.

5 ways to make Twitter work for your business:

1. Have an appealing home page
If it is dull and boring it will never give possible followers anything to hint that you would be a good person to follow.
The home page acts as almost a shop window and should make people WANT to follow. At the very least you should have a logo or a picture on there. There are plenty of sites offering free customised backgrounds now. Some also allow you to add other links such as Linkedin, Facebook etc.

Also your bio is very important as it offers another incentive to follow. If it doesn’t grab attention, or ‘speak’ to your audience, why should they bother following your tweets? Don’t be too corporate with it – make sure it’s something you think about rather than something you just throw together at the last minute.

2. Advertise your Twitter account.
Let people know that you are twittering. Add your Twitter address to your email footer and any other channels (blog, social network profile, websites, internal news items). Tell people it’s there! Be as committed to getting the word out as you would be say your mobile phone number or email address.

3. Follow more people.
Twitter works like a series of veins and capillaries, spreading word far and wide. But this only works if you have a large and relevant following.
You can use Twitter’s own search tool to find others to follow. Media channels, relevant companies, individuals, key words, brand names etc
When you start following these relevant people you then have access to all the people that they follow who will probably be in the same field. You can find these on the right hand side of a person’s home page at the top. It takes time to visit their follows to see if they are worth you following, but they are more likely to be your target audience, so it is worth the extra effort.
If you click on the picture of someone you fancy following, it takes you to their home page where you can read their full bio and see their recent tweets and who they interact with.
The general rule of thumb is: follow where you want to be found.

4. Use key words in your Tweets.
This is what can draw followers in to see who you are and what else you have to say.
On the Twitter search you can type in any word or phrase and it will bring up all the twitterers who have used that word recently. So words relevant to your field - keep fit, personal training, work at home, cupcakes - will help people find you.
And think about what you would want to read if you were one of your customers looking in.

5. Tweet more
Once or twice a day just isn’t enough. You need to tweet early and tweet often.
Regular tweeting is an investment to your company’s public profile and can give great returns. And by giving regular updates you are staying fresh in the minds of your followers and helping with brand recognition.
So, ask questions, join conversations, make comments, offer information. Engage with the Twitter community rather than expect them to come to you.

You can upload Tweetdeck onto your desktop so the conversations are always there, but you can keep it in the background while you work. Notifications pop up in top right hand corner of your screen when something is posted on there and you can either chose to go and see what is being said or just ignore until later.
It is easy to use and you can personalise it with searches for keywords if you need.

6. Retweet
Sharing interesting things you see out there from others will show that you are interacting and not just operating as an island. Give, give, give.
If you see an interesting tweet or one that links to an interesting article that you think your follows would also like to see, pass it on to them by retweeting it.
To retweet you just need to copy the original tweet and put RT at the start of it.
Eg: RT @bbcnews: Local firm bucks the recession
You can also add your own comment too, if you wish.
Eg: Really interesting read: RT @bbcnews: Local firm bucks the recession

7. DO NOT be overtly ’spammy’.
If you are blatantly marketing people just won’t follow. But if you do it in an interesting and engaging fashion, they will.
Twitter is like Facebook updates but for grownups! It needs to be engaging, fun, interesting and ‘human’. Try to put yourself in a reader’s shoes and think what you would find interesting.
If you just post link after link to the company resources people will switch of.
If you just blurt out “Click here to see XXX!” then you closely resemble the people handing out crappy pamphlets at the train station, that end up in the bin seconds later.
So drop the advertising tone. You don’t talk to your friends like that, so don’t do it on Twitter.

8. Don’t be a link bore.
Sure you can put links to company assets in (Facebook, jobs page, Linked In profile etc) – just don’t do it all the time. That way you are only talking at your followers and who wants that?
You can start to sound cold and premeditated and people will start to overlook whatever links you out because they will assume it’s nothing of value.
Give a compelling reason to click through. Add humour, be interesting. You don’t always have to link to anything either. Just inform.
If you make sure this is your every day practice then you can actually get away with a few generic links dotted here and there. But if you fill your stream up with links then you are really of no value to your followers.

9. Have fun.

Why PR is essential to your small business right now

It seems utterly ridiculous doesn’t it? Here we are in the middle of a crippling ecconomic downturn and I’m banging on about forking out money on media communications and and you’re more worried about paying the milkman.

I mean who wants to spend their cash on media strategies when customers are drying up faster than the plotlines on Heroes?
Money is tight, you can’t afford to keep splashing out on mochachoccawoccachinos any more, and here I am telling you to go spend your money on something that – I’m guessing – was the first thing to go when you overhauled your accounts.

Well, let me tell you why is it vital you spend your money on PR right now.

Yes, that’s right, I said it’s vital. Write it down, underline it. In red.

Whatever you think of the press and the various media outlets, people still view these institutions as experts.
Be it online or traditional media, radio stations or someone’s influential blog, if they say something is groovy and worth taking note of, people sit up and listen.

If you run an expensive advert in say your local newspaper about your newly launched cupcake business which specialises in all things chocolate you may get a few new takers.
If, however, you create a chocolate mountain of your finest and attempt a World Record attempt at the tallest cake tree in history or ask a local group of scouts to see how long it takes them to eat it, then suddenly you have become a quirky story that your local newspaper will be interested in and ‘would you mind having your photo taken next to it, with your pinny on and a smear of chocolate across one cheek?’

Why spend a fortune on advertising when you can get FREE advertising using PR?

 

It’s a no-brainer really.
If your story runs in the local paper with a little head and shoulders picture of you looking all smiley and nice you will become just a little bit famous and people will probably recognise you in the supermarket.

When I worked in newspapers I met so many people who spent hundreds and hundreds of pounds on advertising.
Sometimes it worked, usually it didn’t. They did it because they thought it was the thing to do. And it didn’t work because they didn’t target the ad at their specific market.

So then one day I would send one of my writers along who’d say, ‘hello, we’re doing a story on National Tea Week and we’d love to feature your tea rooms’, or ‘some big celeb has lost lots of weight through hypnotherapy, can we talk to one of your therapists about it?’
Suddenly they’re getting the sort of great coverage that money simply cannot buy.

Getting your name out there doesn’t have to be expensive. It all depends how much time and effort you want to invest in it. Hell, you can even do it yourself - and if you’re not sure where to start try our Give Your Biz the Buzz guide full of hints and tips on how to navigate your way through the minefield that is your local news desk and how to get yourself heard in a crowded market.

Don’t wait for the press to contact you. Be proactive. Be creative. Be seen.

 

Think outside the box (and if you ever EVER hear me use that phrase again, you have my permission to slap me).

Want more tips and advice? Stick around by clicking here and subscribing and I’ll try and hold your hand through the muddy waters.