15/03/2011

By Hayden Sutherland, Director of Ideal Interface, part of All About Brands Plc

Tweeting is now part of business lexicon. In this article Hayden Sutherland gives his top tips on how to be a successful tweeter on Twitter.

As more and more of our clients turn to Twitter for marketing and PR purposes I thought I would put a few recommendations together on best practice tweeting techniques for those who run corporate and brand Twitter accounts.

1. Use of URL shorteners

Rather than use the whole URL in a Tweet, consider using a URL shortener such as TinyURL.com or Bit.ly

This has two direct benefits:

i. It allows more productive use of those precious 140 characters, therefore, allowing you more space to provide triggers or information; and

ii. Since most URL shorteners now provide some tracking of click-throughs, you can quickly see the effects your Twitter activity is generating. Furthermore you can attribute leads or even conversion statistics (yes, even sales) to specific tweets, enabling you to calculate a direct value and effectiveness from your Twitter efforts.

And if you’re really keen, you can even go so far as to create a bespoke URL shortener if you think this will help your marketing efforts.

2. #Hashtags

Hashtags are the additional keywords you put into your tweets to categorise the subject(s) you are posting about. For example:

The iPad 2 Launch What You Need To Know - http://goo.gl/5SNk3
#Apple #iPad2 #tablet
http://twitter.com/#!/haydens30/status/43267086792921088

Although it’s not that popular with the mainstream of Twitter users, a lot of power users (e.g. journalists, industry professionals, etc.) search on hashtags rather than just normal terms. Consider using relevant market hashtags or even more relevant ones if you are tweeting about a specific topic. And remember, it’s important not to put spaces in hashtags, as only the characters up to the space will be used.

3. Consider re-posting tweets

This can be especially beneficial if it is done at different times of day should you be targeting an international audience or those who sporadically check their streams at specific times. The ‘rule of thumb’ is not to repeat postings too often (more than about three times is considered too much), but there is nothing wrong with duplicating important Tweets (information, offers, etc.).

4. Check your spelling

Ensure all Tweets have the correct spelling, unless it is clear you’re abbreviating to save characters.

Therefore “Facebook” or “FB” is OK, but “Fcebook” looks like a mis-spelling and can reflect badly on your brand.

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