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Is Twitter just for people who can’t shut up? Many tweets are irrelevant, and it takes some digging to get to the good stuff. That way, it’s not any different from looking for a good book. Between shelves of fluff, there are literary gems such as “The Perfume”, “Madame Bovary” and “To Kill A Mockingbird”.

Companies (and individuals) can of course choose never to send a tweet into cyberspace. But the problem is that companies will be left behind and their competitors will have the competitive edge.

Tweets are short (140 characters) and resemble sms-speak (not surprising, considering the original twitter concept) and have huge marketing potential.

Following is a short guide to tweeting (courtesy of www.ReputationManagementFor.com with some of my own additions).

1/ Tweeting
When you tweet, you’re sending a message to all of your followers (see 2/) and displaying the message on your Twitter Feed (a list of your tweets). Now, it’s extremely important that you bear a few things in mind when tweeting, as you can end up wasting a lot of time for zero productivity. Don’t over-tweet, but don’t tweet sparingly either. A Tweet a week does not an interest garner. These are some important things you’ll need to keep in mind while tweeting:

  • Don’t treat Twitter like an SEO exercise. Nobody cares for unexplained, uninteresting links, and if all you’re doing is linking back to your website, people will generally ignore you.
  • Don’t make ridiculous spelling mistakes. Tweets are only 140 characters long, and typos and other errors will reflect badly on your company. Spell it right; sell it right.
  • Try not to be too personal, or emotional. You’re marketing your brand, and while that doesn’t mean you should be robotic, attention-seeking will ultimately reflect badly.
  • Develop your own style, but unless you’re a professional comedian don’t make every post into a joke.
  • Make sure to hashtag important keywords in your tweet (see 4/).

Ideally, every time you tweet you want your followers to re-tweet (RT) your posts. That way, you are reaching the followers of your followers.

2/ Following
When you follow somebody on Twitter, it means that you’re going to automatically get updated with every tweet of that user. You can opt to get as many people to follow you as possible, or to expand your brand awareness and market influence to targeted users (journalists, institutes, bloggers, magazines, etc.).

The easiest and simplest way getting followers is to include obvious links to your Twitter account on your website, and any email correspondence you send out. If you don’t tell people to look for your Twitter account, you’re relying on people looking for you speculatively, and that can be a slow process. Also, you can enter your contact list from GMail, AOL, MSN, Hotmail and Yahoo! accounts to see if the people you already speak to use Twitter. Following people you know on Twitter will encourage them to follow you.

3/ @Mentions
If you have a look at your “homepage” on Twitter, you can see a few tabs below the Tweet box. One of these tabs says ‘@Mentions’. A @Mention is when somebody puts a ‘@’ sign, followed immediately by a username. When somebody @Mentions you in a Tweet, it’ll show up both on their Tweet Feed and on your @Mentions page (which your followers can’t see. A @Mention is useful:

  • To engage other users who are not in contact with yet. They’re then more likely to return the favor.
  • If you’re Tweeting their material. Their details do show up on a RT, but a @Mention will show gratitude and let the person know you’re passing on their content/posts.
  • When tweeting original content. Start the post with “RT” and end it with @yourtwittername. It makes it easier for people to find you and associate your Twitter account with the content being (re)tweeted.

4/ The #Hashtag
While we have already mentioned that this shouldn’t be an SEO exercise, that doesn’t mean that none of the same principles apply. The #hashtag is the king of Social Media Optimization – an opportunity to make use of ‘keywords’. People searching Twitter for posts on specific subjects will generally find #tagged posts first. Tips to use #hashtags:

  • If you want to talk about a #subject, #location or #person (without linking to their Twitter account), use the #hashtag.
  • A #hashtag can be used to emphasize a specific part of your tweet, and generally adds context to any content or comments you might be posting.

Twitter posts show up in Google search results. Although it is unlikely that a Twitter post will outperform a highly contested keyword by normal SEO standards, a clever campaign on a specific subject will get attention.

5/ Trending
Twitter keeps track of when a term (or #term) is being used a lot on Twitter. It records Trends that appear by geographical demographic, and a general worldwide tracker. Thus, if a #term (with or without the #hashtag) is popular in e.g., the US; users who’ve set up their “Trend Feed” to the US will automatically see a list of the “Trending Topics” for that country. Users can also click on a topic that is trending (e.g. budget cuts).

There are many innovative ways to turn social networking and social media profitable for business. On your Twitter homepage, you can link to your own website. You can also add Twitter to your website homepage. Your tweets will now automatically be displayed.

6/ Shortened Links
As mentioned before, tweets are limited to 140 characters. Most website links (e.g., to articles you RT) take up a lot of character space. To solve this problem, there are several free services around that automatically shorten your links. The most popular are tinyURL and bit.ly.

Wishing you Happy Tweeting!

(Cartoon courtesy of Johnny Ancich of Past Expiry)

As we all know that social marketing is the current and future marketing trend. It has several advantages compared to classic marketing:

Higher level of transparency

Customers, prospect, business partners, and employees are googling for information: e.g., legal complications, background, experience, recommendations. Companies therefore need to be transparent in order to build and maintain trust with their suppliers, customers, employees, stakeholders and target audience. Social media such as Facebook, Twitter and blogs are perfect to inform and communicate in real time.

Promotion is far less intrusive

Customers resent aggressive ads that are intrusive and interrupt. Smart companies know the behavior pattern of their target audience and make sure to engage them in a smart way with their brand. Social media provide a great promotion channel, since the target audience has control over how and when to be exposed to brand and product promotion.

Focus on target audience, not the business itself

Good marketing is interactive. Marketing campaigns should be aimed at and interacting with the target audience. Any campaign launched by the company must be built on the target audience, not the business itself.

Integrates online video

Video and mobile marketing are gaining ground. More and more companies are creating their own online video content. Especially testimonials and endorsements are powerful tools. They are easy to create and posting them on YouTube ensures instant and free promotion.


It rocks

Social marketing provides a golden marketing opportunity, but it must be done properly. It must therefore have repeatability; a one-time effort is not only a waste of time, but would also build false expectations and could therefore easily backfire. Needless to say, in the online marketing arena, any campaign must be relevant and memorable. The power of any online marketing campaign is its ability to go viral.

Leveraging new concepts
Facebook, Twitter, blogs, and YouTube are here to stay, so leverage them. More and more individuals and companies around the world are adopting them. They provide agile channels to reach potential customers, build brand loyalty, to keep connected with customers, and to find out what competitors are up to.


The main expense for managing a social media platform is time when done in-house. But it must be correctly – it must remain relevant, consistent and persistent. Many companies therefore prefer to outsource.

Want to learn more about social media? Contact Our Best Words at info@ourbestwords.com