faq guide to twitter

26
8/14/2019 Faq Guide to Twitter http://slidepdf.com/reader/full/faq-guide-to-twitter 1/26 Archive for the ‘FAQ’ Category ASK JEREMIAH: THE COMPREHENSIVE FAQ GUIDE TO TWITTER Posted on March 11th, 2009 Need a Twitter expert in your corner? I’m here to help! New, Advanced? Shy? Submit a Question I’ll take the most rudimentary basic question to the most advanced, don’t be shy. This is a living FAQ, if you have a question for me, Jeremiah, leave a comment and I’ll answer, if you’re really shy, you can email me, but I can’t promise I’ll see it (I get a lot of emails). I’ll be updating this over time, so please bookmark, and share with your network. Was this helpful? spread the word If you liked the post, please tweet it, by copying and pasting this into twitter: 7/23/2009 FAQ « Web Strategy by Je… web-strategist.com/…/faq/ 1/26 much more on this topic at www.specificinformation.info Page 1 / 26 MEMBERSHIP gets you access to lots of other exclusive articles specifically on the topic.

Upload: marc-mathers

Post on 30-May-2018

220 views

Category:

Documents


0 download

TRANSCRIPT

Page 1: Faq Guide to Twitter

8/14/2019 Faq Guide to Twitter

http://slidepdf.com/reader/full/faq-guide-to-twitter 1/26

Archive for the ‘FAQ’ Category

ASK JEREMIAH:THE

COMPREHENSIVEFAQ GUIDE TOTWITTERPosted on March 11th, 2009

Need a Twitter expert in your corner? I’m here to help!

New, Advanced? Shy? Submit a QuestionI’ll take the most rudimentary basic question to the mostadvanced, don’t be shy. This is a living FAQ, if you have aquestion for me, Jeremiah, leave a comment and I’ll answer,if you’re really shy, you can email me, but I can’t promise I’llsee it (I get a lot of emails). I’ll be updating this over time, soplease bookmark, and share with your network.

Was this helpful? spread the wordIf you liked the post, please tweet it, by copying and pastingthis into twitter:

7/23/2009 FAQ « Web Strategy by Je…

web-strategist.com/…/faq/ 1/26

much more on this topic at www.specificinformation.info

Page 1 / 26MEMBERSHIP gets you access to lots of other exclusive articles specifically on the topic.

Page 2: Faq Guide to Twitter

8/14/2019 Faq Guide to Twitter

http://slidepdf.com/reader/full/faq-guide-to-twitter 2/26

Got a question about Twitter? ask @jowyanghttp://snipurl.com/dmizv

Alright, let’s get to work, I’m here to help, this faq will growover time.

Ask Jeremiah: Comprehensive FAQ Guide to Twitter

What are co mmon terms and phrases I need toknow ? Do I Tweet or Twitter?Twitter, which evolved from simple status

messages to now a global conversation, is referredto in a number of times. Asking folks: “Are you onTwitter” is appropriate. When you want to useTwitter, and want to refer to it as a verb, it’sappropriate to say “I’m Twittering that”.However, it’s more appropriate to say to say, “Didyou Tweet that?”. (verb conjugation) It is neverappropriate to suggest “I’m twatting now”.

I just joined, now what? I don’t get it.Twitter on it’s own makes little sense, why? It’s a

social tool and this means you have to followothers. First, use the address import tool to addfolks that are in your Yahoo mail and Google mail.Secondly, do searches for people you may know tofind them. If Twitter search doesn’t’ work or the“Find people” search, use Google and seasrch“First Last Twitter” to find folks. Once you findpeople you do know (or want to know) see whothey are following, and add them. You can alwaysadd me, but you should first see how I use Twitter.

Who g ives a donk w hat I ate for lunch, can I talkabout something else?Yes, talk about anything you want. The twitter

7/23/2009 FAQ « Web Strategy by Je…

web-strategist.com/…/faq/ 2/26

much more on this topic at www.specificinformation.info

Page 2 / 26MEMBERSHIP gets you access to lots of other exclusive articles specifically on the topic.

Page 3: Faq Guide to Twitter

8/14/2019 Faq Guide to Twitter

http://slidepdf.com/reader/full/faq-guide-to-twitter 3/26

question “what are you doing now” isn’t the mosteffective way of using the tool. Instead, answerthis question “What’s important to me” or betteryet “What’s important to my followers”. Also,engage in dialog, ask questions and answer othersquestions using the reply feature.

Why 140 Characters?140 characters is the size limit of text messagesusing SMS, since Twitter integrates well withmobile devices, you can text to “40404” and enter

in 140 characters to tweet from your phone. Also,140 characters is a true bite sized chunk ofinformation making it easy to consume and create –ideal for rapid sharing of ideas. Loughlin remindsus that the true maximum payload of SMS canactually be 160 characters .

How do I use the reply feature?Easy. When you see someone’s tweet, there’s asmall ‘arrow’ next to their tweet. If you feel likeresponding to them, click that arrow and it will

automatically load their name into the text box.Type your answer in 140 characters and submit.This will make conversations easier to track andfind.

How come people don’t write in normal Englishin Twitter?Good question, due to it’s limited 140 charactersstyle of publishing, Twitter has formed it’s ownunique nomenclature, similar to how users ofpagers in the 90s developed shortened codes andhow text message have developed their owndigital shorthand. Often you’ll hear people useTwinglish, a combination of “Tw” plus other

7/23/2009 FAQ « Web Strategy by Je…

web-strategist.com/…/faq/ 3/26

much more on this topic at www.specificinformation.info

Page 3 / 26MEMBERSHIP gets you access to lots of other exclusive articles specifically on the topic.

Page 4: Faq Guide to Twitter

8/14/2019 Faq Guide to Twitter

http://slidepdf.com/reader/full/faq-guide-to-twitter 4/26

English words like “Twello Texas”. It’s cute once ina while, but can grate on ones nerves after awhile. Twanks Tweeple.

What is a “DM”?DM stands for “Direct Messages” which suggeststhat an individual can message another individuallyusing the private messaging system (like email) toother members. You can only DM users that arefollowing you. You may hear individuals say “DMme for details about conference discounts”

suggesting the user wants to take the discussionprivate. Do note that Twitter’s DM system stillresolves in 140 characters and is fairly primitiv e,many conversations may naturally shift to email, oreven the archaic phone!

Question: What does “RT” o r “Retweet” mean?One of the greatest aspects of Twitter is howquickly word of mouth spreads globally. If a userthinks another users tweet is interesting, they maychoose to retweet what they say. In this instance,

the member will repeat what the twitter usersaid. Example: “Did Jeremiah got a doctorate inTwitter?” if a second user sees this and agrees,they will echo it back in the following way:“Retweet: @Jowyang Did Jeremiah got adoctorate in Twitter?”. In a shortened version,they may also use RT, an abbreviated v ersion ofRetweet, it would go like this: “RT: Did Jeremiahgot a doctorate in Twitter?”. And in case you’rewondering, no I didn’t get a doctorate in Twitter,

but I did get my undergrad in Twitter. BT aBachelors of Twittering.

What the heck are Hashtags or #?

7/23/2009 FAQ « Web Strategy by Je…

web-strategist.com/…/faq/ 4/26

much more on this topic at www.specificinformation.info

Page 4 / 26MEMBERSHIP gets you access to lots of other exclusive articles specifically on the topic.

Page 5: Faq Guide to Twitter

8/14/2019 Faq Guide to Twitter

http://slidepdf.com/reader/full/faq-guide-to-twitter 5/26

You may often notice that twitter users addhashtags to the end of their tweets. Such as thisexample: “49ers just scored 7 points against theCowboys #football”. Users are using hashtags forevents, ideas, conferences, TV shows, and anyother interesting subject to make tweets easilyfound. By using this hashtag, anyone can use thesearch tool to find anyone talking about aparticular topic. As you know tweets, on theirown, can be taken out of context, so hash tags area simple way of making content findable and

retrieable.

How is Twitter going to make mo ney?Good question, a few weeks ago (early 2009) theyraised yet another round of capital, a strong roundof $35MM. VCs require a business plan for thatamount of money, and they’ve indicated thatthey’re seeking to provide services to brands. Ipredict that they will offer services to brands tosecure their corporate names, provide analytics,and crude customer and prospect managementtools. It’s unlikely they’ll generate revenue fromads as we know that ads don’t perform well insocial networks, it could disrupt the userexperience, and also tweets can be exported toother clients –purging ads out of it. It’s possible forthem to monetize with contextual ads as peoplesearch, or dev elop a currency system for thirdparties to use during transactions, I think those arefar fetched.

Should co mpanies register aka “ squat” usernames?Great question from Tom in comment 5.

7/23/2009 FAQ « Web Strategy by Je…

web-strategist.com/…/faq/ 5/26

much more on this topic at www.specificinformation.info

Page 5 / 26MEMBERSHIP gets you access to lots of other exclusive articles specifically on the topic.

Page 6: Faq Guide to Twitter

8/14/2019 Faq Guide to Twitter

http://slidepdf.com/reader/full/faq-guide-to-twitter 6/26

Companies should register their main company andor product name, but they should not register allthe variations of their name. Registering the mostcommon name like “‘Hitachi” makes sense as thisis one of the first places users will look and it willalso score high in search engine results. Brandsshould not register all the variations as they won’tbe able to register all the di fferent varieties. Iknow that Twitter themselves have ‘locked’variations for brands that have requested, but Idon’t know if this is a common service. Expect

Twitter to offer name registration services forbrands, similar to GoDaddy for urls.

What do I need to know about Twitter Search?Thanks Daniel, good question. Search is a your bestfriend! Twitter actually has two search tools, thefirst one is the search.twitter.com tool. It wasoriginally created by a developer who named itsummize, then Twitter acquired them and thedeveloper, it’s slowly being integrated with eachusers profile page. The search tool is easy to use,and you can use it just like you would Google.First, search for your name, variations of yourname and your actual twitter handle. Examples:“Jeremiah” or Jerymiah” or “@jowyang”. Thesearch tool offers an RSS feed so you couldsubscribe to search results and watch them comeinto a feedreader, like MyYahoo. Also, see thetrending topics on the right hand column of thesearch tool, that’s a great way to see w hat thecommunity is talking about, which is referred to as

a ‘zeitgeist’. Another useful tip is to search otherpeople’s names to see the conversation aroundthem, or search terms that have hashtags to see all

7/23/2009 FAQ « Web Strategy by Je…

web-strategist.com/…/faq/ 6/26

much more on this topic at www.specificinformation.info

Page 6 / 26MEMBERSHIP gets you access to lots of other exclusive articles specifically on the topic.

Page 7: Faq Guide to Twitter

8/14/2019 Faq Guide to Twitter

http://slidepdf.com/reader/full/faq-guide-to-twitter 7/26

the discussions around an event or topic.

What’s the difference betw een private andpublic tw eets?Thanks Daniel, good question. Did you know thatyour tweets, when public, are publishing to thewhole world? Your boss, wife, kids, competitorsand enemies can read what you’re writing, forbetter and for worse. It’s important to rememberthat you’re publishing (like a blog) and thesetweets will stay public forever –even if you delete

them they could be archived. The internet tendsto trend towards open communications and many(if not most) make their tweets public, howeveryou should be aware of the impacts. If you’re stillconcerned about privacy, make your tweetsprivate, which means they will only be visible bythose you follow. Check out the toggles here onthe account page , you can select the ‘make mytweets private’ checkbox at the bottom of thepage.

How much time should I spend constructing myTweets?I like this question from Caesar . The answer? Itdepends on what your objective is with the tool.The same thing applies when you’recommunicating in real life, are you have animpromptu conversation with friends? Or are youhaving a business discussion with colleagues.Regardless of your objective, you should take thetime to construct meaningful tweets that are

grammatically correct, and are void of spellingerrors. The more thoughtful you are with yourtweets, the more people will notice and may react

7/23/2009 FAQ « Web Strategy by Je…

web-strategist.com/…/faq/ 7/26

much more on this topic at www.specificinformation.info

Page 7 / 26MEMBERSHIP gets you access to lots of other exclusive articles specifically on the topic.

Page 8: Faq Guide to Twitter

8/14/2019 Faq Guide to Twitter

http://slidepdf.com/reader/full/faq-guide-to-twitter 8/26

–just tweeting a stream of consciousness or spellingout every detail of your mundane activities isn’tgoing to win folks over. I’m a bit more careful onmy tweets, I try to get them to be about 120-130characters so folks will have an easier timeretweeting them, and I try to write in an engagingway that folks will find interesting –that is ofcourse unless I’m tweeting from a party –then allthe rules are off! Summary: you’ll get back as muchas you put into tweeting.

Can small businesses succeed w ith Twitter, orjust the big ones?We’ve seen press picking up the successes thatDell, Comcast, and Jetblue have had with Twitter,but what about small businesses? Good questionfrom James Hong . The answer? There are moreopportunities for small companies –as these smalltools have big reach to a global community. Infact, Zappos, an online etailer has d one very wellfor itself by using twitter for customer support,marketing, and thought leadership . Koji a “KoreanTaco truck” (I’m serious) has gotten lots of mediabuzz from tweeting it’s location to it’s community.In summary, there’s plenty of opportunities forcompanies both big and small.

What should I put on my profile?Thanks to Jennifer Bongar for the question. In allsocial networks, not just Twitter, the more you fillout your profile ( here’s how ) and make an effortto connect with others, the more you’ll get back.

So, it really depends on your goal, if you’re usingTwitter to do heavy social networking with othersyou don’t know, make an effort to fill out the

7/23/2009 FAQ « Web Strategy by Je…

web-strategist.com/…/faq/ 8/26

much more on this topic at www.specificinformation.info

Page 8 / 26MEMBERSHIP gets you access to lots of other exclusive articles specifically on the topic.

Page 9: Faq Guide to Twitter

8/14/2019 Faq Guide to Twitter

http://slidepdf.com/reader/full/faq-guide-to-twitter 9/26

profile with your name, occupation, location, andan appropriate picture, bonus points for linking toyour blog, facebook, or linkedin site. Yet if you’reusing it just among your friends, they already knowwho you are, and can put less information. Someusers suggest they won’t follow those who don’tmake it clear who their name is, also, putting animage (preferably your own picture) is a good idea(here’s how ).

How do you measure click through rates?

Thanks WBB Jeff, a good question. I’ve yet to seean easy-to-use accurate method. There’s a fewconsiderations you’ll have to take in to really beaccurate. First of all, use a tracking tool like bitlyor snipurl to track click throughs. That’s the easypart, the numerator for your ratio. The hard part istrying to determine the denonomater. Twitter istime-sensitive, and we know that tweets aroundlate morning to lunch time eastern time may getmore attention, and certainly during weekdays.Secondly, not all users are on twitter, and this HPresearch on twitter found that the actual numberof active users is around X percent. So dependingon how accurate you really want to calculate,you’ll have to factor in those impacts.

How should I brand my company Twitter handle?Kate Lukach says she sees large consumer brandswith branded handles, yet wants to know whatSMB and B2B companies should do. This reallydepends on your objective. I recommend that you

certainly reserve your formal company handle onTwitter. It comes down to expectations. Make itclear in the profile what the objective is, whether

7/23/2009 FAQ « Web Strategy by Je…

web-strategist.com/…/faq/ 9/26

much more on this topic at www.specificinformation.info

Page 9 / 26MEMBERSHIP gets you access to lots of other exclusive articles specifically on the topic.

Page 10: Faq Guide to Twitter

8/14/2019 Faq Guide to Twitter

http://slidepdf.com/reader/full/faq-guide-to-twitter 10/26

it be for support, news, questions, orconversational. Some brands like Dell and Oraclehave employees that share the name of the brand@richardatdell which creates a unique hybridbrand –yet with it’s ow n challenges. Some brandsuse the corporate handle and an ‘officialspokesperson’ like @marketingprofs will indicatetheir persona and face. Of course, you can expectmany employees to create personal twitteraccounts, and they may indicate their affiliationwith their employer. In any case, set expectations

in the Twitter profile.

Got a question? Ask Jeremiah, leave a comment below. I’ll beupdating, merging, and modifying these questions and answersover time.

Update: This ultimate guide to Twitter (with screenshots) istruly, well, ultimate.

SOCIAL MEDIAFAQ #6: WHO“OWNS” THE

SOCIAL MEDIA

7/23/2009 FAQ « Web Strategy by Je…

web-strategist.com/…/faq/ 10/26

much more on this topic at www.specificinformation.info

Page 10 / 26MEMBERSHIP gets you access to lots of other exclusive articles specifically on the topic.

Page 11: Faq Guide to Twitter

8/14/2019 Faq Guide to Twitter

http://slidepdf.com/reader/full/faq-guide-to-twitter 11/26

PROGRAM?Posted on June 19th, 2008

I’ve started a new series, called Social Media FrequentlyAsked Questions . It’s a collection of the top asked questions Ihear over and over. I’m putting them here on my blog is agreat place to help everyone quickly get educated, convincetheir boss, or be able to help their clients get over thesehurdles, so please, pass them around.

If you’re seeking advanced topics, cruise through the webstrategy posts (it goes back pages and pages )

I’ve been speaking to a couple of companies each week froma variety of industries, and each at different levels ofexpertise ( see the five questions I use to gauge their level ofsophistication ).

Now, in 2008, I’m often on the phone with the VP ofMarketing, or speaking to a large group of corporate

marketers, previous yesars, it was a small brownbag of thosethat were trying to evangelize –enterprises are waking up andseeing the impact.

I’ve noticed a trend of questions lately, where during the Q&Asession someone will ask “ Who owns the social mediaprogram? ”. I get variations on the theme that include “Whoshould updated Wikipedia?” or “Who should respond tobloggers” or “Who should respond to twitter?”.

I’ve deduced there are two reasons why people ask thisquestion:

The first reason is that companies are very unsure

7/23/2009 FAQ « Web Strategy by Je…

web-strategist.com/…/faq/ 11/26

much more on this topic at www.specificinformation.info

Page 11 / 26MEMBERSHIP gets you access to lots of other exclusive articles specifically on the topic.

Page 12: Faq Guide to Twitter

8/14/2019 Faq Guide to Twitter

http://slidepdf.com/reader/full/faq-guide-to-twitter 12/26

of who ‘owns’ this type of communication, onevery foreign to the model of corporatecommunications who creates press releases andanoints official company spokespersons.

The second reason people ask this question is thatthey’re undergoing internal turmoil, and they aretrying to get me to say something that will prove apoint to someone else in the room. I can alwaystell, as I see the audience eyeballs shift from theperson who asked to the person it was ‘intended’

to aim at. (Speaker tip: I watch the audience asmuch as they watch me during presentations –espblackberry usage, and what’s said on Twitter)

..both are valid and real.

All of this gets trickier and trickier as when we realize thatsocial media impacts nearly every department in thecompany, at first PR, then Marketing, Product Teams,Research & Development, Support, Engineering, HR, Legal,Sales, and of course the executive team, in fact, I’ve outlined

how social computing impacts the whole product life cycle,only for advanced readers .

Social Media FAQ #6: Who Owns the Social Media ProgramThe answer to this question is “It depends”, and here’s how Ianswer it:

First, I discuss that the once solid lines ofcommunication of corporate communications arenow blurred at the edges of the company , whereemployees who blog, or Gen Y students who

indicate they work for a company in theirFacebook profile, or the product manager whoguises as an expert in a third party product site

7/23/2009 FAQ « Web Strategy by Je…

web-strategist.com/…/faq/ 12/26

much more on this topic at www.specificinformation.info

Page 12 / 26MEMBERSHIP gets you access to lots of other exclusive articles specifically on the topic.

Page 13: Faq Guide to Twitter

8/14/2019 Faq Guide to Twitter

http://slidepdf.com/reader/full/faq-guide-to-twitter 13/26

participates –now everyone, in one shape oranother can represent the brand online.

Secondly, I first share the three models of internalorganization, the tower, tire, and the hub &spoke . After reading sharing this, I ask theaudience which camp they currently are in, andwhere do they want to be.

Thirdly, I talk about the need for the roles of thecommunity manager and the social mediastrategist, in fact there’s a report on it on theForrester site . Roles are needed for success, in factI was the former community manager at HDS –I’velived through this. (I’ve also developing the abilityto quickly identify who these folks are in theroom: by the questions they ask, head noddingduring certain points, and when their eyes light upwhen I talk about connecting with customers)

Lastly, I discuss the air traffic tower , an internaltool and process where a cross-functional team

assembles and communicates (the hub and spokesas I mentioned above)

I purposely did not directly answer ‘who’ ow ns the program(but something I would do for clients), instead, I’ve layed outall of the options, some goals, some roles that are appearing,that will help define where you should go. The thing is, eachcompany will be different, although I clearly see some trendsoccurring.

Whew that was a lot, but each of those represent different

takes of what’s happening in the external market and howthey impact internal teams like Corporate Communications,Legal, HR, Sales, Product Teams, Support, and most of all…

7/23/2009 FAQ « Web Strategy by Je…

web-strategist.com/…/faq/ 13/26

much more on this topic at www.specificinformation.info

Page 13 / 26MEMBERSHIP gets you access to lots of other exclusive articles specifically on the topic.

Page 14: Faq Guide to Twitter

8/14/2019 Faq Guide to Twitter

http://slidepdf.com/reader/full/faq-guide-to-twitter 14/26

customers.

SOCIAL MEDIAFAQ #5: HOW

DO I TALK TOMY EXECUTIVESABOUT SOCIAL

MEDIA?Posted on May 6th, 2008

I’ve started a new series, called Social Media FrequentlyAsked Questions . It’s a collection of the top asked questions Ihear over and over. I’m putting them here on my blog is agreat place to help everyone quickly get educated, convincetheir boss, or be able to help their clients get over thesehurdles, so please, pass them around.

If you’re seeking advanced topics, cruise through the webstrategy posts (it goes back pages and pages )

Soc ial Media FAQ #5: Ho w Do I Talk to my Executives

7/23/2009 FAQ « Web Strategy by Je…

web-strategist.com/…/faq/ 14/26

much more on this topic at www.specificinformation.info

Page 14 / 26MEMBERSHIP gets you access to lots of other exclusive articles specifically on the topic.

Page 15: Faq Guide to Twitter

8/14/2019 Faq Guide to Twitter

http://slidepdf.com/reader/full/faq-guide-to-twitter 15/26

about Social Media?

I enjoy feedback, but was surprised to see a few votes comeinto my uservoice page , one suggesting I help convincemanagement on how to deal with social media.

Your job: To convince your peers, stakeholders andexecutives that don’t use social media (or don’t believe in)on why social media may be important to your business.

I’ve actually written about this before, so I’ll highlight some

of the previous posts that I feel are helpful:

Start with TechnographicsFirst, obtain the technographics of your marketsegment (we’ve made a sample free) , if yourcustomers are using social media tools, then you’vea strong business case. Secondly, we’ve alreadyconcluded that decisions are based on trust, andtrust is highest among peers, not from marketers.This disruptive change is enough to kick start thethinking gears of your executive.

Ascertain if this is right for your companyIt’s important to note that social media may NOTbe the best for your market or company, if theinactives are a significant amount of yourtechnographics, or you’re in a very conservativeindustry, you may be ready to deploy a listeningprogram, but may not want to participate. I reallybelieve that social media isn’t for every company,

and you’ll have to do an internal reality check tosee if this is the case for you.

Focus on value, not technology

7/23/2009 FAQ « Web Strategy by Je…

web-strategist.com/…/faq/ 15/26

much more on this topic at www.specificinformation.info

Page 15 / 26MEMBERSHIP gets you access to lots of other exclusive articles specifically on the topic.

Page 16: Faq Guide to Twitter

8/14/2019 Faq Guide to Twitter

http://slidepdf.com/reader/full/faq-guide-to-twitter 16/26

Next, don’t focus on tools, instead focus on theend result: value. How To: Effectively Talk toExecs and Clients about Social Media . This postteaches you how to talk about the end results ofwhat’s expected, ever lead with “we want to starta blog”

Learn how to talk to immigrants about nativesGetting Your Digital Immigrant Executives toUnderstand the World of Digital Natives Frequently,the decision makers, are my parents age, and often

their technographics usage is very low. I’ve foundtalking about Generation X and Y as the newworkforce a quick way to open their eyes aboutthe changes in communication.

Be prepared for the business questionsLastly, before you go to your execs, be preparedto answer the tough questions, the one Legal, theCFO, the COO will ask . Be prepared.

Hope this is helpful, if you’ve other suggestions, please leave

them below.

SOCIAL MEDIAFAQ #4: HOW

DO I LAUNCH

7/23/2009 FAQ « Web Strategy by Je…

web-strategist.com/…/faq/ 16/26

much more on this topic at www.specificinformation.info

Page 16 / 26MEMBERSHIP gets you access to lots of other exclusive articles specifically on the topic.

Page 17: Faq Guide to Twitter

8/14/2019 Faq Guide to Twitter

http://slidepdf.com/reader/full/faq-guide-to-twitter 17/26

MY SOCIALMEDIAPROGRAM?Posted on March 8th, 2008

I’m starting a new series, called Social Media Frequently AskedQuestions . It’s a collection of the top asked questions I hearover and over. I’m putting them here on my blog is a greatplace to help everyone quickly get educated, convince theirboss, or be able to help their clients get over these hurdles,so please, pass them around.

If you’re seeking advanced topics, cruise through the webstrategy posts (it goes back pages and pages)

Social Media FAQ #4: How Do I Launch My Social MediaProgram?

Companies unsure how to launchMost companies are used to announcing products or initiativesusing press releases, advertising, media influence, and evenanalyst influence. While many companies are toe dipping inthe social media waters (The majority still have not, I’ve seensome adoption data from work) so there’s still many questionson what to do once you launch your blog, community site,podcast, etc.

Unlike Traditional Marketing

7/23/2009 FAQ « Web Strategy by Je…

web-strategist.com/…/faq/ 17/26

much more on this topic at www.specificinformation.info

Page 17 / 26MEMBERSHIP gets you access to lots of other exclusive articles specifically on the topic.

Page 18: Faq Guide to Twitter

8/14/2019 Faq Guide to Twitter

http://slidepdf.com/reader/full/faq-guide-to-twitter 18/26

First of all, the term “launch” is the wrong way to think aboutthis. Launch implies a single effort, getting a program in theair, and letting go, social media efforts are long term, andrequire a different approach, here’s how to approach it:think grassroots , not big bang.

The first thing to do is to remember this is unlike traditionalmarketing efforts. Remember that trust is highest betweencustomers-to-prospect, not marketer-to-prospect. The nexttime you buy an item, think about who you trust more, afriend who has the product, or a marketer from that

company. Therefore, the most effective way to announceyour social media program is to get those in your communityto announce it for you.

Tactics varyIn many cases, companies experiment internally with tools,and then launch a public social media program quietly, and letit build up momentum through natural word of mouth spread.

When a company wants to boost it’s presence, there’s quite afew ways to do this: 1) Link to the blogs, communities in your

marketplace, add value from your own social mediaproperties. 2) Join existing communities by leaving commentsthat add value, be an ongoing member of the communityyou’re trying to reach 3) For the sophisticated, providespecial access to influencers in your market to announce, join,or co-create your social media programs.

ObjectivesThe goal for this exercise is simple, your employees, usingsocial media tools, is to engage your community by interactingwith them, being relevant, and adding valuable content tothem (which is often, not marketing content) to yourcommunity. The objective is for them to respond to you, andsing your praises on your behalf. We’ll explore more advanced

7/23/2009 FAQ « Web Strategy by Je…

web-strategist.com/…/faq/ 18/26

much more on this topic at www.specificinformation.info

Page 18 / 26MEMBERSHIP gets you access to lots of other exclusive articles specifically on the topic.

Page 19: Faq Guide to Twitter

8/14/2019 Faq Guide to Twitter

http://slidepdf.com/reader/full/faq-guide-to-twitter 19/26

goals in future posts.

While I think good things are going to come out of ebay’ssocial media effort, to some, going the route of mainstreammedia to announce a groundswell effort seemscounterintuitive.

SOCIAL MEDIA

FAQ #3: HOWDO I MEASUREROI?Posted on February 26th, 2008

I’m starting a new series, called Social Media Frequently AskedQuestions . It’s a collection of the top asked questions I hearover and over. I’m putting them here on my blog is a greatplace to help everyone quickly get educated, convince theirboss, or be able to help their clients get over these hurdles,pass them around.

Social Media FAQ #3: How Do I Measure ROI?

This question often creeps up at the end of a webinar orpresentation that I give. While we often sing the goodness ofsocial media tools, (and challenges) a web strategist will have

7/23/2009 FAQ « Web Strategy by Je…

web-strategist.com/…/faq/ 19/26

much more on this topic at www.specificinformation.info

Page 19 / 26MEMBERSHIP gets you access to lots of other exclusive articles specifically on the topic.

Page 20: Faq Guide to Twitter

8/14/2019 Faq Guide to Twitter

http://slidepdf.com/reader/full/faq-guide-to-twitter 20/26

to return to the workplace, and demonstrate to theirmanagement the value of any program –especially if it’s new.

Is it possible?In 2005-2006 we debated if this was actually possible, theargument against the ROI of blogging was as difficult asmeasuring humans . In fact, until we can measure the impact ofa conversation between an employee and a prospect at acoffee shop, it was difficult to measure social media. For me,that all changed when Charlene posted the ROI of GM’sFastlane blog (this was long before I ev en thought about

working with her).What are you trying to acc omplish?Measuring “new” media isn’t as different as measuring “old”media, the trick is to figure out what your goal is first, is it tospread a message among a community? Is it to reduce supportcosts? Is it to learn from your community? In each of thesecases you’ll have to then assign the right attributes tomeasure against.

New attributes for new tools

Next, you’ll need to realize that this new media actually hassome new attributes (the limited page view attribute is nolonger sufficient in this dimensional world), and there aresome new attributes to think about ( read the white paper Ico-authored with Matt Toll of Dow Jones ), such as authority,interaction, velocity, attention, sentiment, and actions. You’llnotice I left out the elusive engagement word, it’s useddifferently by everyone in the industry that it still hasn’ttaken hold.

BenchmarkLastly, you’ll benchmark your programs based upon your goalsand those attributes, and you’ll come to some specifics. I’mactually leaving many, many steps out, but those are the high

7/23/2009 FAQ « Web Strategy by Je…

web-strategist.com/…/faq/ 20/26

much more on this topic at www.specificinformation.info

Page 20 / 26MEMBERSHIP gets you access to lots of other exclusive articles specifically on the topic.

Page 21: Faq Guide to Twitter

8/14/2019 Faq Guide to Twitter

http://slidepdf.com/reader/full/faq-guide-to-twitter 21/26

level tasks. You’ll likely need an expert, new tools, andprobably a vendor ( see my full list ), doing it manually is verytedious.

More resources, posts, white papers, videosActually, nothing I’ve said here is new, I’ve written about ittime ( here’s a similar post with more detail ) and time over,read all my posts tagged social media measurement .

Update: A few hours later I see this timely article fromComputerworld on Life after page views: Web analytics 2.0

SOCIAL MEDIAFAQ #2: WHATDOES IT MEANTO BEAUTHENTIC,TRANSPARENT,

7/23/2009 FAQ « Web Strategy by Je…

web-strategist.com/…/faq/ 21/26

much more on this topic at www.specificinformation.info

Page 21 / 26MEMBERSHIP gets you access to lots of other exclusive articles specifically on the topic.

Page 22: Faq Guide to Twitter

8/14/2019 Faq Guide to Twitter

http://slidepdf.com/reader/full/faq-guide-to-twitter 22/26

OR HUMAN?Posted on February 18th, 2008

I’m starting a new series, called Social Media Frequently AskedQuestions . It’s a collection of the top asked questions I hearover and over. I’m putting them here on my blog is a greatplace to help everyone quickly get educated, convince theirboss, or be able to help their clients get over these hurdles,pass them around.

Soc ial Media FA Q #2: What does it mean to be Authentic,Transparent, or Human?

First, understand the fear of most companies ‘hide’ behindtheir brand. This means that the collective of all employeecontrabiutions are often behind the shield, crest, or banner ofa symbol. This is nothing new and goes back to the mostprimitive of cultures where bands and fiefdoms would form –in nearly every culture.

Things are different now, the internet allows for real peopleto connect with other real people and have discussions aboutanything that interests them –void of any shield, crest, orbanner. Well to be specific, some people start creating theirown individual brands (we see this on many blogs), but it’s atthe core individual level.

I’m often asked by clients (part of my role as an analyst is toanswer social media questions in what we call ‘advisorysessions’) how far they need to take this notion of

transparency. “Can I build a community but outsourcemoderation?” or “Can I write a team blog but have it createdby corporate communications?” or “Can I create podcasts but

7/23/2009 FAQ « Web Strategy by Je…

web-strategist.com/…/faq/ 22/26

much more on this topic at www.specificinformation.info

Page 22 / 26MEMBERSHIP gets you access to lots of other exclusive articles specifically on the topic.

Page 23: Faq Guide to Twitter

8/14/2019 Faq Guide to Twitter

http://slidepdf.com/reader/full/faq-guide-to-twitter 23/26

repurpose brochure content?” The answer I give them for allis “yes, you can…but it won’t be living up to your fullpotential”.

What does A uthentic, Transparent, or being Human loo klike?

Training and entrusting employees to build realrelationships using these tools

Admitting when you’re wrongAsking the community for help, working with

the community to build better productsShowing your strengths –and weaknesses –in a

public forumShowing more of unique side of the employees

(that you invested in) in addition to your products,technology, and services

Realizing the brand is actually owned by thecommunity and not just the MarCom brand police

Sadly, in most cases, many brands will not go the full distanceto show their transparency and humanside –despite that

customers are doing this –and will continue to hide behind thecrest. But for those that go the full distance and trustemployees to build real human relationships, they won’tachieve their full potential.

Now back to you all, I know there’s a lot of Social MediaStrategists that are wrestling with this internally or workingwith a client: How do you advise your stakeholders to beAuthentic, Transparent, or Human?

SOCIAL MEDIA

7/23/2009 FAQ « Web Strategy by Je…

web-strategist.com/…/faq/ 23/26

much more on this topic at www.specificinformation.info

Page 23 / 26MEMBERSHIP gets you access to lots of other exclusive articles specifically on the topic.

Page 24: Faq Guide to Twitter

8/14/2019 Faq Guide to Twitter

http://slidepdf.com/reader/full/faq-guide-to-twitter 24/26

FAQ #1: WHATIF THEY LEAVENEGATIVECOMMENTS ONMYSITE/BLOG/FORUM?Posted on February 16th, 2008

I’m starting a new series, called Social Media Frequently AskedQuestions . It’s a collection of the top asked questions I hearover and over. I’m putting them here on my blog is a greatplace to help everyone quickly get educated, convince theirboss, or be able to help their clients get over these hurdles,pass them around.

Soc ial Media FA Q #1: What do I do if they leave negativecomments on my site/blog/forum?

First, understand the fear of most marketing and corp commteams, they w ant to show the company in it’s best light,

7/23/2009 FAQ « Web Strategy by Je…

web-strategist.com/…/faq/ 24/26

much more on this topic at www.specificinformation.info

Page 24 / 26MEMBERSHIP gets you access to lots of other exclusive articles specifically on the topic.

Page 25: Faq Guide to Twitter

8/14/2019 Faq Guide to Twitter

http://slidepdf.com/reader/full/faq-guide-to-twitter 25/26

having a mar on it’s brand is a nasty blemish that don’t wantto see, in the past, a counter press release or sweeping theissue under the carpet was an option, but no more with therise of social media. So how can you help these folks?

Well the truth of the matter is, they are going to leavenegative comments about your company elsewhere on theweb, there’s no way you’ll ever be able to stop this. If youdelete or remove the comments from your own corporatewebsites, it will probably escalate in a ‘louder’ location inblogs and other forums, so don’t do that. The savv y strategist

will realize that by bringing the problems and issues closer tohome, you’ll actually have a few advantages:

1) You’re in the know . Being on home court givesyou the ability to quickly find out issues, so whywait for them to bubble up elsewhere on the web,consider this a ‘free alerting system’ –embrace!

2) Involve them. Detractors come in manydifferent flavors, but in most cases, these areindividuals that want you to improve your product,

so embrace them, acknowledge them, and getthem involved in providing solutions. More oftenthan not, after they see the effort you’ve got tohelp them, they could become and advocate andsing your praises.

3) An oppor tunity: By acknowledging and fixingthese problems in public, you demonstrateconfidence, openness to customer insight, and canturn this into a very positive experience.

I’ve got tons of other answers, but I’d like to hear from youall, how do you respond to this frequently asked question?

7/23/2009 FAQ « Web Strategy by Je…

web-strategist.com/…/faq/ 25/26

much more on this topic at www.specificinformation.info

Page 25 / 26MEMBERSHIP gets you access to lots of other exclusive articles specifically on the topic.

Page 26: Faq Guide to Twitter

8/14/2019 Faq Guide to Twitter

http://slidepdf.com/reader/full/faq-guide-to-twitter 26/26

Great comments will be added to this list, and I’ll credit andlink to you.

7/23/2009 FAQ « Web Strategy by Je…

web-strategist.com/…/faq/ 26/26

much more on this topic at www.specificinformation.info