This ebook is for everyone - whether you've never even heard of Twitter before, right through to those of you who are planning on naming your first child Tweetie. We'll take you through everything from setting up an account to getting a social media agency, and all that's in between. We've also chucked in a big list of all the very best apps and resources to make sure you get the absolute most out of Twitter for your business.

2. Smarta’s Twitter eBook is for Whether you’re an old hand at
What’s this?
anyone starting or running tweeting or you’re still not exactly
a business – and with any sure what Twitter’s all about,
level of Twitter knowledge. we’ve got the right no-nonsense,
practical tips to help your business.
We know you’re not all going to need the
same advice, so we’ve split this book into
three clear sections:
If you’re new to Twitter, start with this section. If you already use Twitter, skip the intro For everyone, at the back of the eBook you’ll
Get a clear understanding of how Twitter can and start here. find a big list of the best tools, apps and
help your business, and then let us guide you We’ll show you how to build followers and resources to use to get the most from Twitter.
through creating your profile, finding your first better engage with your customer base, with This will help you decide which tools most suit
followers and sending your first tweet. some exclusive insider tips from pro users and you and where you can get up-to-date
established entrepreneurs who are using Twitter tips and information.
to drive their businesses forward.
FOR EVERYONE FOR EVERYONE
Y USE TWITTER ALREADY USE TWITTER ALREADY USE TWIT
NEW TO TWITTER NEW TO TWITTER

3. Contributors
Duncan Bannatyne Shaa Wasmund Mark Shaw
@DuncanBannatyne @shaawasmund @markshaw
Dragons’ Den star, entrepreneur and Shaa is the founder of Smarta, and an Mark is a Twitter consultant who helps
investor Duncan has over 100,000 ardent believer in the power of social other businesses make the most of
followers on Twitter. That’s in no small part media and what it can do for small Twitter. He has more than 12,500 followers
down to the fact he makes a point businesses. She frequently gives talks on and regularly blogs and creates videos
of engaging with his community non-stop. social media and Twitter and has more packed with advice for newbie social
He recently created the #duncansdream than 2,000 followers. She’s featured in media users.
hashtag, which reached number one on UK almost 100 Twitter lists as a one-to-follow.
trending topics. Noush Skaugen
Brad Burton @noushskaugen
Maz Nadjm @BradBurton
Noush is a singer-song-writer who has
@Mazi
Brad is the founder of 4Networking – the taken the independent music world by
Maz is responsible for Sky Portal’s social UK’s largest joined-up business breakfast storm after racking up more than one
media products and implementation. networking group, and author of ‘Get Off million followers on Twitter – the greatest
He also launched the new Times Online Your Arse’. He’s a prolific tweeter and has ever number for an unsigned artist.
commenting system and has advised a more than 2,500 followers. She wants to stay independent, and her
number of News Corp units and partners, social media efforts are securing her a
News International, Star TV, Sky Italy and John Barton widespread fanbase without the need for
Fox TV Channels. He is currently advising @DigitalBarton big-label backing.
Chelsea Football Club and British Forces
John is head of planning and social media
Broadcasting. He has almost Phil Jones
at Steak, a digital marketing agency that
34,000 followers. @PhilJones40
counts John Lewis, Debenhams, Time
Out, British Gas, Virgin Holidays and Phil is the UK sales and marketing director
Daren Forsyth
Matches as clients. of global technology manufacturer
@DarenBBC
Brother (@Brother_UK - http://twitter.
Daren founded 140characters.co.uk - after com/brother_uk) and a director and vice-
a career in digital media spanning 13 years president of Greater Manchester Chamber
that saw him work for the BBC and The of Commerce. He’s a prolific social media
Media Trust. Prior to those roles he built user and has nearly 2,000 followers
and sold a digital agency that delivered on Twitter.
projects for the BBC, Channel4, ITV, Sky,
Virgin, Domino’s Pizza, Sporting Index and
Tote. He has almost 6,000 followers.

4. Contents
Phil Jones: What is Twitter Super-engage
Why has Twitter Shaa Wasmund: Using search
and how does Getting more with your Twitter to find new
become such Why I love Twitter
it work? from Twitter community: customers
big news? the checklist
How Twitter The cult of you: Getting your
can help your Before you becoming an employees
Learn the lingo Using Twitter for
business start: Listen indispensible on Twitter
customer service
resource for your
industry
The big bible
of twerrific
Measuring
Twitter tools
Do you need
Done your
homework? Ready, set, tweet Who to follow
your success
and developing
a strategy
Case study:
Dolan Bikes a social media
agency?
and resources
Now set up
your profile
Tweetiquette
FOR EVERYONE
ALREADY USE TWITTER FOR EVERYONE
ALREADY USE TWITTER ALREADY USE TWITTER
NEW TO TWITTER
NEW TO TWITTER NE

5. I’m a total newbie
FOR EVERYONE
ALREADY USE TWITTER
NEW TO TWITTER

6. “It comes down to T.A.T. – Time, Attention a prospect. Authenticity and transparency
and Trust. These three things dominate are huge issues right now, as a result
the landscape of our personal and of the low levels of trust in the system.
business lives. Someone has shifted It’s like a whole layer has been peeled
the world up a gear and stuck their foot off the universe. People now want to be
hard on the accelerator. We’re all doing able to talk to other people in real time,
more with less, we need to take in and to feedback here and now. Whether you
absorb so much information, to keep are a politician, a business leader or a
up. As a result, traditional marketing celebrity, your customers (audience) are
is finding it harder to cut through: no longer king, they are KING KONG, able
Phil Jones:
prospects are distracted, busy to challenge your reputation in the public
in their own world, occupied by domain, this requires you to listen,
their own challenges of how to interact and stand true to your values,
Why has Twitter
they blend work and home. to be consistent.
Web 2.0 signalled a new dawn But before you get into Twitter, there are
become such
in user-generated content and some things you should know. It won’t
cloud computing, opening happen overnight. In social media terms,
up brand new capabilities return on investment (ROI) translates into
big news?
for applications to facilitate return on engagement (ROE), starting
business on the move and today doesn’t mean profits tomorrow.
micro-blogging. Twitter is Think of engagement more like a
the best example of this. The courtship, a series of interactions, that will
‘statusphere’ - that is, the ability lead to you developing a relationship with
to update in real time - brings with someone over time, ultimately which may
it brand new opportunities to break lead to a sales marriage. It’s a long term
through, to create new relationships investment for most, not a quick killing.
and improve customer satisfaction – You’re going to wonder what it’s all about
and this will ultimately lead to further in the beginning – most people sign up,
sales. Business people need to pay post a couple of times and never go back,
attention to this. Business opportunities that’s why this guide is invaluable and
are flying about in the we’re right behind it, the more businesses
ether, and you, as a and opportunities that are created,
small business, can the better and more successful we
grab them. I call this all become.”
shift ‘B2ME’ marketing,
as it allows you to tailor your Read on to find out how...
approach to the individual, not to the
Phil Jones – @PhilJones40 masses. It has never been easier
to cut through the corporate red tape
UK Sales and Marketing director and communicate directly with
of Brother – @Brother_UK

7. “OK, all hyperbole aside, it really is simple. From a business perspective, I think it is
And it works. by far the most powerful form of social
media. As many of you who have heard
I admit, I am a fully fledged member of the me speak publicly will know, I don’t
I Love Twitter club, but it wasn’t always believe in a one-size-fits-all approach
this way. My account was dormant for the to social media. The truth is, you
first six months before I finally decided don’t need to be everywhere, and not
to ‘just give it a go’. Within 24 hours everything will work for you. First, you
I was hooked. need to understand your brand and your
audience – then talk to them where you
Why? Well, I loved the fact that I would naturally find them. What is so
could find people to follow that I was unique about Twitter is your ability to find
genuinely interested in – whether these these people – easily. You can start joining
were high-profile celebrities, other in conversations as soon as you sign up.
entrepreneurs, interesting people or
potential ‘customers’. But that was just The real-time effect of Twitter opens
the start. I loved the real-time search up a whole new world of business
and market intelligence, the ability to ask opportunities for us all and we need to
local people to recommend restaurants prepare ourselves to be ready for them.
and the opportunity to connect and build When I recently needed a party company
relationships with like-minded people. to supply (at short notice) a children’s
Easter egg hunt, I didn’t search Google,
I tweeted. Three companies replied to
me with links to their websites, swiftly
Shaa Wasmund:
followed up by some of their followers’
testimonials. Google’s great, but personal
recommendation rules.
Encourage all your customers to follow
you and start using Twitter as an
Why I love Twitter
incredibly valuable customer service tool.
Get real-time feedback. If you’re thinking
of launching a new product, tweet your
followers before you invest time and
money in something new.
Don’t expect to become an overnight
celebrity, but if you invest time and effort,
you will reap huge rewards.”
Shaa Wasmund – @shaawasmund
Founder of Smarta

8. Twitter is the most up-to-date
source of information and news Your tweets and your profile page can
It is not about selling! Twitter asks ‘what’s
on the internet. It lets you search be seen by everyone, whether they’re
happening’ and helps the
for words or issues you’re on Twitter or not. You can make them
answer spread across
interested in to see what people It’s about communication private, but that’s not really in the
the globe, immediately.
all across the world are talking – talking to new people, spirit of things. You can send private
about it in real-time. finding things out, sharing messages to individuals.
information.
Tweets can include links
(to websites or webpages)
and pictures, and you You ‘follow’ other people, businesses
can address tweets to
someone else on Twitter.
What is Twitter or organisations you’re interested in,
which means you receive their tweets
and how does (i.e. their updates). You get a list of all
those people’s tweets so you can see
It’s really easy to use it work? what they’re all saying.
and completely free!
You have a profile page where other The best way to get a feel for how Twitter
people can see all your most recent works is to look at a few people who are
tweets, a small picture of you, a one-line using it. You don’t need to create a profile
Anyone can follow anyone –
bio about you, and links to your website. to do this. Try http://twitter.com/smartaHQ
You share updates of up to 140 you don’t need to be approved,
Check out Smarta’s profile page here: (that’s us!), or for an example of a business
characters, called 'tweets', of which is why many people like
http://twitter.com/SmartaHQ or Shaa’s using Twitter well, http://twitter.com/
what you’re doing or something Twitter – it’s democratic and
here: http://twitter.com/ShaaWasmund childcareuk. Or try to find celebrities and
you find interesting. This is very open.
businesses you know by Googling “Twitter”
sometimes called micro-blogging. and their name.

9. “Twitter is a communication platform that “Twitter is a chance to be yourself and
give a human voice to your business.
“Twitter won’t give you immediate results
(like PPC), but over the long run it will
helps businesses stay connected to their It creates intimacy and friendliness more provide much more valuable leads, traffic
than anything, and that’s what so many and long-term relationships. There is
customers. As a business, you can use it businesses struggle with online. Talk to no better way to connect with decision
to quickly share information with people your followers - invest a bit of time in
reading their tweets and commenting
makers. Don’t try to sell to people, but
show interest and share your knowledge.
interested in your company, gather real-time on what they’re doing. Next time, they’ll I’ve built great relationships over Twitter –
remember you rather than going to including @PhilJones40!”
market intelligence and feedback, and build a competitor.” @shaawasmund
relationships with customers, partners and @DuncanBanntyne
other people who care about your company. “Twitter is the most ‘human’ platform
online to date. Humans can be great,
As an individual user, you can use Twitter to capable of amazing things that surprise
tell a company (or anyone else) that you’ve and delight you, humans can deliver
insights, actions you could never have
had a great – or disappointing – experience predicted. But humans are also flawed,
never perfect. The same is true for twitter:
with their business, offer product ideas, and it's not perfect, but it can amaze you and
learn about great offers.” deliver results you just cannot predict.
You have to invest first, invest your time,
a bit of yourself (your personality)
Twitter 101 – http://business.twitter.com/twitter101 and share some of your accumulated
knowledge and that of others. If you do
that, and you're a decent human being,
great things will happen for you and
your business.”
@DarenBBC

10. Twitter is not the right channel for direct Position yourself as an expert in your “I have created some of the most “Twitter over the medium term has the
sales, but it will help grow your customer field by sharing news and information excellent relationships through Twitter. potential to change how you market and
base and build your brand – which means relevant to your business and by Your social media relationships should how people find you forever. But it's not
it’s good for indirect sales in the long- answering questions ultimately lead to face-to-face meetings – instant, if you're looking for instant results,
term. Used effectively, Twitter can and when they do, you realise you don’t go back to your SEO consultant and get
Provide amazing customer service
help you: need any warm-up time. It’s a great way your cheque book out.”
in a really easy way
to establish a brand new relationship. And @DarenBBC
Develop a more personal, engaged and Keep ahead of the latest industry news it’s one of the easiest ways to get to the
sustained relationship with customers and events decision maker in a business and bypass “Twitter is a lot like the film Pay It Forward –
traditional gatekeepers. You still need to look for where you can offer value to others
Grow your customer base Position your business as up-to-date
go to networking events, but this is a fast- and you will find it comes back to you from
and in-touch, for being on Twitter
Get the attention of people interested track. You can look people up on Twitter, often unexpected sources.”
in your industry or your work Provide customers with details of see what they’re doing, who they’re
@shaawasmund
special offers, new products and other connecting with, what they’re working on
Publicise your business
news you have and make a highly tailored approach to
Build your brand that individual! That’s cut through.”
Develop and test products and services
Track what other people think your customers want @PhilJones40
about your business, products
Pinpoint customer locations
and industry
to within a 20-mile radius
Grow your personal network of contacts
and develop business relationships
Cold-contact and market to people
How Twitter
without annoying them
Drive more traffic to your website
or blog
can help
your business

11. Don’t dive straight in. Before you actually What you need to do next:
do anything on Twitter spend some time
Start thinking about what you want to
listening to everyone else. Use Twitter’s
get out of Twitter - better engagement
search tool (http://search.twitter.com)
with your existing customer base,
Before
to look for:
finding new customers, spreading
the word about your particular niche,
Your business name
building your brand, differentiating
you start:
The name of your product/service yourself from your competition – and
how others approach this
The name of your business/product/
service plus name of your area Start finding your Twitter voice. You
Listen (e.g. ‘Hairdresser Brighton’)
Keywords and phrases people
talking about businesses like yours
need to be distinctive. What are your
brand values? Are you niche, trendy,
friendly, modern, old-fashioned,
eccentric? Your Twitter voice needs to
might use
reflect what you’re all about. Your tone,
The names of your competitors (the your humour, content you link to – all
individuals as well as the business should be in line with your brand.
names, as people on Twitter use either)
Start identifying the people on Twitter
A few famous people and how they’re you want to build a relationship with:
using Twitter (you can see the most those with lots of followers in your
popular ones here: http://twitterholic.com) industry, big hitters in your industry,
people you can see potential for
What you need to find out: collaborating with
What your competitors are doing
on Twitter, which are having the most “I spent six months listening and lurking
success and why to what everyone else was doing on
Twitter as an individual before I started
How people talk to each other on Twitter our business Twitter account”
and the kind of stuff they tweet
@PhilJones40
How many people are interested
in what you’re doing as a business “Always listen. Always plan, plan,
and plan some more before diving in.”
How you could join in conversations
with those people @DigitalBarton
“Enagage first, promote second,
and leave a big space in between.”
@shaawasmund

12. Retweet (RT): When you forward on someone else’s tweet. It’s etiquette
to put RT @username before the copied tweet. e.g. “RT
@stephenfry Independent article here worth a read:
http://tinyurl.com/2vkhwaw”
Learn
@: Use this to talk to other users, by starting your tweets
with @username (no space between @ and their name).
e.g. “@smartaHQ I’m reading your book right now!”
Check yours in the right-hand column of your homepage.
the lingo
‘tw’: A lot of people will put ‘tw’ at the beginning of everything
and anything to do with Twitter – tweeps (people on
Twitter), twestival (a Twitter festival), etc. Just a heads up!
DM: Short for direct message - a private message sent
between two people who follow each other. Check yours
in the right-hand column of your homepage.
Trending topics: The most talked about things across the whole of Twitter
right now. They will usually be big news stories or shared
Twitter jokes. Current trending topics are listed on the
right-hand column of your home page.
#: Many trending topics have a # before them. Twitter users
use the hashtag (#) when they’re talking about a specific
subject, so that other users can search for the hashtag
term to see what’s happening. For example, when the
Mumbai bombings happened in 2008, people tweeting
about them used #Mumbai. If you wanted to find out the
latest news, you simply searched #Mumbai.
#ff and #followfriday: On Fridays, use this hashtag to recommend other people
you think your followers would find it useful to follow.
Lists: Some Twitter users compile lists that group some people
they follow into useful categories. You can follow the
whole list in one go or just view the list on a separate
page – it shows all those selected people’s recent tweets.
Here’s an example of one we created:
http://twitter.com/SmartaHQ/small-business-resources

13. Creating a profile only takes a minute (or
less!). Just go to http://twitter.com and
click ‘Join today’ – it’s always free.
Your handle (username): keep it short
Done your and straightforward. Include some
reference to your business. E.g. If
your name is Sally and you run Petite
homework? Footwear Ltd, your handle could be
‘sally_shoes’ or ‘PetiteSally’.
Now set up Bio: Who you are and what you do,
but treat this as a hook to get people
interested. Don’t sacrifice the basics to
your profile be clever, though – remember why you
want people to follow you. E.g. ‘Founder
of Petite Footwear – shoes for little feet!
Lover of Jimmy Choos and marathon
runner’.
Photo: people respond better
to a smiley picture of a person than
“Use your personal name rather than your business
a logo, but it’s up to you.
name if you can, as Twitter is essentially about people
communicating with other people.”
Background image: Upload a picture
@markshaw (your logo or products) and set it
as your background image for your
“A decent Twitter profile is essential. It should include a bio, profile page – this will help people get
link and logo. Remember the profile background is your familiar with your brand identity. Include
property and you can be creative about type of graphics and contact details. Here’s a great article
information you use as your wall paper.” on how to customise your background
@Mazi with examples: http://mashable.
com/2009/05/23/twitter-backgrounds.
“Your Twitter profile should be a reflection of who you are –
an opportunity for you to add some ‘colour’. Mine shows my Include a link to your website and,
love of small business, social media and Whitstable!” if you have one, your blog.
@shaawasmund

14. Ready, set, tweet
@markshaw explains the three key that you think is of interest to others, Be helpful. Answer questions where “The key is consistency. Aim to tweet
ingredients of a great tweeting mix: then tweet it. you can. a couple of times a day, every day. 15
tweets a day is a good number to aim for
“Tweets should be broken down into Tweets with links in them are more
3. Knowledge & expertise: by answering as you get more into it.”
three categories – use a mix of each popular than those without.
questions you will become known as the @markshaw
of these:
go-to person on a particular topic and
“I use pictures and links a lot. As long as
a great resource. This is your chance to “How often should you tweet? As often
1. Social chit chat: where you they are interesting and used in a blend of
really shine. This however will take time, as you have something interesting and
describe what you are doing other content , people will click through
but investing in building your brand will pertinent to say! Include links and pictures
throughout the day, share news and RT you more. As a result, you’re
benefit you in the long term.” to make sure your tweets come alive.”
and updates of a more personal followers and reputation grow.”
nature. This does not mean that you @PhilJones40 @shaawasmund
And here are some basic ground rules
have to give away your inside leg
for success:
measurement. Only tweet about what “If you want others to RT you,
you are comfortable with. Also try and Only tweet 120 characters or less, RT other people.”
ask others what they are up to, and get so others can RT you.
@shaawasmund
a conversation going.
It’s OK to tweet occasionally
if you’re having a cup of coffee, “Be personable and real. 90% personality
2. Sharing: information, ideas,
but if you’re a plumber focus on and only 10% subliminal personalised
resources, tools, websites, news etc.
tweeting links to useful websites marketing messages.”
The information you share can be
offering tips on how to stop @noushskaugen
some of your own material and some
a leaky tap.
you have found. Make sure to retweet
other people’s information. This is Provide information, insight and opinion.
really important. If you hear something

15. Finally, one very important thing:
don’t follow loads of people randomly
Use http://mrtweet.com to find
– only follow people you’re genuinely
people relevant to you.
interested in.
Use Tweetdeck or Hootsuite to find
people talking about businesses like
yours – find out about that on
this here.
Here’s a handy list of key people
to follow in your industry:
http://mashable.com/twitterlists
When you join Twitter, use the option Read lists of people you are following
to search and add contacts from your if they are relevant. Find out more
address book and other social media about lists and how they work in
and email accounts. Search for #ff and see who this brilliant article: http://mashable.
others are recommending. com/2009/11/02/twitter-lists-guide
Use Twitter’s people search
to find businesses and people
Who to follow you know already using Twitter.
Check who people you like
or who are relevant to your
industry are following.
“Twitter is like a virtual bar where you can Look at who’s following
create and join in conversations. your competitors.
Follow people you find interesting.”
@noushskaugen

16. Tweetiquette
Do strike up conversations with Do send people your email address Want to know the fastest ways to losing “There are no rules really, but you'll
anyone and everyone using @ – if you want to appear accessible popularity and getting unfollowed? soon find out if you’re upsetting the
you don’t need to know someone community. Go with what feels right
offline to talk to them on Twitter Don’t only talk incessantly or only @PhilJones40 explains Twitter’s and balanced. You would avoid a
about yourself and your business cardinal sins: stranger entering a pub who just
Do make an effort to talk stands and shouts their opinions to
You just talk about your product
to people in your industry Don’t send other people’s personal everyone in the bar as soon as they
and its price
in particular information or contact details enter, wouldn't you? Also, I think it's
You follow/unfollow people quickly okay to tweet after a drink, as long as
Do tell people when you have Don’t have lengthy conversations You spam people you're not an aggressive and abusive
found something they tweeted with just one person – use asshole. Same as real life - you don't
useful or funny or interesting, DM’s instead You are uninteresting stay silent after a drink, do you?”
or if you like their business/ You tweet infrequently @DarenBBC
website/blog Don’t repeat yourself too much
You tweet too much
“I always answer anyone who
Do RT people Don’t tweet about what you’re eating You give up too quickly @ me. Always.”
for lunch – unless it’s something
Don’t be random. Breakfast @shaawasmund
Do respond positively to anyone exciting!
who @’s you is for eating, not tweeting.
Don’t spam or try to sell on Twitter Have conversations.
Do remember everything you say Don’t just broadcast.
is public - be friendly and polite Don’t harass people who don’t reply
Be careful what you tweet when under
to you
the influence!
Do politely point out if other
people’s links don’t work Don’t swear or be really offensive
Do say hello to new followers
you’re interested in

17. I’ve got an account
on Twitter –
supersize my
FOR EVERYONE
effectiveness
ALREADY USE TWITTER

18. Getting more
“I get this question from start ups and
larger brands quite a lot: ‘@Mazi I’ve
been on Twitter for almost a year, have
I done enough and now what?’ The
length of membership is not the key
success indicator - what you’ve done
since you registered for the site is.
from Twitter
I ask if they have been creative, fun,
passionate, tried to build relationships,
listening, responding, rewarding loyalty,
and most importantly integrating with
other sales and marketing activities.
I ask if they have been running
contests, asking their audience to
create and improve products, offering
deals and discounts.”
This section is dedicated to showing are simply playing the numbers game @Mazi
you how to get more from Twitter – are wasting their time in my opinion,
2. Chase engagement
growing a broader, more loyal following as no one is listening to what they say. not followers We strongly, strongly advise against
and engaging with them in a far more So my advice is to stop chasing just trying to grab as many followers
“I’ve never targeted thousands of
powerful way. But first, two big words followers. I am not however saying as possible, whether that be through
followers. I follow people that I think I can
of warning: don’t have followers. It is important to following people in huge batches,
learn from and if people follow me along
have a good following, but what you or using apps such as Friend and
the way then I’ll see that as success.
Follow or Twitter Karma to ‘purge’
1. Don’t fix it, want are listeners.”
I’ve never had a campaign to try to get
your account and only follow people
@markshaw followers. I’m only interested in organic
grow organically growth. They’re engaged, interested, you
you follow you, or using automatic
follow-back programmes. Or – sin of
“When people join Twitter, one of the “Grow your followers organically. learn from each other.”
sins – signing up to one of the many
first things they are often encouraged Don’t worry if someone else has
@PhilJones40 robots out there promising to grow your
to do is to get thousands of followers, more followers. Contrary to popular
follower base by 10,000 people. On
as soon as is humanly possible. To belief, it’s not a numbers game.
“I’d rather be followed by 100 people Twitter, it is absolutely about quality not
achieve this, many resort to using all It’s about engagement. Talk,
that are interested in what I’m saying than quantity of followers.
types of automated software. The communicate, collaborate.”
1,000 that I’ve somehow managed
reality is that trying to get followers via @shaawasmund to cultivate using elaborate techniques If you tweet well, usefully and regularly,
this method, whether by using some to get loads of followers.” the followers will come of their own
sort of auto pilot or simply clicking “If you try to cheat, you’ll get caught.
@BradBurton accord. And they’ll actually take notice
the follow button on new people, is Either that or Twitter will be useless of what you’re saying. Read on to find
pretty much a total waste of time. What to you - Twitter only delivers premium out more.
you want are people that are listening value to the authentic.”
to you, people that will act on your @DarenBBC
messages, who will engage with you,
support you and help you. People that

19. Get a phone you can tweet from Spark up conversations with your Follow the most popular Twitterers “Promotion of your Twitter account is
(apps we recommend: Ubertwitter for most-followed followers (use http:// to learn from them (Twitterholic lists essential: putting your Twitter profile link
Blackberry, Tweetie for iPhone) analytics.ad.ly/ to find out who they are) Twitter’s most popular users but you’ll on your web site, email signature and all
and other popular tweeters in have to scroll through a few pages to other communications.”
Use lots of photos and video to
your industry get past all the celebrities. Note: Lady @Mazi
bring your tweets to life (apps we
Gaga is popular because she’s Lady
recommend: Twitpic, Twitvid) Add your Twitter handle to your email
Gaga, not because she provides useful “Think about how you can use Twitter with
signature, marketing material, business
If you tweet about a blog or article insight into her industry and provides people you already know locally (in real
cards, website’s ‘Contact us’ section
you’ve written, repeat the tweet later in exemplary customer service) life) but who aren't on Twitter yet. Maybe a
the day/week Get involved with trending topic or group of mums who meet every day in the
Identify big tweeters you have good
hashtag conversations school playground.”
Put your tweet stream onto your rapport with and can do reciprocal
website, blog and all your other social Create hashtags of your own or based RTing with – i.e. you tweet their content @DarenBBC
media profiles so everyone who goes on things you’re interested in to spark if they tweet yours
there will be encouraged to follow you conversations and get found (e.g. ‘Just “Ask questions that create a two-way
Run exclusive competitions through
on Twitter got my new Airmax3000 hiking boots! conversation to engage followers. Video
Twitter to engage your audience
#hiking #trekking’) messages can be well-received, as are
Put social media sharing widgets
real-time pics.”
on your blog or on articles you write Reply to @’s within half an hour max –
so other people will spread them on ideally minutes @noushskaugen
Twitter for you
Do follow Friday’s every week (#ff), “Reply, reply, reply it's all about the reply.
Use geo-tagging to make your tweets recommending useful people or people You make people feel great when you do,
more personal you’ve recently met – the compliment and it can have the opposite effect when
will be reciprocated you don't.”
@DarenBBC
Super-engage with your
Twitter community:
the checklist

20. Get Tweetdeck or Hootsuite This is what it’s all about – creating
to organise your account. These value. Not selling, but offering
let you organise your followers into something useful, or fun, or a little
groups, and have ongoing searches freebie to brighten someone’s
running for things relevant to you. day. It’s about engaging with the
community and building a base of
Tweetdeck vs Hootsuite: Tweetdeck
people who appreciate your tweets.
is stored on your PC/laptop so
Don’t worry about sales – when they
can slow things down, whereas
see you’re useful and friendly, they’ll
Hootsuite is cloud-based and can
start following, take an interest in
be accessed from anywhere.
your business, and the sales will
Create columns that search come in time.
for your Twitter handle and your
You’re reaching new customers you
business name.
might not otherwise have found,
Create columns that search for you’re establishing a reputation, and
your key phrases that potential you’re spreading the word about
customers might use to talk about your business. Pretty good for 30
businesses like yours: product/ seconds work and not a penny
service name, terms relevant to your spent, huh!
business, your location, and so on.
So if you’re a bakery in Cardiff, you
Search is also about joining in
could set up columns searching
group conversations – if you
for ‘bread Cardiff’, ‘bakery Cardiff’,
have something useful to add to
‘fresh bread’, ‘Welsh cakes’,
a trending topic conversation or
and so on.
a hashtag conversation between
Then, every time someone mentions people in your industry, join in.
one of these things, you can @ them
and spark up a conversation. So
if someone tweets ‘Just found a
lovely little bakery outside of Cardiff,
shame it’s a drive away’, you can
reply to them saying ‘Pop into ours
if you like and we’ll give you a free
sandwich : ) central Cardiff, 36
Myers St’. Or if someone says out
the blue ‘I love Welsh cakes’, you
reply saying ‘So do we – here’s a
recipe for them http://xxxxxxxx.’
(And if the recipe is on your blog
rather than the BBC Food website,
even better.)

21. Why giving customer service on How to give great customer service on Twitter:
Twitter works:
Keep a vigilant eye on your Hootsuite
Customers can reach you instantly, or Tweetdeck search columns for your business
without any painful 0845 numbers – and product names so as soon as people make
which makes them like you. a complaint or say something nice you can respond.
Tweetbeep is a great app for alerting you when
You can resolve problems quickly –
you’re mentioned.
sometimes with a single tweet.
Using Twitter for Providing customer service over Twitter
gives you an immediate edge over
Reply within minutes to all @’s and mentions,
or at most within hours.
customer service
competitors who don’t, however big or ALWAYS be polite and grateful. The customer is
small they are. always right (on Twitter, at least). Your following will
love you for treating even the surliest and most difficult
Sooner or later, people are going to start
of customers with respect and niceties.
talking about your business on Twitter.
You need to know how to respond. If someone has a query or complaint, move
conversations to email or offer to call the person
“Now, if someone doesn’t like something you immediately or provide your phone number so
do as a business, it’s not just their six mates your other followers’ streams don’t get polluted by
in the pub who’ll hear about it. Now, they can boring Twitter exchanges. This also gives you some
tell 300 people in one click of a button. protection if they’re making lots of negative comments.
Tackle the issue and take it offline”
Deal with the issues quickly off Twitter (within a day
@DigitalBarton or two), or they’ll tweet something even more scathing
next time.
Be transparent, but don’t do yourself
a disservice publicly.
Randomly give nice (complimentary) customers
freebies from time to time (cheap ones, obviously!).
RT compliments you get, saying thanks.
Ask for feedback: what would your followers like more/
less of, any new stuff they’d like to see, whether your
tweets are useful.
Let customers know offline that they can contact you
on Twitter with any questions or queries when they buy
from you.
Record your dealings with customers on Twitter
wherever you usually record customer relationships
and account progress.

22. The cult of you:
Here’s how: Create lists of complimentary people “Creating your own hashtag can get you
you follow that your followers would find good exposure if you understand your
Know your niche. Become the de facto
useful. (Find out about lists here: http:// Twitter community. I recently created the
becoming an destination for comment on that subject.
You need to be valuable and helpful, all
blog.twitter.com/2009/10/theres-list-for-
that.html) If you’re an electrician, that
hashtag #duncansdream
to get my followers following each
indispensible the time. could mean lists of ‘Other trusted local
tradesmen in Shrewsbury’, ‘People who
other – people searched it and followed
others using it. I did it because I know
resource for
Set up a column that tracks other big
tweet useful plumbing tips’, and so on. most people on Twitter are always on the
hitters in your industry and industry
look-out for interesting and like -minded
news. This is your RT material – if Set yourself up as an expert and get
your industry you see something useful, pass it people to Q&A with you. Ask the
people to follow – and they want to be
followed by those people too. Result?
on to your followers. Definitely RT community if they need help. Run a
#duncansdream reached number one
your competitors’ tweets too - if you record company? Tweet: ‘I can help
on trending topics, and was trending for
aggregate the best bits of your rivals’ you value your vinyl – tweet me the
four days in all. Be innovative and tap into
tweets, people will begin to rely on you record name & will try to help’. Are you
what people are looking for on Twitter and
rather than them. a gardener? Then ask ‘Trouble-shooting
you can access exposure like that.”
problems with weeds & identifying
Follow Friday (#ff) every week to @DuncanBannatyne
Twit-pic’d flowers all day – @ me’.
recommend genuinely useful or
interesting people to your followers. If people come to you for help, make it “Crowd source posters/videos/designs -
easy for them. Respond quickly, send get your consumer involved and feel part
them links to advice (on your blog, of the brand. You can also get great,
ideally), or offer to call them. immediate feedback.”
Tell people they can call or email you for @noushskaugen
further advice – it makes you accessible
and friendly. “Become a ‘super-editor’ (borrowed
Start trying to meet people offline from the lovely @dougrichard!) for your
to cement Twitter relationships. industry or sector. Be the person not just
Target individuals you have good in the know, but the person who shares.
Twitter rapport with casually, as well as Become an uber-hub!”
tweeting things like ‘anyone at Covent @shaawasmund
Garden and fancy a coffee?’, ‘anyone
at #conference?’.
Tweet valuable, viral content from your
blog. List-based blogs work well
(‘5 tips for’, ’10 ways to’). They’ll draw
in a wider audience through RTs and
your reputation as an expert will spread.
“You want to become the go-to person Always, always offer as much expert
for your industry or niche” advice on your niche as you can through
@markshaw your tweets. If it’s complex, blog it then
tweet the blog.

23. Why getting your employees to tweet How to decide How to make it work want potential clients following your
could be a great idea: head of marketing only to find out his
The key to tweeting well is passion. Policy makes perfect. Have clear,
girlfriend dumped him last night so
People buy people first If your employees are passionate about written-out guidelines on: what can
he went drinking until 4am before a
what your business does, get them and can’t be talked about; whether
Increase the flow of tweets and traffic meeting with them. Make sure every
tweeting. If only one is passionate employees can swear; whether they
back to your website Twitter account associated with your
about your business, just ask them can link to their personal accounts;
brand maintains a level
Add more personality to your brand to tweet. If they’re tweeting already, how personal they can make it; how
of professionalism.
the below applies anyway. often they should be tweeting; what
Staff will largely enjoy the responsibility
queries they can answer themselves
of being involved in shaping your brand Having one business account that
and what they need to refer to you;
“Don’t assume the youngest person in everyone tweets from
It frees up your time what queries they can answer on
the room is the right person to represent
Twitter and what they should move Explain in your one-line bio this is a
your business on Twitter. Always get the
Why it could be an awful idea: to email (this is particularly important group account, and name-check the
person who is most passionate about
Too many tweets and you’ll look when it comes to customer service). employees tweeting from it (‘tweets by
your business to tweet.”
like spam Keep the rules few and simple. James, Mitesh and Carly). This makes
@markshaw things more personal.
Potentially lose your Twitter ‘voice’ Keep your policy up-to-date. Are
employees allowed to mention that Use Hootsuite to manage the account.
If they’re not truly up for it, it’s a lost “Don’t just get the intern to do it.” exciting new contract you’ve just won? You can set up a business account
cause @DigitalBarton that you all tweet from, but you
Have a training day to explain all this.
get individual log-ins to Hootsuite
Make sure everyone who’s going to be
underneath that tell followers who
tweeting knows what they should be
within the business sent that tweet
doing and what they’re allowed to do.
from the company account. This also
Getting your “It can be worth getting a social media
gives you control: you decide how
much an employee can do via the
employees consultant or agency to help you
develop your policy if you’ve never
company account and you can cut off
their log-in if they leave the business.
done one before.” Check out this page to find out more -
on Twitter @DigitalBarton watch the ‘Team Workflow’ video:
http://hootsuite.com/about#team
Make sure you don’t all tweet at the
If employees have individual accounts same time to avoid being spammy.
Think about incorporating the business Draw up a rota if necessary.
name into their handle – we have
@smartamatt, @smartajo and
@smartahayley, for example.
If they already have individual
accounts, it’s worth getting them to set
up new ones like this to keep social
and work tweets separate. You don’t

24. You need to measure how you’re Integrate Twitter with other social media
doing on Twitter – no excuses. Only activity. If you have a strong visual
by monitoring can you figure out what element to your products or work, create
works and what doesn’t, what needs a profile on Flickr and use it to drive
Measuring
more (or less) of your time, and, how traffic to Twitter and vice versa. Do the
to do better. same for videos on YouTube, fan pages
on Facebook, and so on. Definitely,
How you measure your success will
your success
definitely publicise your Twitter account
much depend on what your
on your Smarta profile – and vice versa!
objectives are.
You might want to start thinking about
As a rule of thumb, don’t just look at
and developing
separating your business and personal
number of followers – how well you
account.
engage with them tends to be better.
So that could mean using metrics like: You can launch competitions on Twitter
how many RT’s you get, how many to engage a wider community.
people @ you in a day, how many
offline meetings you get from Twitter,
how many offline referrals you get from
Start thinking about what hashtags and
trends you can start on Twitter
to bring your community together. See
a strategy
Twitter, how many people #ff you, how
what we mean and how this can work
many customer service enquiries you
on the next page...
handle through Twitter, and so on.
There are loads of analytics tools to “How many lists you appear on is
measure loads of different aspects generally a good indicator of how
of Twitter activity – try any of the well you’re Tweeting.”
ones in this article: http://www. @markshaw
socialmediatoday.com/SMC/80437.
As you get more into Twitter, you need “At the end of the day, no matter which
to start reallocating resource according channel is used, we all need to analyse
to how much love you’re getting on our efforts. Depending on the objectives
Twitter, and how well you’re doing on it here are a few topics to look at: sales,
according to your metrics. number of followers, link click-throughs,
traffic to site, possible downloads,
You can also start thinking about newsletter subscriptions, retweets,
developing a more advanced strategy replies and lists.”
than just tweeting away serendipitously.
@Mazi
You should obviously be using Twitter to
drive your other marketing campaigns.
You can also run exclusive competitions
or promotions through Twitter, using
Twitter-exclusive reference codes.

25. Dolan Bikes is a specialist frame They tweet loads of pictures of bikes
and bike builder to world champion they make and famous ones they don’t
track and road cyclists. Customers using their own hastags: #bikeporn
include cycling royalty such as Chris (which tapped into culture of quite
Boardman, Sir Chris Hoy, Mark how fanatic their fans are), #db (short
Case study:
Cavendish and Bradley Wiggins for both ‘dogs bollocks’ and ‘Dolan
OBE. The brand is loved by cycling Bikes’) and #iwantadolan. They also
fanatics as a long-standing but small- encourage their followers to send
scale British business. Its bikes cost photos of their own bikes in. They
Dolan Bikes
upwards of £1,000. Pretty niche, then. share the images on Flickr, and put
videos on YouTube – the integrated mix
Yet in eight weeks, @Dolan_Bikes of social media draws in an audience
managed to grow its Twitter following from all the different corners of the
from seven to more than 500 and have web. They also regularly share insider
sold 12 bikes worth £1,000 - £3,500 off tit bits on cycling and the business -
the back of their Twitter activity. photos of founder Terry Dolan,
for example.
First the team took a hard look at why
people were interested in their brand. Offline, the team cannily sponsored
They knew their strength was being an a celebrity bike ride for Sport Relief,
old-school, English brand in a market providing bikes for all the cyclists.
saturated by big faceless American To leverage this on Twitter, they ran
companies. So they’ve worked on a competition using #dolanbikes and
creating a personality for Dolan that’s #sportsrelief that was launched five
quite quirky and tongue and cheek, minutes before the BBC coverage of
in that very English way. the cycle. They got more than 10,000
Twitter mentions while the programme
They started talking to people in their was on. Which is pretty good exposure
community, finding them through for an idea that was knocked up in five
searches on phrases like ‘new road minutes at the absolute last minute.
bike’. They came across a Hollyoaks
actor who expressed interest in a new They’ve also asked their industry-
bike on Twitter, and offered him celebrity followers, fans and clients to
a custom paint job. tweet about them. In short, they’ve got
their community right behind them,
and they’ve learned how to tell their
story on Twitter.
http://www.dolan-bikes.com