Twitter May Not Be For You

I really enjoy and utilize the connections and conversations I have on #Twitter.  I believe it is a wonderful platform for customer service, marketing, SEO, and general learning.  But… (you knew it was coming), it’s not going to work for every brand or product.

What works for one audience does not guarantee success for another.

1.  Ensure you are looking at your metrics and results.

2.  Test other platforms.

3.  Experiment with content types.

What people must understand about Social:

1.  There are NO silver bullets (platform or content type).

2.  Relationships and conversations matter (and take time to build).

Let people know who you are.  Ask questions.  Give answers.  Entertain and add value.  Always measure your efforts.

Cheers,

Toby

Graphic credit to Clapp Communications

Optimize Your Twitter Profile

My recap and answers I provided for the 4/5/2018 #TwitterSmarter chat hosted by @MadalynSklar and guest @dmboutin.  Join the conversation every Thursday at 1pm EST and build your Twitter chops.

Q1: Why is it important to create a perfect Twitter profile that attracts followers?

• Your Twitter profile create a first impression and even trust
• Your Twitter profile gives others insight into who you are
• Your Twitter profile tells people your experience / talents and how you can help them

Q2: What are key features to highlight when creating a look and feel of your Twitter profile?

• Key features to highlight: clear picture, hashtags (not too many), links to your site or LinkedIn
• Key features to highlight: Personal interests and fun facts
• Key features to highlight: professional skills – here is what I know and how I can help you
• Key features to (not) highlight: Ninja, Rock Star, The book or speech you are selling

Q3: How can a pinned tweet help you drive more traffic to your content?

• Pinned tweets are great and eyes naturally go to the top of the feed
• Pinning is great, but ensure you rotate the content

Q4: What are your tips for including clickable elements in your Twitter bio?

• What are your tips for including clickable elements – hashtags, but not too many
• What are your tips for including clickable elements – a link to your website, blog, or LinkedIn

Q5: How can your Twitter bio help you grow your email list for your business?

• Link to a Google Form

Q6: What are your top tips for making the most of the 160 characters in your Twitter bio?

• Provide insight into who you are as a person, what you like, what you do professionally
• The last 4 hashtags in my bio are meant to create connections & get me found in searches
• Don’t waste valuable space selling – make connections & build trust first
• If for a corporate account, what does your company do and how can you help your target customer
• Utilize hashtags to get found in search

Q7: What are some of the biggest mistakes people or businesses make with their Twitter bio?

• Avoid the “Egg”

Thanks @dmboutin you were a great guest and thanks to the Tweet-Boss @MadalynSklar #twittersmarter.  Thank you for reading and hope to see you at the next #twittersmarter chat.  I look forward to your questions and comments.

 

Optimize Your Use Of Twitter

My recap and answers I provided for the 11/30/2017 #TwitterSmarter chat hosted by @MadalynSklar and guest @AaronLee.  Join the conversation every Thursday at 1pm EST and build your Twitter chops.

Q1: What are the benefits of using Twitter for your business or brand?

• Twitter allows you to engage with customers and industry thought leaders
• Twitter is a great customer service triage and communication tool
• Twitter allows you share valuable content with your customers (and they can easily share it too)
• Twitter Lists and a @hootsuite dashboard make it easy to organize and respond to content – listen & engage

Q2: What are some under-used features of Twitter that can help boost your Twitter presence?

• If you are not Pinning, you’re not winning
• Keep checking the Analytics tab
• Not really a Twitter feature, but you best be tracking tweets with UTM codes

Q3: What types of content can help you get more traction on Twitter?

• No matter the format, ensure the content matches the interests / helps your followers
• There is no content type “silver bullet” – add value, help others, answer questions, ask questions, engage

Q4: How can content creation and curation help you build influence and reach with Twitter?

• If you provide value, others will not only Follow you, but help when you need it
• Valuable and honest engagement builds trust with your customers
• Some of the best content is often: “THANK YOU!”

Q5: What tools can help you maximize the effect of your Twitter activities?

• I use @TweetChat to participate in tweetchats
• I use my @hootsuite dashboard to follow my lists & schedule tweets
• I use UTM codes and @googleanalytics to track results and learn
• Don’t forget the built-in @twitter analytics

Q6: What tips can help you build a strong following on Twitter?

• Participate in tweetchats
• Don’t simply retweet, add your comments
• Don’t just tweet – engage

Q7: How can Twitter help a business or brand build authority with a specific audience?

• Twitter helps people and brands share knowledge
• Use listening tools to know what ppl are saying – find the right audience & engage
• Twitter makes it easy for customers to reach you: build advocates through outstanding service

Thank you for reading and hope to see you at the next #twittersmarter chat.  I look forward to your questions and comments.

Cheers,

Toby

Conversation Builds Your Network

Having conversations, being present, and engaging on social media are more important than Follower count and are the keys to success.  Tweetchats are a fantastic way to find great people to have these conversations with; this blog will discuss some of my favorite tweetchats.  Please give them a look, jump into a conversation, and build your network.

#ContentChat – Monday 3-4 pm EST hosted by Erika Heald @SFerika: This chat brings together content creators and content marketers to share their challenges and best practices for solving them.

#BufferChat – Wednesday 12-1 pm EST hosted by Buffer @buffer: Join this chat to discuss social strategy, platforms, and growing your audience.

#SproutChat – Wednesday 3-4 pm EST hosted by Sprout Social @SproutSocial and Vera Flores @sproutvera: Discussions around relevant topics and challenges that social media and community managers face.

#TwitterSmarter – Thursday 1-2 pm EST hosted by Madalyn Sklar @MadalynSklar: As the name suggests, this chat is about all things Twitter and Twitter marketing.

#HootChat – Thursday 3-4 pm EST hosted by Hootsuite @hootsuite: From tools, to strategy, and best practices – all things social media.

I participate in these chats because they are hosted and attended by knowledgeable people and relevant to my career.  If these do not interest you, don’t worry, there are many chats out there; do some research and find those that do.  No matter which one you choose, I recommend using TweetChat to follow and participate.  Hope to chat with you soon; I look forward to your comments and questions.

Best,

Toby

 

#TwitterSmarter: Manage Your Productivity and Time on Twitter

My recap and answers I have provided for the 9/1542017 #TwitterSmarter chat hosted by @MadalynSklar and guest @WriteOnLinline.  Join the conversation every Thursday at 1pm EST.

Q1: How important is setting time for content creation, blogging and networking on Social Media, including Twitter?

• A social calendar is priority one – too much is going on during the day to “wing it”
• Setting times for content creation and publishing must be build into your content / social media strategy

Q2: What are steps to consider when setting goals for your Twitter activities (content creation, promotion, engagement)?

• What % is Twitter in your overall plan? Is it the top, do you also manage a community?
• How are you using Twitter? Social listening, customer service, blog / community promotion
• How are you managing twitter – Hootsuite, Sprout, TweetDeck – How many on your team
• What is your triage plan for questions

Q3: What are your best tips for managing your time on Twitter and staying on top of your Social efforts?

• Build dashboards (@Hootsuite) from your lists
• Set notifications

Q4: How can you build a Twitter Strategy that maximizes your efforts, your time and drives results?

• Ensure you are measuring your efforts to know what works, what needs to be improved. UTM codes – Google Analytics

Q5: What are some tools that can help you manage your time and be productive on Twitter?

• Content calendar, @hootsuite dashboard, @hootsuite content library, google analytics
• A @trello board to keep your week organized

Q6: What are your favorite hacks to stay committed to keep consistent with execution and engagement on Twitter?

• Twitter lists of people by specialty.
• Social done well is about engagement and building trust, not something you “do.”
• Define success and measure your efforts
• Tweetchats

Q7: What are some simple techniques to balance real-time conversations and scheduling?

• I have never use auto tweets are replies – respond and make it personal
• Be authentic and share who you are
• Balance scheduled content with real-time interactions
• Balance personal content with 3rd party content

Q8: What’s your advice for anyone who’s starting out with Twitter & finds it challenging to be productive on a daily basis?

• Don’t try to read everything in your feed
• Ask a few questions and remember to thank people for their answers
• Join a tweetchat and network
• Lists and dashboards help you organize, consume, and respond

If Twitter is part of your business, and it better be, please join #twittersmarter to interact with fellow professionals and learn some great Twitter tips.  I look forward to your questions and comments.

Best,

Toby

 

#Bufferchat: Building Digital Skills

My recap of the 9/13/2017 #Bufferchat hosted by @buffer.  Join the conversation every Wednesday at 12pm EST.

Q1: How do you make time for building new skills?

• Building new skills must be done – boost your productivity and work smarter
• Often I learn about new tools during tweetchats, make note of them, then check them out later
• You cannot afford to not continuing to educate yourself

Q2: In your opinion, what are the 3 key skills marketers need today?

• The ability to listen – The willingness to respond – Pick the right social networks

Q3: Do you feel like marketers need to learn coding skills? Why or why not?

• Coding? I guess it depends on how the marketer is reaching their targets
• Having HTML knowledge is important

Q4: What do you think businesses can do to help close the “digital skills gap” that exists today?

• Do a better job with FAQs or Self-help documentation for their products
• Set up online communities so customers can visit, discuss, and learn from each other
• Online communities help your customers help each other (and lower costs) Sponsor meetups or write blogs that cover how-to issues
• Send their employees to training sessions

Q5: What are low-cost ways you can strengthen your digital skills toolbox?

• Tweetchats!
• There are many (free) online tutorials, start with YouTube
• Don’t just consume – blog about or upload skills you have – you may make some great contacts – share your knowledge
• Do some searching and find a community that covers the software or skill you want to learn

Thanks again @buffer – see everyone next week!  If you have questions about online communities, I am always happy to chat.

Cheers,

Toby

 

#Bufferchat: Building Your Social Media From Scratch

My recap of the 3/22/2017 #Bufferchat hosted by @buffer and @TrafficJamMedia.  Join the conversation every Wednesday at 12pm EST.

Q1: If you could only start off by investing in one social platform, how do you decide which one it should be?

• Look at features and reach
• If determining a community platform: features and cost vs free
• What platform does my target audience use?
• What analytics are built in, will you need a 3rd party tool?

Q2: How much time should someone expect to spend on social media per week?

• Depends what you are using social for: marketing, customer service, social listening…
• If you are on Social, you better be engaging when customers reach out
• Using a content calendar and scheduler tool will help streamline your efforts & make you efficient
• I monitor a community as well as social media – 2/3 hours per day

Q3: How do you find great content to share on your social media profiles?

• To find content I utilize my community, Google Play Newstand, LinkedIn Elevate, Twitter
• Through tweetchats, I have met thought leaders – followed them – share their content
• I participate in discussions on online communities with fellow Community Managers & Social Media pros

Q4: What are good “rules of thumb” for how often to post on various social platforms?

• I am posting and responding within my community every day
• I post to @LinkedIn once a week
• I post to @LinkedIn Elevate a few times a day as it gives content to fellow employees to share
• I am on @Twitter A LOT

Q5: What are some things to avoid when just starting out on social media?

• Trying to be everywhere ie using too many profiles
• Not having consistent brand identity across different platforms
• Not responding to questions
• NEVER USE AUTO DM’s or canned responses – tailor your answer
• Not utilizing utm codes and @googleanalytics

Q6: How can you start to measure the business value of your social media activity?

• Measure the increased traffic to your web site, your online store, knowledge base
• You can measure ROI in Knowledge Base Views / Correct Answers in your community – these equal case deflection
• In @googleanalytics – look at Sessions – Pages per session – Ave. Session Duration – all should be increasing
• Look to your CRM for cases before social, then cases after social – formal cases should go down
• In my community – I look for increases in: Questions – Engagement Rate – Correct Answers – Active Members

Q7: What’s your #1 piece of advice for brands just starting out on social media?

• https://tobymetcalf.wordpress.com/2015/12/21/too-many-social-lines/
• Know your budget: Financial AND time to participate
• Don’t be defensive

Thanks again @buffer – see everyone next week!

Cheers,

Toby

#Bufferchat: Risks and Experimenation

My recap of the 3/1/2017 #Bufferchat hosted by @buffer.  Join the conversation every Wednesday at 12pm EST.

Q1: If you’re up for sharing, what is a big risk you’ve taken in your life that ended up working out well?

• Getting married and having children

Q2: What was the last time you tried an experiment, or followed through with a new idea, at work?

• Being a Community Manager – every day is something new and full of experiments (& new relationships)
• A risk that paid dividends is handing community keys over to my members; asking for and counting on their help

Q3: What’s your process for starting an experiment (or anything new) at work? What steps do you take?

• Plan / brainstorm – make my case – get buy in – execute – measure – correct as needed
• Ensue it aligns with company goals
• Gather great brains to brainstorm

Q4: How do you know if it’s worth taking a risk at work or in life?

• What does your inner voice tell you

Q5: When you have new ideas, what’s your advice for getting more support from managers/leadership?

• Prove with data how is moves the company forward
• Prove how your idea will make your boss / department look good
• Ask for their opinion or strategy advice

Q6: What do you do if your ideas/experiments aren’t successful?

• Don’t whine or pout – understand why it did not fit into the strategy
• Ask if now is not the time, when would be the time
• Understand how your idea can be improved then make your case again
• DO NOT take it personally

Q7: What has been your biggest learning about risk-taking? Any tips to share?

• There is no reward or sense of personal fulfillment without risk – plan and go for it

Thanks for reading – I look forward to you comments and hope to see you at the next #bufferchat.

Cheers,

Toby

 

#Bufferchat: The Art of Storytelling

My recap of the 2/8/2017 #Bufferchat hosted by @buffer.  Join the conversation every Wednesday at 12pm EST.

Q1: In your opinion, what are the fundamentals of a great story?

• A great story is one that others can relate to and are inspired by
• A great story teaches a lesson & inspires

Q2: Why infuse storytelling into marketing?

• Add storytelling to marketing to help build a bridge to the customer – help them relate to you
• Storytelling helps customers take the journey with you
• Storytelling differentiates your brand from the pack – you are not simply pushing info or broadcasting brand info

Q3: What kind of content can you create to tell stories? What forms can stories take?

• Video, video, video
• Infographics are great storytellers that are easily digested
• Tweetchats allow participants to contribute to the story

Q4: What are tips for making sure your brand voice is heard through your storytelling?

• Don’t simply tell your story, respond to comments and engage
• Tell a story how your brand helped a customer succeed – or better yet, invite a customer to do it

Q5: How can you involve your audience/customers in your storytelling?

• Invite them to tell a story – how did you help them be successful
• Invite customers into community focus groups to discuss products, issues, and solutions
• Make the customer the star of the story, rather than your brand

Q6: Which companies or personal brands do a great job at telling stories, and how?

• @Budweiser told a great story during the #SuperBowl 
• @BostEngineering @LLBean @vineyardvines tell great stories
• “We are Farmers…”
• @Ford has been putting our some great spots with parents and kids learning to drive

Q7: What makes someone a great storyteller?

• They build trust right away
• You can relate to them
• A great storyteller DOES NOT lecture or talk down to you – you feel engaged

Here is a video example of storytelling content from my community: the customer telling their amazing story.  Boston Engineering – Reverse Engineer 20 Million Years of Biological Evolution:

Thanks for reading – I look forward to you comments and hope to see you at the next #bufferchat.

Cheers,

Toby

#TwitterSmarter: Tips to Rock Your B2B Social Media Marketing

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

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

• #Icebreaker Answer: @Gladwell @ThisIsSethsBlog @gah650 – my mentoring hat trick

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