Archives for posts with tag: Twitter

Not long ago, groups planning a festival or other large event had few effective ways to spread the word. And even fewer cost-effective ones.

Social media, and Twitter in particular, have changed that.

Based on work I just finished for a client that involved marketing, public relations and outreach for a major event, this post summarizes 10 steps any group can use to promote an event with Twitter.

These 10 steps lay out some solid basics for Twitterers unaccustomed to these tactics. And they would also make a good check list for those more familiar with using Twitter and related tools on the social web to influence and draw attention.

You need at least 3-4 weeks before the event, if possible.

Step 1. Prepare

In this phase, scout for the partners and people connected to the event who have the most influence online. Good indicators are the numbers of engaged and active followers they have on Twitter, as well as their scores from Kred or Klout. (I’m a fan. But both have detractors — however, that’s another post. )

The point is, you need to swiftly identify the folks to pull into the social campaign who will have the biggest impact as they promote the event on Twitter and through apps that work well with Twitter. Once those people are identified, contact them and make sure they are involved in planning the event promotion from the start.

Step 2. Pick a hash tag

This is not as easy as it might seem. The hash tag for the event is important because it will let you monitor Tweets about it and let fans and participants follow the Twitter conversations about the event.

The hash tag must:

  • be short
  • be easy to use/type
  • make sense

And the hash tag must not:

  • be used yet (check by searching options on Twitter)
  • be an acronym that is, or could be construed to be, profane (checking an urban dictionary is a good idea)

My suggestion isn’t just to monitor the Tweets using the hash tag, but also to track Tweets with the name of the group or event. When responding to those Tweets, you can add the hash tag for the event to spread awareness of it. Tweetdeck is handy for monitoring those mentions, as it allows several searches to be set up in columns right next to each other.

3. Start to Tweet

Now that you’ve got your most influential partners on board and a great, effective hashtag to use in all Tweets and mentions, you’re ready to start Tweeting. This could happen about two weeks before the event. Using a tool that lets you schedule Tweets is helpful. I really like Bufferapp and Hootsuite.

4. Create conversations

Automation can be helpful — you don’t want to swamp followers with Tweets at one time. But don’t rely only on that. Engage and interact with those who Tweet about the event or share the Tweets that you and your partners send. Create catchy Tweets that refer to the event’s highlights. Mention some of the influencers, and the event hash tag, of course. This encourages responses, sharing and interaction.

5. Keep it interesting

Sending out the same Tweet (or very similar versions) will bore followers, at first, and then annoy them. Mix it up. Send out some Tweets that offer a countdown to the day. Send others that tease highlights. Send others with a map or other interesting info. Send some with a question, like “What are you doing on ____?” (fill in the date of the event) and link back to a website with all of the details.

6. Use tools to drive more influence

The technology and apps that exist now to turbocharge the effectiveness of Twitter and enable smooth, frequent sharing are amazing. Twylah is a fabulous tool for amplifying Tweets and dressing them up so they are curated and presented in a magazine style. Scoop.it is also a great site for creating a customized magazine of links and Tweets. As traditional media cover the event, links to those articles could be added through Scoop.it. Make sure to mention the Twitter handles of partners, in addition to the event hash tag, when posting to encourage sharing.

7. Use art

As you send out a mix of Tweets, include art, such as the event’s graphic or logo. A pretty easy way to create art to Tweet is to make a tag cloud of words that characterize the event, using the logo for the shape of the cloud. Here is an example I did for this client’s event. Maps, guides to transportation (or street closures, if relevant) or the lineup of bands or other highlights can also work well.

8. Build promotion to a peak

The wonderful site Storify, which makes stories from Tweets and other social posts, is often used after an event to summarize it. However, it can also be used very effectively just before the event. Here’s the one I made the day before this client’s event. With Storify, you can gather the promotional Tweets that have been sent about the event. It can concentrate the excitement. And the Storify story can be easily shared, which also ramps up the social sharing. So make sure you mention others who can ReTweet.

9. Monitor and stoke engagement

On the day of the event, keep monitoring the hash tag associated with it and the names of the group hosting the event as well the name of the event. Respond to Twitterers who are talking about the event. Keep the conversation going by asking those folks to Tweet about their favorite aspect of the event. Then share those. Monitoring also alerts you to trouble spots. Are lines too long? Are the bathrooms unkempt? People will often Tweet about that. Deal with any complaints, proactively. You can acknowledge and respond through Twitter.

10. Afterwards, take stock

Assess what worked and what to improve upon for next time. Hashtracking is a great site for providing information about impressions on Twitter that specific hash tags received. For the 24 hours surrounding Discover Gordon Square Arts District Day on June 9, there were more than 128,000 impressions of #GordonSquare!

I’d love to hear the ways you’ve used Twitter to promote an event.

This post breaks down the steps for promoting an event on Twitter, making them easier to digest. But if you’re new to Tweeting, it might still feel overwhelming. If so, pull in someone more seasoned in social media to help.  You can find me on Twitter here.

Today was one of the busiest days for my blog since I started it more than a year ago. Part of that is because PRDaily picked up a post of mine that initially ran on this blog last month. (I am going to start contributing to that awesome site regularly with original posts. Thanks, Michael Sebastian!)

But part of the reason for traffic and clicks, I’m sure, is because I got ripped off by a PR agency that knows better — or damn well should.

When I saw that this agency posted my work, literally word for word, as its own, I sent a comment to the blog. The “moderator” didn’t approve it. Shocking, I know.

I decided not to blow off this one. We creative types who dream up and send out our content have every right not to have it stolen. Yet so often, that’s exactly what happens. Many bloggers and others have weighed in on this, including my friend Peggy Fitzpatrick in this wonderful post last month on her blog. Still, it seems as if the stealing is only growing. It sure is easier now than ever to do it.

When my feisty #takeitdown Tweet went out, many members of the Twitter community rallied to my defense and also fussed and Tweeted about and to the offender (neither of whose Twitter handle nor pilfered link I am going to include here because, while I want the burglars outed, I don’t want to give them exposure of any kind that would likely just boost their analytics.)

That support heartened me. It definitely drove extra traffic to my site. And, in a perverse way, it probably also increased my standing as a blogger and content creator because I was deemed good enough to rip off. After all, those counterfeiters fake only the high-end goods, right?

Set aside the extra attention and support that came from this incident, which totally reaffirmed my belief in the social web’s ability to self police and to form and support their community.

This is what I keep contemplating as a result of today: as content becomes easier to share, how can we find better ways to ensure creators and owners get the credit for their intellectual property and effort? After all, these are the folks who help keep the social web spinning.

I know nothing about programming or coding. But I do create a ton of content for clients, for my own blog, for other blogs like the best list blog on the web 12 Most. Can’t the whip-smart brains in our community make tighter seals of authenticity around the art and content being created and shared?

I see infographics, for instance, without Twitter handles or even names of the brainpower behind them. I try to track down the designer, where possible, and include them when I Tweet the art. I will often send great infographics through a Power Tweet on Twylah because of the turbocharged exposure it gives to Tweets, like this one. I figure if the Tweet I use to share an infographic is going to get a longer half-life, the creator of that content deserves at least as much of that as I do.

It sometimes comes down to leverage.

When I freelanced for major publications in the late 1990s, and electronic platforms were still pretty young, it made me laugh that I had to sign away my rights to the articles I pitched and wrote whether they ran on a long list of existing media channels “or any that hadn’t yet been created.” Those lawyers think of everything. What choice did I have?

If you work for an agency or creative, digital firm, it owns your work. That’s the trade-off for getting the protection and security of full-time employment with benefits. Because of its resources, the firm can also help guard against illegal use of the work.

However, if you run your own shop, as I do, then you get to keep control over the rights. But you also run greater risk of getting scavenged by the scum who swoop in and think that with a simple ‘cut and paste’ your work can be theirs, for free.

I have given up on the idea that stealers will be reformed. Have you seen the statistics on the percentage of college students who cheat on exams (including the gem about cheaters having higher grade point averages? Yuck!) Or the number of folks who cheat on their taxes, including those nominated to Cabinet positions?

So, I get that it’s going to keep happening. And I’m not stuck on this because it’s a morality issue, which it is.

This matters to me and to many tens of thousands of other creative people communicating, marketing, leading, influencing and coaching on the social web. Why? Because of the commercial threat that stolen intellectual property presents to all of us.

Like other content creators, I get business because of the quality of my content and the wheels that turn inside my brain that think up the ideas, strategies and concepts I offer clients. It angers me that vultures take what they want with no regard for their prey — us.

We can put tracking devices on cars. We can put microchips inside pets to help them be safely found, if lost. The beleaguered U.S. Postal Service, struggling to turn a profit, manages still to return letters gone astray, for goodness sakes! Why can’t we do a better job of making content harder to steal? I imagine that kind of technology would have many customers and make its inventor good money.

Yes, I know some tools exist, such as trackbacks and pingbacks. I use Google alerts and Topsy.com as well. But I am picturing something like an alarm that prevents the content from being lifted in the first place. Like one of those ink-filled security tags stores use. When a shoplifter gets a dress home and tries to snip off the device, ink explodes, rendering the garment unwearable.

Getting ripped off, and seeing my friends get ripped off, clearly still has me steamed.

So, thanks for visiting my blog on one of my busiest days and bearing with me as I think of, and strive to create, better solutions. It’s what I do for a living. Oh, and I’m happy for you to share this post. But don’t steal it…otherwise, I’ll shame you with Tweets, and so will some of my Twitter chums. (I picked up about 30 new followers today, too!)

Fans of my blog know I love word clouds.

I use them in presentations, blog posts and even in reports. They show the proportional use of words, in a graphic form. And word clouds can give real power, visually, to analysis.

I decided to see what my Tweets looked like in a word cloud. Tagxedo has a great tool for this, which allows customization in many ways, including the word cloud’s layout, color, fonts and shape.

Using the tools on the site, I typed in my Twitter ID and downloaded information from my Tweets. I chose to remove (or to skip, as it’s called on the site) Twitter handles, so the words in the graphic included only those within my Tweets. Then, I played around with aesthetic aspects, picking fonts, colors and a shape I liked…

…a quote!   

With the specifications I chose, Tagxedo’s tool created a visual representation of my Twitter stream — what I Tweet, ReTweet, post and comment on in chunks of 140 characters or less! While simple and fun to do, this exercise actually serves a very useful purpose: it is, essentially, a visual representation of my brand on Twitter.

What about yours? Does it look like and say what you want it to?

My Twitter-data generated Infographic…yep, pretty much nails it!Image

The company Visual.ly has come up with many incredible tools. But its latest development (I have no stake — monetarily or otherwise) fascinates me as someone who devours all forms of media and data to stay on top of trends and advise clients who want to do the same.

Using the option to create infographics, anyone can see how a topic spread across Twitter in the past 30 days, as indicated by a #hashtag. This feature also shows the most influential Twitter accounts that used and spread the topic’s hashtag.

The implications for research into cultural and media trends are profound. We can see — admittedly though just one imperfect vehicle: a Twitter #hashtag — how information about a specific topic or news item ripples through a social media site with more than 300 million accounts and that handles 1.6 billion search queries each day.

I decided to look at the spread of news about Trayvon Martin by analyzing the use the hashtag #Trayvon. As media reports indicate, Trayvon, a 17-year old African-American teenager from Miami Gardens, Fla., was unarmed when fatally shot last month. George Zimmerman, the man who says he fired in self-defense, has not been arrested as of today. He has been described in different news reports as White and as Hispanic. And the case has sparked widespread outrage and protest. Trayvon’s school has been criticized for not announcing his death to the students until almost a month had passed. The police and prosecutor connected to the case have also been criticized their conduct. And the police chief has temporarily stepped down.

In this case, I input the hashtag #Trayvon in the Visual.ly tool and created an infographic. What appeared surprised me. I expected to see use of the hashtag swell after the shooting of Trayvon. Instead, there was just one reference. That appeared on Feb. 26 — the day of the shooting. And then, weeks went by before the hashtag #Trayvon was used again on Twitter. After that, it rose dramatically.

Many observers of this tragic death charge that the mainstream press delayed and downplayed coverage because of race. This infographic shows that a weeks-long lag in spreading awareness of Trayvon’s death is apparent also through a common social media marker: the Twitter hashtag. By examining this and blogging about it, I hope to illustrate a new way that those of us who care deeply about issues in society and the media can add dimension as we explore and analyze important current events that affect our communities and our relationships with each other. I also wish peace for the young man’s family, friends and community — and for calm as justice unfolds.

#Trayvon Twitter hashtag absent for weeks after his death Feb. 26

If you want to increase the influence you have through social media and attract more followers on Twitter, the best way is to be human: approachable, humble, informative, engaging and a little funny. In other words, don’t try to get more Twitter followers. Instead, try to find people whose work interests you, whose posts inform you and whose viewpoints make you reflect.

Through conversation, connections and the social sharing that happens in creating and posting solid content, ReTweeting and giving credit to others, followers will come.

My experience proves this. I signed up for an account on Twitter three years ago — almost to the day. But until about three months ago, I didn’t update very regularly. I didn’t hang out and learn or actively follow people who posted interesting things.

I really didn’t understand the community that Twitter involves.

I made a concerted effort to jump in and learn more near the end of last year. And I started blogging more regularly. I became more engaged through Twitter and other social media sites. I wanted to be able to apply the knowledge to better help my clients and increase the profile and credibility of my business.

But in the process, I also found empathetic guides who shared selflessly and helped me make other connections. They led me to other social media tools, sites and data. And they still help me. Through them, I have found bloggers I love, as well great Twitter chats, resources, books and other mentors.

The social media community is very welcoming — as long as you’re not a spammer, a plagiarizer, buying followers or ceaselessly selling your wares. It turns out that, by engaging, I also found followers. In three months, my followers grew from 200 to more than 800. For proof, have a look at this chart.

The yellow bars show my Tweets. The red line reflects my followers.

If you’re famous, you’ll get followers anyway. But, if you’re not, and you do want more followers, here’s some things I’ve learned. It’s best to:

  • create and share relevant, fresh content
  • say thanks and give credit
  • follow back most of the time (though I always check out a new follower’s Tweets first, and I never automatically follow because of the ‘bots)
  • be present and be yourself
  • know you’ll make some mistakes and feel like a newbie as you go
  • have fun

Others might have another route, but for me, this is the path I found to be the most productive.

So, that’s the secret: you get Twitter followers by jumping into social media with both feet and an open mind. And it turns out the people already doing this knew it all along.

If you liked this post, feel free to follow me. Chances are good that I’ll follow back and share interesting posts and content from some other great folks I’ve met through Twitter.

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See my entire social presence here: http://XeeMe.com/beckygaylord

“Oh, you’ve got to use…”

It’s easy to feel like you aren’t sure what to do, where or how, on social media. After all, the life cycle within the social media sphere can feel as if it’s shorter than that of a fruit fly. New lingo. New sites. New companies. New capabilities.

So, if your organization is mulling its social media strategy — putting one in place or changing the one you’ve got — keep this in mind:

There’s no one-size-fits-all set of rules.

The way to connect with audiences you want to start and maintain conversations with is to make sure your strategy matches the organization’s own style and culture. Social media is, ultimately, about relationships and brand. To be effective and authentic, your social media tactics must work in concert with those.

To my mind, there’s no one channel that all organizations have to use or approach they must take, especially if your group is a nonprofit or is focused on building communities. By definition, those are as unique as the people in them.

The one thing you must do? Customize your social media outreach.

By itself, that won’t guarantee success, which takes time, diligence and responsiveness that lead to trust and build credibility. To do that, you need to interact and converse with the audiences you want to reach.

But how your organization does that through social media can, and should, be framed to suit your organization’s goals for outreach. What does it want to do? Reach funders? Find clients? Build public or industry awareness?

Two examples

Consider two organizations I’ve conjured for this blog post: a fairly traditional law firm and a nonprofit focused on community development. Their audiences and messages would be very different, as would their cultures and brands.

Case # 1

For the law firm it’s better form to have someone else tout its work, social media marketer David Heyman notes, lest the firm look like an “ambulance chaser.” A Face Book page might not be one of the social media tools it would employ. Perhaps, instead, a blog would be the way to go. That would let the firm talk about fresh trends, or do’s and dont’s within scenarios that potential clients might need counsel in navigating, Heyman suggested.

The firm, of course, wouldn’t talk about clients or any specific cases in its posts. But, by using social media, it could show its expertise in action and through examples, enabling its authority to spread much more widely than if it were published in a printed newsletter. And the firm’s followers, who would’ve opted in to receive the blog or e-newsletter, would increase the impact by sharing it with some of their followers.

Lawyers do have constraints and rules for conduct, notes lawyer, blogger, podcaster, presenter and digital media strategist Whitney Hoffman. So, they need to be sensitive to concerns such as those that relate to promoting their business or attracting clients, Hoffman says.

Still, there are smart, tailored ways they can tap into the power of social media to increase their public profile and credibility and, indirectly, their business. (Thanks to Marjorie Clayman and Shonali Burke for helping me find the experts I quoted in this example!)

Case #2

The nonprofit whose work centers on community development, on the other hand, would seek to engage in active conversations with the audience it serves. It would use social media in much more direct ways to reach current and potential clients, as well as many others.

This group would want media, bloggers and the public to know about its work and its outcomes. Using social media tools successfully would drive more viewers to its website. It could also lead to more interviews or invitations for guest posts on related websites. The nonprofit group would also want to spread evidence of its expertise so it could increase opportunities to present at conferences or appear on panels.

Like all nonprofits, this one would need to raise funds. It probably believes that existing funders know all about the nonprofit’s programs and its track record. But that’s usually not the case. Funders need to see and hear, often, how a nonprofit they are supporting is using the money. That not only lets them know the money is being used well, it gives them some recognition, too, through association.

By putting those stories out through social media channels, it informs potential funders, too. The nonprofit’s social media outreach should make it easier for it to find more resources, from grants to respected board members to volunteers.

Goals for outreach shape the social media tools

It might be that, in setting up or refining a social media strategy, you bring in a consultant or adviser with that expertise. But even if you take that path, it’s a good idea, first, to think through the outcomes you want to achieve.

Once you are clear on what you want social media to help your organization do, it will be easier to sort out which tools and ways to do that. And then you can assess new ones, strategically, in terms of whether they’d let you meet the goals you’ve already set for a smart, customized approach to social media.

It makes keeping up with the latest social media developments less frantic because you don’t have to adopt every new tool. What you choose to add should make sense in terms of your brand and culture. It depends on what you want to say and achieve, and who you want to reach, why.

So, that’s my opinion. What do you think?