Twitter 101

Twitter 101
Martin-Wilbourn Partners

Twitter
• Twitter has more than 500 million users
• 60% Female, 40% Male
• 120,000 tweets are posted every second
• 340 Million tweets are posted per day
• Every day, 1 million new accounts are
created
• 43% of Americans are exposed to tweets
from traditional media

Twitter
• 64% of Twitter users are more likely to buy
products of brands they follow
• 53% of users have recommend
companies and products on Twitter
• 50% of shoppers have made a purchase
based on a recommendation posted on
social media
• Engagement levels among Twitter users
rose from 69% in 2011 to 76% in 2012

Twitter: Super Bowl
• 26 Super Bowl commercials included
Twitter references.
– Four referenced Facebook
– One referenced Instagram
– One referenced YouTube
– Zero referenced Google+
• Twitter increased its hashtag mentions
by 300% over the course of 2011

Twitter Glossary
• Blocking – Action used to keep someone on Twitter from
following you or adding you to their lists, resulting in no
mentions of them being delivered to your Mentions tab.

• Deactivation – A way to remove a profile from Twitter.
Information from deactivated profiles remains in Twitter’s
system for 30 days.

• Direct Message (DM) – Private, 140-character message
between two people. You may only DM a user who follows
you.

• Favorite – To mark a tweet by clicking the yellow star next to a
message. Marked posts are housed in your personal
“Favorites” section.

Twitter Glossary
• Follow – Subscribing to someone’s tweets or
updates.

• Follow Count – Quantity of people or accounts
you follow, and how many people or
accounts follow you.

• Follower – Twitter user who has followed you.

• Following – Reflects the quantity of other
Twitter users you have chosen to follow.

Twitter Glossary
• Handle – Username selected by a user and its
accompanying URL (i.e. @BrentSGambill and
Twitter.com/BrentSGambill).

• Hashtag (#) – The # symbol is used to denote a
topic of conversation, allowing users to
participate in a larger linked discussion (i.e.
#Braves, #MadMen). A hashtag is a discovery tool
that allows others to find your tweets, based on
topics. You can also click on a hashtag to see all
the tweets that mention it in real time – even from
people you do not follow.

Twitter Glossary
• Listed – To be included in another Twitter user’s list. Listed
numbers and details appear in the statistics section of your
profile.

• Lists – Curated groups of other users. Used to tie specific
individuals into a group on your Twitter account.

• Mention (@) – Referencing another user by including the @ sign
followed directly by their username (i.e. @LRChamber) in a
tweet. Users are notified when mentioned. It is also a way to
conduct discussions with other users in a public realm.

• Modified Tweet (MT) – Placed before the retweeted text when
users manually retweet a message with modifications, for
example shortening a tweet.

Twitter Glossary
• Name – A listing separate from your handle. It can be different
from your username and is used to locate you on Twitter. Must
be 20 characters or fewer.

• Profile Picture – Personal image uploaded to your Twitter
profile via the Settings tab of your account.

• Promoted Tweets – Tweets that businesses have paid to
promote. They appear at the top of search results on Twitter.

• Protected/Private Accounts – Twitter accounts are public by
default. Choosing to protect your account means your tweets
will only be seen by approved followers and will not appear in
search results.

Twitter Glossary
• Reply – Tweet posted in reply to another user’s
post, usually posted by clicking the “reply” button
next to their tweet in your timeline. Always begins
with @username.

• Retweet (RT) - Re-posting or giving credit to
someone else’s tweet. The retweet button allows
instant sharing of another’s full embedded post.

• Retweet with Comment - Re-posting or giving
credit to someone else’s tweet by manually
cutting and pasting content into a post.

Twitter Glossary
• Timeline – Real-time stream of tweets you see on your
homepage. It’s comprised of updates from users you
follow.

• Trends – Subject algorithmically determined to be one of
the most popular topics at the moment on Twitter.

• Tweet – 140-character message.

• Unfollow – To cease following another Twitter user. Their
tweets no longer show up in your timeline.

Twitter Glossary
• URL – Uniform Resource Locator (URL) is a web address that
points to a unique page on the Internet.

• URL Shortener – Turns a long URL into a shorter URL. Shortening
services can be found online (i.e. Bitly, TinyURL).

• Username – Also known as a Twitter handle. Must be unique
and contain fewer than 15 characters. Is used to identify you
on Twitter for replies and mentions.

• Verification – Process whereby a user’s Twitter account is
stamped to show that a legitimate source is authoring the
account’s tweets. Sometimes used for accounts who
experience identity confusion on Twitter.

Twitter Tips: Branding
• Consistency
– Handles
– Bios

• Official Page

• Imaging
– Profile Photo
– Header
– Background

Twitter Tips: Organization
• Social Media Directory
– Page Managers

• Monitoring

• Training

• Page managers should use separate
mobile twitter apps for personal and
company

Twitter Tips: Content
• Consistent posting

• Include links
– Tweets with links are three times more
likely to be RT’d

• Be timely

• Specific words can lead to a higher rate
of retweets

• The most commonly retweeted words:
– You
– Twitter
– Please
– Retweet
– Post
– Check out

• Posts with more than 118 characters on
Twitter have less engagement.
– Users do not want to read longer tweets, and
retweets with comments are more difficult to
retweet.

• Grammar matters. Use proper
punctuation.
– Colons and periods are the most commonly
used punctuation.
– Question marks and semicolons are not
commonly used.

• How many tweets per day?
– Research indicates ten to twenty tweets is a
good daily average for brands.
– Infrequent posts can lead to unengaged
followers.
– Over-tweeting leads to engaged unfollows.

• Engagement is higher on posts with photos.
– Instagram no longer embeds photos on Twitter.
– Twitter has photo filters?

• A common mistake is starting a tweet
with @someone for a post meant for
the public.
– When a tweet begins with @someone,
only the two accounts (one posting and
one mentioned) will see the post, along
with anyone who follows both.

Twitter Tips: Hashtags
• The hashtag was first used in August 2007.

• A hashtag is a ”tag” used to categorize tweets according to
topics.

• To add a hashtag, you preface the relevant term with pound
sign (#).

• It allows people who follow a topic to find your tweet and
hopefully follow you.

• You can create your own business hashtag.

• Be careful of using trending hashtags
– Example: #LRChamber #WPS #MWPartners

Twitter Tips: Hashtags
• Use sparingly & respectfully

• Search a hashtag before using it

• Hashtags provide useful context & cues for topics

• Excessive use causes annoyance, confusion or
frustration

• Use hashtags when it adds value, not on every word in a
post

• Create an official hashtag for your business

Twitter Tips: Engage
• Communicate with users who engage with
and mention your brand.

• Negative tweets will happen.
– Customer service is #1.
– Respond. Be personable. Be polite.
– Next step is to move to phone or email contact.

• Follow other users.

• Respond to new followers.

Twitter Tips: Customer Service

Twitter Tips: Policy
• Create a Social Media Standards &
Practices Guide
– Provides rules for employees
– Page managers need expectations for
their work on social media
– Involve public relations strategies

Martin-Wilbourn Partners
• Follow me at @BrentSGambill
• Follow us at @MWPartners
• Website: MWPartners.com
• Blog: MWPartners.com/Podium

Twitter 101

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Twitter 101