#TwitterSmarter Recap: How Small Businesses Can Use Twitter to Drive Business

twittersmarter

: Besides Twitter, what other social network do you use the most and why?

Q1: How can Small Businesses benefit from their Twitter Presence?

  • Easy way to social listen to their brand: customer service, new leads, network
  • Twitter is a great way to expand your brand
  • Twitter makes is easy to spread the word about your brand and drive traffic to you blog, website, online store, or community
  • Twitter shows the world your brand listens AND responds to customers

Q2: How does Twitter fit into an overall social media marketing strategy for Small Businesses?

  • Twitter is the broadcast tool for your blog, promotions, how-to & best practice docs
  • Twitter is a powerful, scalable, and trackable customer service tool – some SMBs cannot afford a large CRM
  • Twitter helps SMBs find and engage with customers

Q3: What are some pro-tips for getting started with Twitter effectively to maximize your efforts?

  • The easiest way to get started is to get started 🙂 Get Tweeting
  • Find and follow competitors
  • Find and follow potential customers
  • Find and follow industry thought leaders and relevant hashtags
  • Join and participate in tweetchats
  • Don’t forget to create twitter lists
  • DO NOT AUTO DM!!!!!!!!!!!!!!

Q4: What are some best tips to use Twitter Analytics to Increase Audience Engagement?

  • Learn all about utm codes – make the most of your url
  • Measure and correct as needed
  • Important Google Analytics metrics: Pages per Session and Ave Session Duration
  • Google Analytics and utm codes will tell you the content your customers love

Q5: How can Small Businesses leverage Twitter as their customer service channel?

  • Along with easy engagement, the transparency of Twitter builds trust with customers
  • No phone queue or hold music on Twitter
  • You can engage on Twitter then direct a customer to a private chat when needed
  • Social listen and each out to unsatisfied customers – sadly, not everyone complains to you
  • When 2 parties follow one another, Twitter allows full and private conversations

Q6: What are Twitter tools that can help you boost visibility and attract new customers?

  • If you consider it a tool – tweetchats
  • Pinning tweets to your profile is must
  • Using a tool like to schedule your tweets is a time saver
  • Use to broadcast and network
  • Twitter Lists and a Hootsuite dasboard
  • Set up a branded url for your tweets

Q7: How can Twitter help Small Businesses to track conversations relevant to their services?

  • Hashtags and lists
  • Don’t forget the hootsuite dashboard

Q8: What type of content on Twitter drives best engagement and conversion?

  • Ask questions
  • I tweet out customer content from my community: how-to’s, best practices, product solutions
  • Infographics are catchy and make the content easy to digest

I hope this information is helpful – see you next week at #twittersmarter

Cheers,

Toby

#TwitterSmarter: Tips to Rock Your B2B Social Media Marketing

twittersmarter

My recap of the 1/19/2017 #TwitterSmarter hosted by @MadalynSklar &   Join the conversation every Thursday at 1pm EST.

: If you could have anyone in the world mentor you, who would it be?

Q1: How can B2B companies benefit from incorporating social media in their marketing strategy?

  • Social not only gives B2B reach, but allows companies to show how they are different from their competition
  • It increases knowledge share and creates educated customers
  • Social increases interaction, interaction builds trust, trust = relationships & SALES

Q2: How can social media help B2B companies with their global presence and outreach?

  • Social provide reach that enables you to connect with potential customers
  • Social allows you to easily tailor your message to your customer (no matter culture or platform)

Q3: How can you create memorable content on social media to help your brand visibility?

  • Create content that help your customer use your product better – tips & tricks – best practices
  • Create content that helps your customer before speaking about your brand

Q4: How can social media help you craft your unique brand messaging?

  • Social allows you to listen to what your target (and existing) customers are talking about
  • After listening to and learning from your customers, create content that fills that need
  • Listen to what your customer’s pain points are
  • Social allows your customers to complain to you (think community), rather than rant on a 3rd party platform
  • Social gives your salespeople content to open discussions – rather than: “I’m calling to check in”

Q5: How can you measure the success of your social media marketing for B2B companies?

  • Measure with utm codes within links and track via Google Analytics
  • Measure traffic to your site or electronic storefront – Discussions within your community – Blog subscriptions

Q6: How can social media be a competitive advantage for B2B companies?

  • Many use Social, few use it well
  • Just as you need to prove your brand / product is different – you need to do the same with your Social efforts
  • Don’t use Social because “everyone does,” find and utilize the platforms your customers are using

Thank you for reading – hope to see you at #TwitterSmarter soon and I look forward to your comments.  When embarking on your Social campaign, ensure you have the right lines in the water to balance reach with engagement.  This blog sums up this chat topic.

Best,

Toby

Communities ARE Social Media

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There is confusion about the relation between these two and the misunderstanding that communities are not social media.  Not so.  Social Media is a form of electronic communication that consists of different platforms; communities are one of those platforms.  How do you want to engage?

Social Media defined by  Merriam Webster:

Forms of electronic communication (as Web sites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content.

Online Communities defined by  CommonCraft.com:

An online community is a group of people with common interests who use the Internet (web sites, email, instant messaging, etc) to communicate, work together and pursue their interests over time.

Social networks like Twitter, Instagram, or Facebook are fun and sexy: they are used for social listening, brand promotion, and limited customer engagement.  Communities are electronic Town Halls that enable conversations and deeper engagement: customers provide feedback, comments, and questions; brands have obligation to respond.

No matter brand promotion, customer service, or customer engagement, you must understand your audience: what networks are they using, and where you are comfortable engaging.  As with anything: you need the right tool for the right job.  For social media, you need the right network to reach customers and have the right conversations. Communities are social media.

Where do your conversations happen?

Cheers,

Toby

 

 

Give Back – Pay It Forward

GiveBack

Last weekend I had the pleasure of returning to my high school alma mater, Pomfret School, to participate in their Career Expo.  I spoke to students about networking and the importance of building and protecting a social brand.  It was wonderful to share a topic I am so passionate about and give back to a place that has given me so much.  Eyes popped open.

Many use social networks and most of them do not realize the important of their personal brand and how easy it is to destroy it.  Your social media brand is one without context: a third party gives you a look and makes a decision based on the pictures you post and the comments you make.   I am not going into my entire presentation, but here are two of my slides that I believe offer some fantastic social guidance.

Brand

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I would love to discuss any and all aspects of social media and personal branding with you; please contact me.  The larger point of this blog is to give back to people and organizations that have touched you.  Writing a check will always be appreciated, but your time, knowledge, and experience is much more valuable.  Give back & pay it forward.

Best,

Toby

The Community Manager – Part 2

Content

In part 1, I introduced the community manager’s role in setting standards and mindset; this blog is about content creation.  If yours is an SMB size firm, you may be responsible for social media efforts in addition to your community responsibilities.  A larger firm may separate Social from Community, but you best understand the tools for listening and sharing as well as what makes content valuable to customers.

As a community manager, you engage with community members as well as socially listen to what others say about your brand: what do your customers like and care about, where are their pain points?  Don’t post to post; as a community manger, your focus is providing value.

No matter if it is internal or third party content, you should find and share things your customers will value.  A knowledge base article or YouTube video that solves a technical problem, a blog about upcoming product changes and what has been improved for their benefit, a piece written by a third party thought leader discussing industry trends.  Find and share things that help and educate them rather than simply promoting your brand.

Don’t push content… connect.

Looking forward to your comments.

Best,

Toby

Driving Traffic with Twitter

Twittersmart

This is my recap of the 2/4 #TwitterSmarter chat hosted by @MadalynSklar.  Join the conversation every Thursday at 1pm EST and learn how to optimize your Twitter game.

Question: What are your fave apps that help you shine on Twitter?

Answer: – all equal twitter success

Q1. Is Twitter still a great platform to drive traffic? Why?

  • Twitter not only provides targeted reach, but efforts can easily be tracked via Google Analytics
  • By utilizing hashtags, Twitter helps new users find you
  • Twitter is not only great for engaging – remember to socially listen too

Q2. How is driving traffic different today compared to a few years ago?

  • With better listening tools and measurement analytics, it is easier to know who to target
  • More tools available to tweet smarter
  • With all the helpful tools, sadly there are more bots and spammers too 😦

Q3. Who are the best people you follow on Twitter? Why?

Q4: How can Twitter help you generate new ideas and drive more traffic?

  • The more you participate, the more knowledge you find & contacts you make
  • The more you socially listen, the better you can target content (hashtags)
  • The more you engage, the more relationships you build & they will share your content
  • Ask questions, give answers, say thank you, like and retweet other’s content

Q5: How can you tell if your Twitter efforts are working or not?

  • Via Google Analytics: Sessions – New Users – Pages / Session – Ave. Session Duration
  • For Twitter: Likes and Like-Ratio – Retweets – Replies – Lists

Q6. Do you have any secret methods to drive more traffic using Twitter?

  • Be yourself – let your personality come through – share what your audience finds valuable
  • Thank people for Following you, Retweeting you, adding you to their lists
  • Retweet the content you find interesting
  • In business, tweet things that help your customers rather than promote your brand
  • Add pictures to your tweets

Q7. Should automation be used as part of your strategy to drive more traffic on Twitter?

  • The only automation I use is pre-scheduling tweets, not a fan of auto-responses
  • I am very careful with automation: I want to be efficient, but authentic as well

Q8 What do you think Twitter should do to get more users and remain competitive?

  • DO NOT expand the 140
  • Keep improving tools and analytics

Hope to see you at the next #TwitterSmarter – Look forward to chatting with you.

Think Before You Content

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It is important to find the relevance sweet-spot: a message that highlights you or your brand AND peaks the interest of your target audience.  Too often time is wasted on catchy visuals, perfect language and grammar, and over-sharing on social networks rather than what is most important: understanding your audience’s needs and what they value.

Ensure you understand:

  1. Who is your audience?
  2. What is important to them?
  3. How do they want to be reached?
  4. Is this for brand promotion or something my audience will value?

No matter a marketing piece, blog post, or knowledge base article, your goals should be:

  1. Quality over quantity
  2. Helping my audience

If you are writing with an internal focus or intent, you have not only wasted your time and resources, but your customers’ too.  Think before you content.

Thank you for your comments.

Best,

Toby

Find It, Store It, Share It

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We have all been there: during a browsing session you find a great article or blog, but don’t really have the time to dedicate to it right then and there; what do you do?   Have no fear, the tool exists that allows you to not only store it, but package it into a content-specific magazine.

Flipboard is a social media aggregator that brings the content of your choosing to you to your tablet or smartphone, then allows you to easily share it across your chosen social network.  It is not only a sharing tool, but an customer engagement method as well.  Create your own magazine and fill it with relevant content aggregated by Flipboard.  Now you have a content marketing piece to share with others.  Invite customers and brand advocates to curate the magazine with you – keep them engaged with you and your brand.

Here are 2 examples:

  1.  For Social Media Tips & Strategy: “Social Utilization”
  2.  Culinary Fun: “For The Love Of Food (And Wine)”

As always, I welcome your questions and comments.

Cheers,

Toby