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.

1. #TWEETNLEARN:
CREATING A DIGITAL
PERSONA ON TWITTER
By Rachel A. Adler
Business Development
Manager
#TWEETNLEARN

2. 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 #TWEETNLEARN

3. 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.
#TWEETNLEARN

4. 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…)
#TWEETNLEARN

5. #TWEETNLEARN

6. WHY TWITTER?
#TWEETNLEARN

7. #TWEETNLEARN

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

9. HOW TO GROW YOUR
PERSONAL BRAND ON TWITTER
Learn Twitter
Take 1-2 hours to really
deep dive into Twitter
 Resources:
 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. #TWEETNLEARN

10. HOW TO GROW YOUR
PERSONAL BRAND ON TWITTER
Be 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 #TWEETNLEARN

11. HOW TO GROW YOUR
PERSONAL BRAND ON TWITTER
Discover & 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
#TWEETNLEARN

12. 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
#TWEETNLEARN

13. HOW TO BUILD YOUR
TWITTER STEP BY STEP
#TWEETNLEARN

14. 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)
#TWEETNLEARN

15. 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
#TWEETNLEARN

16. 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

17. #TWEETNLEARN

18. #TWEETNLEARN

19. WHO TO FOLLOW
#TWEETNLEARN

20. 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
#TWEETNLEARN

21. 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
#TWEETNLEARN

22. 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
#TWEETNLEARN

23. 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
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#TWEETNLEARN

24. WHAT’S WITH THE SYMBOLS?
@mention – tags user within a tweet
# (hashtag) – searchable word/phrase; groups
conversations
@ #
#TWEETNLEARN

25. USE YOUR REAL ESTATE
#TWEETNLEARN

26. 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,#TWEETNLEARN

27. 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
#TWEETNLEARN

28. 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#TWEETNLEARN

29. 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!
#TWEETNLEARN

30. 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
#TWEETNLEARN

31. SHARE A VARIETY OF
CONTENT
Read more: How to Balance Your Personal and Professional Brand on
Social Media
#TWEETNLEARN

32. 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
#TWEETNLEARN

33. EXAMPLE STRATEGY
Monday Motivation &
Promotion
 Events
 Industry Spotlight (Leaders =
quotes)
Tuesday
 Behind the scenes
 Reaching out to prospects
Wed
 Helpful Tips
 Reaching out to prospects for
Thursday
 Customer spotlight
 Reaching out prospects
Friday
 Fairfax Friday's
#FairfaxFriday
 #FF: Follow Friday
#TWEETNLEARN

34. ANATOMY OF A PERFECT TWEET
#TWEETNLEARN

35. HOW BRANDS ARE USING IT
#TWEETNLEARN

36. HOW BRANDS ARE USING IT
#TWEETNLEARN

37. Questions?
#TWEETNLEARN