1. Creating a Twitter
strategy for your
Text
business
Mihaela Vorvoreanu, Ph.D.
@mihaela_v
Lafayette, IN Tweetup #2 Nov. 2, 2009
http://prconnections.net @mihaela_v

2. About Dr. V
‣ Faculty, Communication Studies,
Clemson University, University of
Dayton; College of Technology,
Purdue University.
‣ Research fellow, SNCR
‣ Published research:
‣ Public Relations Review
‣ Journal of Website Promotion
‣ Journal of New Communications
Research
http://prconnections. net
@mihaela_v

3. Questions:
1.Should my company be on Twitter?
2.How do I use Twitter strategically?
3.What do I tweet about?
4.How do I measure the results of
Twitter activity?
http://prconnections. net
@mihaela_v

4. Should my company be on
http://prconnections. net
@mihaela_v

5. Should my company be on
Audien
http://prconnections. net
@mihaela_v

6. Should my company be on
Audien Goals
http://prconnections. net
@mihaela_v

7. Should my company be on
Audien Goals
‣ Is your audience
on twitter?
‣ Is your audience
online?
‣ Does your
audience read
blogs?
http://prconnections. net
@mihaela_v

8. Should my company be on
Audien Goals
‣ Is your audience ‣ What are your
on twitter? goals?
‣ Is your audience ‣ Can people on
online? Twitter help you
accomplish them?
‣ Does your
audience read
blogs?
http://prconnections. net
@mihaela_v

9. Should my company be on
Audien Goals
‣ Is your audience ‣ What are your
on twitter? goals?
‣ Is your audience ‣ Can people on
online? Twitter help you
accomplish them?
‣ Does your
audience read
blogs? Listen
&
Monitor
http://prconnections. net
@mihaela_v

10. Should my company be on
‣ Are you ready for long-term
commitment?
‣ Can you make it part of a number of
employees’ job description? (more
than ONE)
‣ Are you ready to hear criticism?
‣ Are you ready to change based on
feedback?
http://prconnections. net
@mihaela_v

11. How do I use Twitter
‣ Based on: Publics & Goals: Set measurable
objectives
‣ Create Twitter strategy:
‣ What do we tweet about?
‣ How often?
‣ Who tweets?
‣ How do we handle (customer service)
questions?
‣ How do we handle criticism?
‣ Following policies
http://prconnections. net
@mihaela_v

12. Twitter tactics 1: Getting
http://prconnections. net
@mihaela_v

13. Twitter tactics 1: Getting
‣ Listen – monitor relevant topics/
conversations
http://prconnections. net
@mihaela_v

14. Twitter tactics 1: Getting
‣ Listen – monitor relevant topics/
conversations
‣ Set up account: bio, link, background,
photo (who’s tweeting?)
http://prconnections. net
@mihaela_v

15. Twitter tactics 1: Getting
‣ Listen – monitor relevant topics/
conversations
‣ Set up account: bio, link, background,
photo (who’s tweeting?)
‣ Start tweeting (build up twitter cache)
http://prconnections. net
@mihaela_v

16. Twitter tactics 1: Getting
‣ Listen – monitor relevant topics/
conversations
‣ Set up account: bio, link, background,
photo (who’s tweeting?)
‣ Start tweeting (build up twitter cache)
‣ Follow people slowly (don’t follow 800
people in one day – or even 100) – start
with close circle (people you know)
http://prconnections. net
@mihaela_v

17. Twitter tactics 1: Getting
‣ Listen – monitor relevant topics/
conversations
‣ Set up account: bio, link, background,
photo (who’s tweeting?)
‣ Start tweeting (build up twitter cache)
‣ Follow people slowly (don’t follow 800
people in one day – or even 100) – start
with close circle (people you know)
‣ Keep tweeting
http://prconnections. net
@mihaela_v

18. Twitter tactics 1: Getting
‣ Listen – monitor relevant topics/
conversations
‣ Set up account: bio, link, background,
photo (who’s tweeting?)
‣ Start tweeting (build up twitter cache)
‣ Follow people slowly (don’t follow 800
people in one day – or even 100) – start
with close circle (people you know)
‣ Keep tweeting
‣ Monitor feedback & tweets about you
http://prconnections. net
@mihaela_v

19. Twitter tactics 2:
1. Not you 2. You
‣ interesting news in
your field ‣ provide useful
information, services
‣ useful resources,
links, people ‣ links to blog posts
‣ interesting/neat things (how?)
in your community
(local or interest- ‣ employee stories
based)
‣ human side of
‣ personal, non- company
business
‣ comment, respond, RT
http://prconnections. net
@mihaela_v

20. Links to blog posts
‣ Make a statement or ask a question: Does
Twitter matter in education?
‣ Indicate it’s a blog post:
Does Twitter matter in education? New blog
post:
‣ Use a URL shortener
‣ Use a URL shortener that provides metrics –
i.e. bit.ly, cli.gs
‣ Monitor source of incoming traffic to blog/
http://prconnections. net
@mihaela_v

21. Following policy
‣ Who do you follow?
‣ How do you find people to follow?
‣ Do you follow back everyone who follows
you?
‣ Do you contact/greet each new follower?
‣ NO auto-DM or auto anything!
http://prconnections. net
@mihaela_v

22. Twitter tactics 3: Keep
‣ Learn from: Twitter users, other
companies
‣ Monitor blogs for emerging best
practices in Twitter use
http://prconnections. net
@mihaela_v

23. Listening and
Free tools:
‣ Twitter search http://
search.twitter.com
‣ twends
‣ TwitScoop
‣ tweetizen
http://prconnections. net
@mihaela_v

24. @ me!
Dr. V: Mihaela Vorvoreanu
Twitter: @mihaela_v
E-mail: mihaela@purdue.edu
LinkedIn: http://www.linkedin.com/in/
mihaelav
Blogs: http://prconnections.net
http://prconnections. net
@mihaela_v