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Using Twitter for Business

John Jantsch
Duct Tape Marketing
916 W 47th Street
Kansas City, MO 64112
866-DUC-TAPE (382-8273)
john@ducttapemarketing.com

Duct Tape Marketing – all rights reserved – used with permission

Using Twitter for Business – Perhaps!

Maybe the siren’s call of twitter ‐ http://www.twitter.com (everybody’s doing it) has
become too much and you’ve jumped in. Or, maybe you have no clue what it is or why
you would care. I get asked enough about this mircoblogging tool that I thought I would
create a practical guide for business folks wrestling with yet another social media
outpost.

What is it?

In simplest terms, twitter is a free service that allows anyone to say anything to anybody
in 140 characters or less – it’s the “what are you doing right now” kind of micro‐blogging
that permeates online social communication.

So, now the question is – is that all? Well, no, not exactly. While people are using it to
tell no one in particular what they had for lunch, millions are leaning on twitter pretty
hard as a way to network and communicate with contacts new and old. twitter is
outfitted, like most social media tools with the ability to subscribe, share, friend or


follow as many twitter feeds as you like. In addition, developers are swiftly creating
tools that allow users to bend and twist the feeds in creative ways. More on that
shortly.

How do I use it?

First thing, sign up for an account. It’s very painless – http://twitter.com/account/create

Your next stop should be to the twitter help guide ‐
http://help.twitter.com/index.php?pg=kb.book&id=1 this is where you get all of your
basic how to questions answered. Read it, it will save you some time and anquish.

Once you create an account you will be given a home page and a profile page – ie: my
profile is http://twitter.com/ducttape. So my twitter handle is @ducttape. From these
pages you can find others Twitter streams to follow, post your own messages and even
watch the entire public stream of comments flow by. (I don’t recommend that unless
you are really, really bored.)

It’s a good idea if you are going to jump into social media sites that
allow you to build profiles to create a 100 x 100 px image, or avatar as
they are called, to use on your profile and often with your activity.

Why would I use it?

Now that is the real question isn’t it? Many people look at twitter on the surface and
conclude that it’s just one big waste of time. I can’t say I disagree completely, but like all
social media and marketing tactics, before you can determine if something makes sense
you need to analyze your objectives. So, instead of asking why you would use it, ask how
it might help you achieve some other already stated objectives.

1) Would you like a way to connect and network with others in your industry or
others who share you views? It’s a good a tool for that.
2) Would you like a way to get instant access to what’s being said, this minute,
about your organization, people, products, or brand? It’s a good tool for that.
3) Would you like a steady stream of ideas, content, links, resources, and tips
focused on your area of expertise or interest? It’s a good tool for that.
4) Would you like to monitor what’s being said about your customers to help them
protect their brands? It’s a good tool for that.
5) Would you like to extend the reach of your thought leadership – blog posts and
other content? It can be a good tool for that?
6) Would you like to promote your products and services directly to a target
audience? Not such a good tool for that?


Before you really jump into a service like twitter, it’s important that you identify at least,
and initially only, one objective from the list above and focus your efforts on learning
how to use the tool to that end.

Who do I follow?

In twitter terms, following someone simply means that their posts, or tweets as they are
called, show up on your homepage (or text messages via mobile phone option)

To make twitter more useful for many of the objectives above you need to follow others
and begin to have others follow you. Some people take very aggressive and, often, time
consuming leaps into to this and try to follow and be followed by everyone on twitter.
Again, back to the objectives, most often quality over quantity is best.

While you can upload your current contacts (a good place to start) and search for
people you know on twitter, I would suggest that you take a look at 2 sites that will help
you locate people with focused interest.


Twellow ‐ http://www.twellow.com/ is like a twitter phone directory that sorts people
by industry. This can be a great way to find people in your industry.

The profiles also tell you a little about each person, including how many followers they
have. Sometime following people with large followings can lead to people following you,
but if your goal is networking, be realistic and find people who may also just be getting
started. If your goal is to keep tabs of what industry leaders are saying, then focus on
industry leaders. The twello site has a link to each profile on twitter so you can click on
the link and go to a twitter page to follow the person you have chosen and then jump
back to twello to keep looking. If you want to get listed on twello use this link
http://www.twellow.com/user_add.php

Another directory can be found here  ‐ http://twitterpacks.pbwiki.com/ The nice thing
about this directory is that you can also add your twitter links if you aren’t afraid to edit
a wiki.

What do I say?

Another tough question. Whatever your answer, it needs to be 140 characters or less.
So, let’s go back to the objectives shall we?

If, for instance you want some immediate feedback on things, you may choose to pose
some questions. This often stimulates conversation but it can also do a great deal in
terms of helping your make a decision ‐ a bit like a poll. I have received some great ideas
for blog content and often cross post a response or two from twitter in a blog post.

If you want to promote an event or post or idea don’t simply link to it, add a twist, ask if
people have any thoughts, pose an interesting thought.

To post your own tweets you can simply visit the twitter home page, but you might also
consider these tools.

• Wordpress plugins‐ http://alexking.org/projects/wordpress (if you add the
Twitter Facebook application your tweets will automatically show up as status
changes on Facebook)
• Twitterrific ‐ http://iconfactory.com/software/twitterrific/
• Twhirl ‐ http://www.twhirl.org/
• twittermania ‐ http://mashable.com/2008/05/24/14‐more‐twitter‐tools/


Watching

One of most important and frequently underutilized objectives for twitter is as a way to
monitor your brand and reputation. Anytime anything is being said about your
company, products, people, or services you can track it and respond instantly. You can
also use a set of readily available tools to track what’s being said about any search term
you like. This is another way to find people with shared interests.

Twitter Search ‐ http://search.twitter.com/ This little tool allows you to monitor
anything you can search. I use it to see what’s being said back to me @ducttape and
then do searches like “duct tape marketing” or “john jantsch” – now for some this may
feel a little vain, but this is a great way to stay in touch and even network with folks who
have an interest in your products and services.


Some large organizations such as Dell use twitter very effectively to communicate with
customers ‐ happy and sad alike. This has become a major customer communication
tool for them because they can respond immediately.

Lastly, twitter search allows you to create RSS feeds from  your searches so you can
have them sent directly to your RSS reader or you can republish a stream of content on
your website or blog and add the collective twitterverse to your content creation.

I hope you enjoyed this little guide. It is not meant to be the complete guide to
everything twitter, it’s simply intended to try to help you make a little sense out of
twitter as a useful business tool.

Let’s Get Social

If you would like to connect with me on one of the following social networks, here are
my profiles.

Plurk ‐ http://www.plurk.com/user/ducttape
LinkedIn ‐ http://www.linkedin.com/in/ducttapemarketing
Facebook ‐ http://www.facebook.com/profile.php?id=740360803
StumbleUpon ‐ http://jjantsch.stumbleupon.com/
Flickr ‐ http://www.flickr.com/photos/ducttapemarketing
Twitter ‐ http://www.twitter.com/ducttape
YouTube ‐ http://youtube.com/jantsch
�ݺ�ߣshare ‐ http://www.slideshare.net/ducttape
Digg ‐ http://digg.com/users/jantsch
Friend Feed ‐ http://friendfeed.com/ducttape

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