This document provides guidance on using Twitter for organizational goals. It discusses social media usage statistics in the UK, basic Twitter functionality and etiquette, strategies for producing and choosing content, measuring influence and engagement, integration tools, troubleshooting, and crisis management. Examples are given of effective Twitter campaigns for missing children and IBM events that led to increased awareness, followers, retweets, website traffic, and press coverage.
4. Social Media Usage UK
• More than half of pensioners now on Facebook
• 37.4m adults use Facebook regularly
• 32.1m adults use YouTube regularly
• 15.5m adults on Twitter
• 7.9m adults on LinkedIn
• 6.7m adults on Flickr
http://www.umpf.co.uk/blog/social-media/social-media-usage-in-the-uk-the-findings/
30. Lead the conversation
• Keep an eye on trending topics and if they are
relevant to you, get involved
• Use a popular # strategically to get more clicks
on links
• Mention @ prominent figures within your
industry
• Don’t be a broadcaster, be a conversationalist
38. • 25th May, 2011 - International Missing Children’s
Day
• Raise awareness and increase supporters
• Tweeted a different missing child appeal every 30
mins for 24 hours
• Scheduled tweets
• Team of tweeters
• 6 weeks of planning
39. • 5,500 new followers in one day
• 8,000 RTs and mentions
• 600% increase in website traffic
• Trended in UK
• Significant press coverage
43. IBM Lotusphere 2011
• By mid event there were over 20,000 tweets
using the #ls11 hashtag
• Their site’s video channel saw 34,000 views
• By the end of the event more than 35,000
tweets with #ls11 had been sent and over
9.500 were RT’d
• IBM calculated more than 41 million total
impressions on twitter for the campaign
http://mashable.com/2011/07/06/twitter-campaigns/
59. Social Media Guidelines
• Encourage staff to engage and talk about your
brand on twitter
• Be clear about your company caveats
• Keep your community rules simple & share
them with everyone
• Request that employees using their own
accounts preface their comments when they
relate to your brand