#TWEETNLEARN: CREATING A DIGITAL

PERSONA ON TWITTER

By Rachel A. AdlerBusiness Development Manager

#TWEETNLEARN

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October 6, 2016 -11:30am to 1:30pm

You can't truly build your own brand – or your client’s for that matter – unless you include Twitter in your social mix.  Even if your goal is not to reach all 330 million active users, on some level you need to engage in conversations – and learn valuable information – by mastering the ins and outs of the Twitterverse. At the October 6 IPRA lunch, you will learn from Rachel Adler, a master social media strategist with the Fairfax County Economic Development Authority, on how to use Twitter to define your digital persona and improve your professional reputation in PR, as well as brand yourself, communicate & reach the right audience.

Speaker Bio

Rachel A. Adler is a certified social media strategist and public affairs with vast experience in managing external public relations, new media, and media agencies.  She currently is the Digital Media Business Development Manager for Fairfax County Economic Development Authority. Formally she worked under Governor Andrew M. Cuomo at Empire State Development, NYS economic development agency and American Public University System doing all things digital from social media, mobile application development and new media marketing.

@RachelA_Adler

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PERSONAL BRANDING

1. Who are you? Skills: abilities, education & professional experiences Passions: passion and personality are key to a strong brand Your USPs: the to key to success is specialization: the nicher, the richer!

2. How are you perceived? Personal Relationships: what do your friends say about you? Professional Relationships: what do your colleagues and customers say about you? Online Reputation: what do the search results on Google, Bing, & Yahoo! Say about you?

3. What do you want to achieve? Your Sector: create personal product or services in your field Your Market: identify the right target audience for your brand. Your Style: plan you communication to be clear & consistent.

4. Create Your Brand! Emotions & Words: choose a name & slogan that will characterize you & easy to remember.

Emotions & Images: choose your company colors, a logo that represents you & the corporate identity.

Emotions & Storytelling: engage in your own story using your bio.

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5. Create your Ecosystem Your Home: make your clog or LinkedIn profile the center of your online communication. Parks & Squares: use social networks (like twitter) as place to socialize, share & interact. Theaters & Clubs: use social media to enjoy & share entertainment content.

6. Create your Network!: Influencers: follow experts in your field, learn from them & create relationships. Communities: activity participate in groups & forums in your field. Offline: visiting networking events related to you field.

7. Create Original Content! Blog: post valuable content, useful to your users & update frequently. Social Media: create & share multimedia contents (audio, video & image) that can help you get picked up. Social Networks: change your tone according to the platform.

8. Get Involved & Share! Conversations: actively engage in other user’s conversations on social networks. Comments: leave meaningful comments on blogs & articles in your field. Sharing: share valuable content & posts created by others.

9. Listen & Monitor! News: keep updated on what is said about your brand & field (Twitter, brandyourself.com, RSS & Google Alerts) Criticism: listen to & deal with criticism in a professional manner. #HugYourHaters Monitoring: monitor you brand activity using the right tools (buzz, sentiment, analytics…)

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WHY TWITTER?

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BEFORE YOU TWEET ASK YOURSELF:• Is it of value to my audience?• Is it timely or timeless?• Is it relatable?

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HOW TO GROW YOUR PERSONAL BRAND ON TWITTERLearn Twitter Take 1-2 hours to really deep dive into TwitterResources:

Getting Started with Twitter: https://support.twitter.com/articles/215585 via @Twitter

Twitter 101: A Beginner's Guide https://shar.es/1xRrlB via @socialmedia2day

Set Up Your Profile Explain what you do and who you are. Be accurate.

Create a sense of inspiration and excitement. No one likes to read a boring bio.

Make sure that you’re identifying yourself with the right niche. If you’re part of an industry or niche, claim it.

Be open about what you’ve done and/or accomplished without being too arrogant.

Try to be real. If you truly do love coffee or beer (cliché statements on Twitter bios), then you can say so.

Create interest in your lifestyle. Twitter is about people following people. If you look boring on Twitter, then no one will follow you.

Be sure to use a hashtag or another handle in your bio. You can connect with your company or brand using hashtags and Twitter handles.

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HOW TO GROW YOUR PERSONAL BRAND ON TWITTERBe active every day

Tweet Once A Day (Minimum) And Use At Least Two Hashtags

Tweet About At Least Two Trends ACTION: Post regularly, without taking any breaks from Twitter, for at least a solid month Simply being active on Twitter helps you get noticed. Don’t let up. Stay on it.

People will start following you. You will get traction.

Follow At Least Two New People a Day

Be cautious about following too many people. You don’t want there to be a huge difference between the number of people you follow and the amount who follow you.

Pick One Person From The “Who To Follow” Tab.

Follow Leaders In Your Industry Follow The People Whom Industry Leaders Follow

Follow Back Anyone Who Followed You

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HOW TO GROW YOUR PERSONAL BRAND ON TWITTERDiscover & Retweet 2 items a day Check Out Your Notifications

Each day, go to your notifications tab and find out what happened while you were away. If you neglect your notifications, you are neglecting a very critical part of the whole buzz and excitement of Twitter.

Favorite Any Conversations That Have Ended

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TWITTER STATS:320 million monthly active users worldwide Brand tweets that include photos and links received 150% more engagement.500 Million tweets sent per day Source: Statista

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HOW TO BUILD YOUR TWITTER STEP BY STEP

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BUILD YOUR PROFILE• Header photo (1500 x

500 px)• Profile photo (400 x 400

px)• Name• Bio (max 160

characters)• Location• Website• Theme color• Birthday (If your

personal brand twitter account)

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BUILD YOUR PROFILE

USE # AND @

GREAT USE OF 160 CHARACTERS – CLEAR CTA (CALL TO ACTION)

BRANDED BACKGROUND PICTURE

RELEVANT URL

HANDLE THAT MAKES SENSE

PROFESSIONAL PICTURE & OR LOGO

WHAT IS TWITTER EXACTLY?

A micro blogging social networking site that enables user to send & read short 140-character messages called “tweets”. That have searchable terms known as hashtags/ # #TWEETNLEARN

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WHO TO FOLLOW

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CREATE/SUBSCRIBE TO LISTS Lists are curated groups of Twitter users – create your own or subscribe to ones created by others Useful for reading tweets, not tweeting to a specific group

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HOW TO TWEET 140 character limit (includes text, spaces, images & URLs) Twitter counts the characters for you Try abbreviations to fit limit Links & images take up 20 characters (but this will most likely change soon)

Retweeting lets you repost to your followers or comment

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TWITTER TO STOP COUNTING PHOTOS AND LINKS IN 140-CHARACTER LIMIT

The social media company will soon stop counting photos and links as part of its 140-character limit for messages, according to a person familiar with the matter. The change could happen in the next two weeks, said the person who asked not to be named because the decision isn’t yet public. Links currently take up 23 characters, even after Twitter automatically shortens them. The company declined to comment.

Source: http://www.bloomberg.com/news/articles/2016-05-16/twitter-to-stop-counting-photos-and-links-in-140-character-limit

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TWITTER GLOSSARY Tweet A Tweet is a message posted on Twitter, consisting of 140 characters or less. It can contain text, photos, links and videos. It’s important to note that whenever you include any of these things they will be counted as a link and automatically take up to 22 characters.

Reply Click ‘reply’ to respond to a Tweet. Replying to a Tweet is a nice way to build relationships with your followers and join in conversations.

Retweet A Retweet is where you choose to take a Tweet from someone else and Tweet it to your own followers. You can either do this directly with the Retweet button or you can use the Quote Tweet button to add your own message to the original Tweet.

Mention Bring a Tweet to another person’s attention by including their @username in your message. You could use it to ask someone a question, to thank them or simply to highlight a piece of content.

Like Liking something is a great way of acknowledging or showing your appreciation for a Tweet. It can also be useful to use as a bookmarking tool if you want to easily find a Tweet again.

Hashtag A hashtag is any word, or phrase without spaces, beginning with the # symbol. People use hashtags to organize conversations and make it easier to find all content related to a given topic. Click on a hashtag to go directly to the search results for that term.

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WHAT’S WITH THE SYMBOLS?

@mention – tags user within a tweet # (hashtag) – searchable word/phrase; groups conversations

@ #

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USE YOUR REAL ESTATE

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CREATE A TWITTER CONTENT STRATEGY

• Listen & Observe• If you see

something, say something to the marketing manager.

• Use the 80/20 rule• 80% - Our

“customers” news

• 20% - Our Content (Website, Events & FAQ)

8 WAYS TO MAKE YOUR TWEETS MORE IMPACTFUL

Know your target audience Hint: It’s not everyone. Choose meaningful keywords for your industry, and create lists of Twitter users with them in their bio. Watch these users’ tweets.

Talk with them, not at them Twitter is a giant chat room. Most people are there for conversation, jokes, or education. You can’t treat Twitter like free advertising. Tip: Way less than half of your tweets should be self-promotion.

Add calls-to-action “Help,” “retweet,” “please,” “how to,” and “follow” are among the most retweeted words. Ask followers for a retweet, or to tag a friend. Include links and prompt followers to read more. This extends your reach far beyond your own followers.

Realize less is not more 70-100 characters is the sweet spot on Twitter. Too short, and you’re not tweeting anything of value. Too long, and you’re missing the point.

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8 WAYS TO MAKE YOUR TWEETS MORE IMPACTFUL

Use relevant hashtags Identify relevant hashtags and leverage them to your advantage. Don’t try to piggyback on irrelevant hashtags; you’ll look foolish.

Know when to tweet Your audience isn’t online all the time. Use tools like Audiense, Hootsuite, and Mention to find out when your target audience is engaged. When you tweet makes a huge difference.

Use images Pictures have been shown to triple the rate of retweets, and nearly double the rate of likes. They also maximize your real estate in a user’s feed. Tip: ‘Quote pictures’ are a great source of universal content

www.CANVA.com (Will become your BFF) Be personal Address users by name, using a conversational tone. Don’t tweet like a robot. This is social media, and users enjoy a familiar touch. And if you can, make it funny.

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WHAT AND WHEN TO TWEET Trending topics showcase the most popular conversations happening on Twitter. Using these hashtags or contributing to the topic gives you exposure to a group of people you may otherwise never reach.

What? Trending topics Mix of professional & personal Source attribution

When? Depends on audience & location Live tweet events or TV shows Participate in Twitter chats Schedule it!

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WHAT DO PEOPLE TWEET?What business & people are Tweeting:• Business News• Observations about life • New Blog Post• Humor • Inspiring thoughts

(#WiseWordsWed or #MotivationalMonday)

• Business Issues & Challenges• Professional News • Images & or Videos

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SHARE A VARIETY OF CONTENT

Read more: How to Balance Your Personal and Professional Brand on Social Media

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CRAFTING THE PERFECT TWEET

Use hashtags & links together Don’t hashtag overload (2 = ideal) Tweet longer (120+ characters work best) Clear Call to Action (CTA) Urgency Tweet frequently (1-5 times per day) Use pictures (2x engagement)Read more: • 10 Tips for Crafting the Perfect Tweet• 15 Ways to Increase the Click-Through Rate on Your Tweets

Source: http://simplymeasured.com/blog/2014/06/02/10-tips-for-crafting-the-perfect-tweet/#i.1q1qnz3yd6cvsu

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EXAMPLE STRATEGY Monday Motivation & Promotion EventsIndustry Spotlight (Leaders = quotes)

TuesdayBehind the scenes Reaching out to prospects

WedHelpful TipsReaching out to prospects for meetings

ThursdayCustomer spotlightReaching out prospects

FridayFairfax Friday's #FairfaxFriday

#FF: Follow Friday

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ANATOMY OF A PERFECT TWEET

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HOW BRANDS ARE USING IT

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HOW BRANDS ARE USING IT

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Questions?