UNDERSTANDING

TWITTER FOR
BUSINESS

HOW-TO GUIDE
 Understanding Twitter for Business
HOW-TO GUIDE

If you haven’t heard about Twitter by now, you’re probably living under a rock. But just because you
know about Twitter doesn’t necessarily mean you know how to use it, or even have an account.
Started as a personal micro-blogging site, the social network has become a powerful business
tool for brand promotion and customer interaction.

Twitter provides an opportunity to connect with people on the go and link your content and brand
to what is happening right now. In real time, your business can put out a message, follow what
people are saying about you, get a topic trending and even create a new trend altogether. Twitter
is a free service that provides honest market feedback from your customers and delivers it right
to your computer or mobile device, and this is what makes Twitter so valuable.

Because 42% of Twitter users follow brands or companies, it's important that your business is
visible online and posting content regularly – a process known as “tweeting.” Tweeting a few
times each day reminds your followers that you still exist.

This How-to Guide outlines the key features of Twitter, explains its effectiveness as a marketing
tool and provides an action plan on how to create a unique and effective Twitter presence to help
grow and strengthen your corporate brand.

Download the Demand Metric Twitter for Business Checklist.

2 UNDERSTANDING TWITTER FOR BUSINESS

Key Features
Twitter is a social networking website that can be accessed via your computer or mobile device.
Recently, Twitter released the “fast follow” function, which allows people to follow Twitter users
without having to set up their own Twitter account. This feature dramatically increases the poten-
tial reach of your messaging.

Other key features include

Instant notifications: When they access the Twitter website users can determine which Tweets
to receive notification of and which ones to display. This means that those following your busi-
ness are notified in real time via text message when your company sends out a tweet. This is
very valuable and useful if your business deals in crisis communications and tweets are time
sensitive. For example, many city police forces use Twitter, in addition to other communication
devices, to notify the public about a missing child or a wanted criminal.
Mobility: One of the best features about Twitter is mobile access. Most smart phones now
come with a Twitter application already built into the hardware of the phone–and if they don’t,
it’s a simple download. The ability to send and follow tweets from anywhere makes Twitter
accessible and beneficial as a business communications channel. You can easily send your
tweet from your phone, your laptop, and even your tablet.
Audience targeting: You can promote your tweets so that users see them even if they are
not following your brand. Your Twitter feed becomes a good way to reach new and potential
customers, as well as inform people about your business. When you promote your tweets, you
choose a target audience, a capability that will help you reach the greatest number of people
who identify with your brand.
Trends and hashtags: You’ve probably heard someone say something about a topic trending
on Twitter or seen a word written with the number sign (#) in front of it, but what does it mean?
That is a hashtag, a device a user employs when tweeting that makes the tweet searchable.
For example, after the Republican National Convention in 2012, the hashtag “#invisibleO-
bama” gained worldwide attention following Clint Eastwood’s opening speech. Because so
many people followed suit and tweeted about the topic using the same hashtag, it became the
number-one trending topic on Twitter that night.

A Marketing Tool
Each tweet is limited to 144 characters, requiring you to keep your messages concise. The content
of your tweets doesn’t have to be groundbreaking or all business. In fact, Twitter is an ideal outlet
for light and fun topics as well. What’s important is to have fresh, original content that highlights your
business and directs followers to your company’s web page when you want to say more.

3 UNDERSTANDING TWITTER FOR BUSINESS

You should make Twitter an integral part of your company’s marketing plan. Of course you want to
drive traffic back to your website, but you should think beyond that. Twitter users have a voracious
appetite for new ideas, opportunities, information, services, and products. Twitter is a perfect plat-
form to serve up this type of content, growing your brand reputation in the process.

Some best practices for using Twitter include:

Share. Share photos and behind-the-scenes info about your business. Even better, give a
glimpse of developing projects and events. Showing a bit of the background of your company
makes users feel that they are in the know and part of your corporate family.

Listen. Regularly monitor the comments about your company, brand, and products. This is a
great way to find out where your business is strong and where you need improvement.

Ask. Ask questions of your followers to gain valuable insights and show that you are listening.
If you are working on developing a new product or service, ask your followers for input. This is
a great way to determine what your customers are looking for.

Respond. Respond to compliments and feedback in real time. If a user praises your business,
say thank you. In the same way, if some one complains about an issue, tell them thanks for the
feedback and that you’ll look into the matter.

Reward. Tweet updates about special offers, discounts and time-sensitive deals. Rewarding
your followers provides a lucrative incentive to gain new followers.

Demonstrate your expertise. Reference articles and links about the bigger picture as it relates
to your business. Don’t forget to include positive reviews of your business and references to
your subject matter.

Give kudos. Retweet and reply publicly to great tweets posted by your followers and customers.
Making your followers feel acknowledged and appreciated is an important part of using Twitter
effectively.

Be genuine. Twitter users tend to prefer a direct, genuine, and, of course, a likable tone from
your business, but think about your voice as you Tweet. Be aware of your tone and make sure
you are perceived as friendly and approachable.

Remember that Twitter is an online conversation. If you treat each message the same way you
would a stranger on the street speaking to you, you will have success with Twitter and create a valu-
able marketing channel for your business.

Bottom Line
Twitter is an effective marketing tool for your business. Each year, more and more people access
content through it. Maintaining a presence on Twitter that your customers can access quickly and
on-the-go allows a deeper level of engagement with them.

4 UNDERSTANDING TWITTER FOR BUSINESS

 Action Plan
STEP 1 - Document your Goals & Objectives
Document
1 your Goals &
Objectives
Determine Who
2 Will Do the
Tweeting:
Get your Business
3 Active on Twitter
4 Start Following
5 UNDERSTANDING TWITTER FOR BUSINESS
Goals and Objectives to
Guide Your Twitter Account
Before creating your Twitter
account, determine what
business goals you want to
accomplish with Twitter.
Twitter provides an excellent
opportunity to reach your
customers and grow awareness
of your business, so these
outcomes may top your
company’s list of goals.
Use Demand Metric’s Social
Media Strategy Workbook to
document your objectives and
be specific about what you
want to accomplish through this
social media channel.
Social Media Workbook
VIEW RESOURCE
 Action Plan
STEP 2 - Determine Who Will Do the Tweeting

Document
Set A Social Media Policy
1 your Goals &
for Your Tweeters to Follow
Objectives

Having a strong Social Media

Determine Policy in place will help outline
2 Who Will Do
the Tweeting
the roles and responsibilities of
your trusted tweeters, as well
as establish guidelines and
approvals for messages.

Remember that the person

Get your Business
3 Active on Twitter
responsible for your Twitter
account is ultimately providing
the customer-service experi-
ence for your followers, so
make sure it’s a positive one.

4 Start Following

Social Media Policy and Guidelines

VIEW RESOURCE

6 UNDERSTANDING TWITTER FOR BUSINESS

 Action Plan
STEP 3 - Get your Business Active on Twitter

Document
Build Success with the
1 your Goals &
Twitter for Business
Objectives
Checklist

Determine Who
2 Will Do The
Tweeting:
Use Demand Metric’s Twitter
for Business Checklist to set
up an account and to ensure
the success of your Twitter
marketing program.
Get your
Business
3 Active on
Twitter

4 Start Following
Twitter for Business Checklist

VIEW RESOURCE

7 UNDERSTANDING TWITTER FOR BUSINESS

 Action Plan
STEP 4 - Start Following

Document
Don't Forget to Listen and
1 your Goals &
Follow Too
Objectives

Twitter isn’t just about putting

Determine Who
your messaging out there; it’s
2 Will Do the
Tweeting: also about listening.

Follow your competition and

businesses similar to your
own. This is a great way to see
Get your Business what others are doing and stay
3 Active on Twitter current on your competitors.

You can search subjects in

Twitter to determine who is
actively posting about your
business’s subject, and follow
4 Start
Following individuals or other companies
that relate to your field of work.

Social Media Monitoring How-To Guide

VIEW RESOURCE

8 UNDERSTANDING TWITTER FOR BUSINESS

 About ANA

The ANA (Association of National Advertisers) makes a difference for

individuals, brands, and the industry by driving growth, advancing the
interests of marketers and promoting and protecting the well-being of the
marketing community.

Founded in 1910, the ANA provides leadership that advances marketing

excellence and shapes the future of the industry. The ANA’s membership
includes more than 1,000 companies with 15,000 brands that collectively
spend or support more than $400 billion in marketing and advertising annu-
ally. The membership is comprised of more than 750 client-side marketers
and 300 associate members, which include leading agencies, law firms,
suppliers, consultants, and vendors.

Further enriching the ecosystem is the work of the nonprofit ANA

Educational Foundation (AEF), which has the mission of enhancing the
understanding of advertising and marketing within the academic and
marketing communities.
Demand Metric helps Marketing teams get stuff done with practical tools,
training, and a simple, modern platform for managing work.

Our analysts identify best practices from fast-growing companies and build
Playbooks & Toolkits, Guides & Reports, Training Courses, and Project
Templates to help you optimize your processes, add structure to your depart-
ment, and get your team punching above their weight class.

Manage your work visually with our easy-to-use platform, built for small
marketing teams by design. See what your team is working on at a glance
so you can spend less time managing projects and more time knocking
stuff off your list.

Through strategic partnerships with the AMA, ANA, and AIPMM, our
1,000+ time-saving tools & resources have become the industry standard.
Don’t start from scratch!

Sign up for a free trial at: www.demandmetric.com

LEARN MORE

© Demand Metric Research Corporation.

All Rights Reserved.