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Posts Tagged ‘twitter

Is it context? Is it content…..? What is communications royalty this week…? Or shall we dispense with three word hyperbole and give ourselves over to wanting, and the reality of needing to manage, it all?

In this case we will need structure, and structure which takes us beyond flat content calendars… toward integrated engagement across all of our earned, owned and paid channels. This can be captured in a calendar which orders our engagement themes and channels and enables us to plan (simply, visually) for balance in what we say and do, in line with our communications strategy.

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This quick checklist is aimed at communications professionals on Twitter… who are likely to be, or want to be, tweeting for employers, clients or broadly as an individual in the industry:

1 State any client relationship within the tweet

If you mention a client, or share their news, or promotional content, whether they have asked you to or not, in a tweet, you should declare the relationship – for example this can be done neatly by using the #client hashtag

2 Declare financial compensation

Any tweets sent by any individual as part of paid advertising or social PR activity must include the #ad hashtag in line with UK regulations. This should be applied to your own tweets and if you ask any another person (e.g. blogger, celebrity, other influencer) to tweet for your client. If you are tweeting for any extended period of time as part of sponsored activity, also consider including a short description of the promotion in your Twitter bio during that period for absolute transparency.

3 Check any link before sharing

Read everything you tweet or retweet before sharing, if the tweet contains a link- check what it leads to – if you share without doing this your followers may not get what you bargained for. Sometimes tweeters will change or use uneexpected links  to spread viruses or other objectionable content, or for comedy value like @Glinner did here (the link he posts is not actually from the Huffington post as you might expect):

OK, an extreme example, but expecting this, or not? 😮 (Tip: this is not the original link the Huffington Post tweeted!)

pibct.jpg

4 Use the delete button

If you make a mistake, and no one else has yet screen-shotted or picked up on it… you can delete your tweet to avoid most people seeing it. That is, unless you are a US politician who falls foul of Politwoops:

5 Absolve your employer in your bio

Specify in your Twitter bio that your views are your own – unless you are specifically tweeting as a mouthpiece for your employer.

6 Double check your tweets when using management tools

Be careful if you’re managing multiple accounts (employer, client, your own, your secret identities) on a tool like Hootsuite, it’s all too easy to post to the wrong account by mistake. Always check which accounts are ticked and review the account you thought you were going to post to after you hit send, to see if your tweet does indeed appear there.

Companies who find themselves at the centre of a high-profile mistake like this would do well to take a leaf out of the Red Cross’s book and not take it too seriously. When the tweet above was erroneously put out on their Twitter account, they responded with humour and wit, rather than condemnation and drama, thus:

7 Build respectful, reciprocal relationships

Reciprocal relationships (you follow them, they follow you) with people you most want to reach is where Twitter is most valuable to communication pros, especially for those last minute asks. Always operate on a you scratch my back, I’ll scratch yours, basis, and try these tips for taking your use of Twitter to the next level.

A couple of weeks ago O2 ran an incredible campaign that was like a ‘choose-your-own-adventure’ experience.

A series of tweets told a story and encouraged users to click on different hashtags to take the next step.

Each journey ended up with a voucher showing that O2 users get the best deals on whatever they choose to do.

Bruce Daisley via Vikki Chowney

More about the o2 campaign

Last week while I was sunning myself my lovely colleagues at Porter Novelli hosted a Social media week event, presenting research into social media behaviour across Europe – focusing in upon gender differences. The event was run by our UK head of digital, Helen Nowicka, and entitled Men are from Foursquare, Women are from Facebook.

The presentation was based on the EuroPN Styles survey 2011 – an annual study of 10,000+ people across the UK, France, Germany, Spain, Portugal, Belgium and the Netherlands. In terms of Facebook and Foursquare, it found that European men check in more than women – for example in the UK 45% of UK men use social media to check-in to places compared with only a third of women.

The overall take-out for consideration across social media campaigns, including and beyond Facebook and Foursquare, is that:

Women tend towards interacting with friends and family, using social media to build existing and close connections, whereas men tend towards sharing their status, including location, and sharing opinions with those they do not know in person.

This is borne out with other platform stats – in the UK,  34% of men vs 27% women are on Twitter, and 34% vs 24% write a blog.

Of course demographic groups and individuals will always vary (stereotypes / categories = tensions in between)… but it is useful to have these overarching trends in mind. I, for example, have never been inclined towards checking-in, mainly for privacy reasons – but am far more likely to be found spouting unsolicited opinions than sharing holiday snaps with real-world nearest and dearest.

Perhaps I will take to Pinterest, like the other ladies (when I stop sulking about my name being taken)…  isn’t that a bit like opinions in the form of pictures? Apparently 83% of US users are female (I’m putting the current UK male skew down to early-adopter tech / marketing community excitement). On the other hand… I’d rather a thousand words than a picture most days.

(Disclosure: I am employed by Porter Novelli)

Coca-Cola is extending its Arctic Home campaign (a WWF partnership to save polar bears) with a mobile website that ties in with its Super Bowl ad campaign to drive charity donations. The advertising runs across three screens – television, mobile and social media.. [and] real-time information from the game will change how it displays. For each video a consumer shares to friends and family via Facebook and Twitter, Coca-Cola will donate $1 to its Arctic Home campaign. Coca-Cola will also donate $1 for each user who RSVPs to interact beforehand

Lauren Johnson

Virgin media “makes a point of responding to every customer online mention whether it is positive or not.” This approach helps Virgin achieve success where telecoms struggle in social.. developing conversations beyond complaints about connections… and consequently generating vast opportunities for positive PR.

I can vouch for this as a customer. I tweeted in frustration a few months back when I found it impossible to record a programme I was watching in delay TV. It’s hard to really explain this problem until you’re experiencing it.. but it’s incredibly irritating at the time…

Anyway @virginmedia tweeted back at me with “it’s hard to record things that are in the past.” This somewhat facetious answer made me laugh, told me they wouldn’t be solving the complaint and ended the exchange with a lulzy acceptance on my part. (And a few minutes reverie around Doc brown and the clock tower).

The example given by Brian Solis is:

In one case, a woman tweeted that her Virgin Media connection wasn’t working and her two year-old daughter was upset at having to miss her favorite TV show, Peppa Pig. Not only did Virgin send an engineer immediately, he was carrying a Peppa Pig toy for the little girl.

By joining up social media listening with other parts of their business, and employing Twitter community managers with the right mix of humour, humility and ingenuity, Virgin media are well positioned to reap dividends from positive sentiment generated by reactive social media engagement. On the flip-side, their activity highlights a vast swathe of missed opportunities for brands that are deaf or timid online.

In times of crisis that require an immediate impact, Twitter’s suite of pay-for-play tools can help do just that. Twitter’s Sponsored Tweets can rapidly keep content at the top of search results, and can now place results at the top of user feeds.

A particularly effective feature allows advertisers to target not only key search terms, but key users as well… For example, if you have a major crisis impacting parents, you can identify this subgroup and ensure your message consistently remains at the top of their streams. Messages that link to rich media, use hashtags, and feature a call to action (“RT PLEASE”) will usually garner the most attention.

Dallas Lawrence


This blog is about utilizing and optimizing the social web for business, pleasure and social change

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