Twitter Marketing

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Twitter Marketing

About the Tutorial

Twitter has a great potential to market products or services if one understands the nerves of
marketing along with the features of Twitter. This tutorial explains the basic terms used in
the domain of Twitter and provides an overview of how to use videos, images, and cards in
Twitter to promote a business.

Audience
This tutorial is going to help all those readers who would like to make a career in online
marketing or digital marketing. It will also help novice entrepreneurs who want to promote
their business through social media.

Prerequisites
We assume the readers of this tutorial have an understanding of basic marketing concepts.
In addition, the readers should have a keen interest towards engaging in social media
constructively. Enthusiasm and commanding communication skills are a plus.

Disclaimer & Copyright

Copyright 2018 by Tutorials Point (I) Pvt. Ltd.

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Pvt. Ltd. The user of this e-book is prohibited to reuse, retain, copy, distribute or republish
any contents or a part of contents of this e-book in any manner without written consent of
the publisher.

We strive to update the contents of our website and tutorials as timely and as precisely as
possible, however, the contents may contain inaccuracies or errors. Tutorials Point (I) Pvt.
Ltd. provides no guarantee regarding the accuracy, timeliness or completeness of our website
or its contents including this tutorial. If you discover any errors on our website or in this
tutorial, please notify us at [email protected].

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Twitter Marketing

Table of Contents
About the Tutorial ......................................................................................................................................... 1

Audience ....................................................................................................................................................... 1

Prerequisites ................................................................................................................................................. 1

Disclaimer & Copyright.................................................................................................................................. 1

Table of Contents .......................................................................................................................................... 2

TWITTER MARKETING – OVERVIEW.......................................................................................... 7

What is Twitter? ............................................................................................................................................ 7

How Can I Use Twitter for Marketing? .......................................................................................................... 7

Twitter Terminology...................................................................................................................................... 7

TWITTER MARKETING – ACCOUNT AND PROFILE ................................................................... 11

Creating a Twitter Account .......................................................................................................................... 11

Tips on Selecting a Username ...................................................................................................................... 11

Twitter Account Profile ............................................................................................................................... 12

Twitter Account Profile Elements ................................................................................................................ 13

Tips on Creating a Twitter Marketing Profile ............................................................................................... 15

Twitter Profile Visuals ................................................................................................................................. 15

Customizing a Twitter Profile ...................................................................................................................... 18

Customizing a Twitter Profile with Premade Theme.................................................................................... 18

TWITTER MARKETING – THE FOLLOWERS .............................................................................. 19

Components of Twitter ............................................................................................................................... 19

Why am I on Twitter? .................................................................................................................................. 19

Considerations to Follow Others on Twitter ................................................................................................ 21

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Twitter Marketing

TWITTER MARKETING – PLAIN TWEETS .................................................................................. 23

Sending a Tweet from Twitter ..................................................................................................................... 23

Deleting a Tweet ......................................................................................................................................... 24

TWITTER MARKETING – IMAGE & VIDEO POSTS ..................................................................... 25

Sharing Images on Twitter ........................................................................................................................... 25

Tagging People in Twitter ............................................................................................................................ 26

Twitter Video Posts ..................................................................................................................................... 26

Sharing Videos on Twitter ........................................................................................................................... 27

Recording a Video on Twitter ...................................................................................................................... 27

Deleting or Editing the Video before Tweeting ............................................................................................ 27

Tweeting an Imported Video ....................................................................................................................... 28

Watching Videos on Twitter ........................................................................................................................ 28

Stopping Auto Played Videos on Twitter ..................................................................................................... 29

Important Notes on Twitter Videos ............................................................................................................. 30

TWITTER MARKETING – EMBEDDABLE TWEETS ..................................................................... 31

TWITTER MARKETING – HASHTAGS ........................................................................................ 33

Considerations of Using Hashtags in Twitter ............................................................................................... 33

Types of Twitter Hashtags ........................................................................................................................... 33

TWITTER MARKETING – RETWEETS ........................................................................................ 35

How to Recognize Re-Tweets? .................................................................................................................... 35

Where do Retweets Appear? ...................................................................................................................... 36

Turning Retweets Off .................................................................................................................................. 37

Undoing or Deleting Retweets .................................................................................................................... 38

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Why Can't Some Tweets be Retweeted? ..................................................................................................... 38

TWITTER MARKETING – LISTS ................................................................................................. 39

Creating Lists on Twitter ............................................................................................................................. 40

Updating Twitter Lists ................................................................................................................................. 41

Finding Out Which Twitter List I am on ....................................................................................................... 41

Finding a List URL on Twitter ....................................................................................................................... 42

Viewing Tweets from a List ......................................................................................................................... 42

Editing Twitter Lists ..................................................................................................................................... 42

Subscribing to Others’ Lists ......................................................................................................................... 43

TWITTER MARKETING – USEFUL FEATURES ............................................................................ 44

Multiple Twitter Accounts ........................................................................................................................... 44

Tweet Pinning ............................................................................................................................................. 44

URL Shorteners in Twitter ........................................................................................................................... 45

Posting Links in a Tweet .............................................................................................................................. 46

TWITTER MARKETING – TWITTER SEARCH ............................................................................. 47

Searching on Twitter ................................................................................................................................... 47

Using Advance Search on Twitter ................................................................................................................ 48

TWITTER MARKETING – TWITTER CARDS ............................................................................... 50

Website Attribution .................................................................................................................................... 50

Creator Attribution ..................................................................................................................................... 50

Implementing Twitter Cards ........................................................................................................................ 51

Summary Cards ........................................................................................................................................... 52

Product Cards .......................................................................................................................................... 53

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Twitter Marketing

Player Cards ................................................................................................................................................ 54

TWITTER MARKETING – DEFINING STRATEGY ........................................................................ 56

What Should I Share on Twitter? ................................................................................................................. 56

Knowing Performance of Tweets................................................................................................................. 56

Building the Brand on Twitter ............................................................................................................... 57

Boosting Business Credibility on Twitter ..................................................................................................... 58

TWITTER MARKETING – REPUTATION MANAGEMENT ........................................................... 59

Using Google Alerts for Reputation Management ....................................................................................... 59

Using IFTTT for Reputation Management .................................................................................................... 59

Thumb Rules for Brand Discussion on Twitter ............................................................................................. 60

TWITTER MARKETING – MANAGING CONVERSIONS .............................................................. 61

Importance of Conversion Tracking ............................................................................................................. 61

Setting up Conversion Tracking ................................................................................................................... 61

Conversion Tracking Best Practices ............................................................................................................. 62

TWITTER MARKETING – AUTOMATION .................................................................................. 63

Automating Tweets by Streaming External Information .............................................................................. 63

Automation Etiquette Tips for Twitter ........................................................................................................ 63

Useful Tools for Twitter ............................................................................................................................... 64

TWITTER MARKETING – NATIVE ANALYTICS ........................................................................... 65

Accessing Twitter Analytics ......................................................................................................................... 65

TWITTER MARKETING – HOOTSUITE ...................................................................................... 69

HootSuite for Twitter .................................................................................................................................. 69

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Twitter Marketing – Overview Twitter Marketing

Today, social media is not only helping people to maintain their relations but also promote
their businesses, views, grievances, or ideas.

Twitter is one of its kind that works on building fraternities of people sharing same or allied
business industries and interests, running a campaign for marketing a business, which is far
beyond maintaining one’s personal relationships.

What is Twitter?
Twitter is a social platform for sharing one’s views. The users can open their account with
Twitter and broadcast their views in the form of short messages. These messages are
popularly known as Tweets.

The registered users can write and publish their Tweets. The unregistered users can only see
others’ Tweets by following them. The people who follow you can see your Tweets in their list
called Twitter Stream. It is not necessary to follow back a person who is following you.

How Can I Use Twitter for Marketing?

Twitter visitors often visit Twitter out of the motivation to know what is happening in the
world overall or with respect to a particular subject. With hundreds of millions of users and
over 500 million Tweets being sent each day, there is a great opportunity for businesses to
reach a global audience of new and existing customers through Twitter.

Conversations on Twitter are just like the face-to-face encounters you have with customers
each day. Compelling content helps you attract new followers and keep them engaged over
time, building awareness of your brand, and asserting yourself or brand as an authority in
your industry or niche.

Twitter Terminology
Here are some common terms used in the domain of Twitter:

Term Meaning

The @ sign is used to call out usernames in Tweets: "Hello @twitter!"

@ People use your @username to mention you in Tweets, send you a
message, or link to your profile.

A username is how you're identified on Twitter. It is always preceded

@username
immediately by @ symbol. For example, Katy Perry is @katyperry.

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Twitter Marketing

Twitter Alerts enable public safety agencies to inform people during

Alerts emergencies by highlighting critical time-sensitive content with
notifications and a unique look.

Your short personal description (up to 160 characters) that appears in

Bio
your profile that serves to characterize your persona on Twitter.

If you block a Twitter user, that account will be unable to follow you or
Block add you to their Twitter lists, and you will not receive a notification if
they mention you in a Tweet.

Conversion It is the action the user wants when he clicks on an advert.

If you deactivate your account, it goes into a queue for permanent

Deactivation deletion from Twitter in 30 days. You may reactivate your account
within the 30 day grace period.

Direct Also called DMs, direct messages which let you communicate with other
Messages Twitter users or groups privately.

Subscribing to a Twitter account is called following. Anyone on Twitter

Follow can follow or unfollow anyone else at any time, with the exception of
blocked accounts.

Geolocation & Adding a location to your Tweet (a geolocation or geotag) tells those
geotagging who see your Tweet where you were when you posted that Tweet.

A hashtag is any word or phrase immediately preceded by the # symbol.

Hashtag (#) When you click on a hashtag, you get to see other Tweets containing
the same keywords or topics.

Your Home timeline displays a stream of Tweets from accounts you have
Home
chosen to follow on Twitter.

Liking a Tweet indicates that you appreciate it. You can find all of your
Like (n.)
likes by clicking the likes tab on your profile.

Out of the 140 characters, if you don't want to use 50 characters then
Link you can shorten the URL to save some characters. Most URL shorteners
Shorteners shrink the links from between 16 to 20 characters. You can take the
help of Bit.ly, a popular website for creating shorter links.

A group of other Twitter users by topic or interest. For example, a list

of friends, coworkers, celebrities, athletes, and more. Twitter lists also
List
contain a timeline of Tweets from the specific users that were added to
the list, and offers you a way to organize your connections on Twitter.

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Twitter Marketing

It brings a Tweet to another person’s attention by including their

Mention @username in your message. You could use it to ask someone a
question, to thank them, or simply to highlight a piece of content.

Pinned Tweets Important Tweets pinned to the top of your profile page.

Your identification information on Twitter you choose to share publicly,

Profile as well as all of the Tweets you've posted. Your profile along with your
@username identify you on Twitter.

Your personal image found under the Me icon. It's also the picture that
Profile Photo
appears next to each of your Tweets.

They are the suggested accounts you might want to follow as promoted
Promoted
by our advertisers. These appear in your Home timeline, and via Who
Accounts
to Follow, search results, and elsewhere on the platform.

Promoted Tweets are the Tweets that are paid for by our advertisers.
Promoted
These appear in Home timeline, at the top of search results on Twitter
Tweets
and elsewhere on the platform, and are clearly marked as Promoted.

Protected Tweets are public by default. Choosing to protect your Tweets means
Tweets your Tweets will only be seen by your followers.

You can reactivate a deactivated account within 30 days of the

Reactivation deactivation date. After 30 days, deactivated accounts are permanently
deleted.

It is a response to a Tweet that starts with the @username of the person

Reply you're replying to. Replying to a Tweet is a good way to build
relationships with your followers and join in conversations.

A Tweet that you forward to your followers; often used to pass along
Retweet (RT) news or other valuable discoveries on Twitter. Retweets always retain
original attribution.

A timeline is a real-time stream of Tweets. Your Home stream, for

Timeline instance, is where you see all the Tweets shared by your friends and
other people you follow.

Timestamp The date and time a Tweet was posted to Twitter.

Tweets determined by a Twitter algorithm to be the most popular or

Top Tweets
resonant on Twitter at any given time.

A Trend is a topic or hashtag determined algorithmically to be one of

Trends
the most popular on Twitter at that moment.

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Twitter Marketing

A Tweet is a message posted on Twitter that is up to 140 characters

Tweet long. It can contain text, photos, links, and videos, which automatically
take up to 22 characters.

You can add a Tweet button to their website. Clicking this button lets
Tweet button
you post a Tweet with a link to that site.

Twitter
Marketing the business on Twitter by using its potential.
Marketing

A process whereby a Twitter account receives a blue check icon to

indicate that the creator of these Tweets is a legitimate source. Verified
Verification
users include public figures and those who may have experienced
identity confusion on Twitter.

It is an automated list of recommended accounts you might find

Whom to
interesting, based on the types of accounts you already follow and who
follow
those people follow.

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Twitter Marketing – Account and Profile Twitter Marketing

Twitter being a social media platform can bring you enormous opportunities and potential to
connect to the people. On this platform you can share what you want the world to see and
want. Let us see how to create twitter account and manage the profile.

Creating a Twitter Account

To get started, first you’ll need to create an account and set up a profile.

 Go to the Twitter homepage.

 Locate the sign up box, which will lead you directly to the signup page.
 Enter your name, email address, and preferred password.
 Click on Sign Up.

Tips on Selecting a Username

When selecting a username, keep these simple tips in mind:

 Use a relevant name. Your Twitter name should be relevant to your name or your
company's name.

 Keep it short. The more characters that you use in your username, the less text
characters will be used in Tweets directed to you.

 Be unique.

 Make your username easy to remember.

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Twitter Marketing

Note: You can tie only one email address to one Twitter account. A new page will come appear
asking you to select a username.

Twitter Account Profile

Your Twitter profile shows the world who you are. It’s the first thing the audience will see
when they connect with you on Twitter, so it’s important to make sure you get it right. The
process below outlines the steps to create a Twitter business page to drive customers to your
profile.

Every element of your profile — your photo, header bio and pinned Tweet (optional) — should
reflect your business identity and branding. This is your opportunity to showcase your best
work.

When designing your profile, view it as a business card. You have little space to put your
most important information and make a lasting impact amongst the other online noise.

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Twitter Marketing

Twitter Account Profile Elements

Your Twitter account and profile is composed of these basic elements:

 Username
 Location
 URL for Primary Website
 Brief Bio
 Profile Image Thumbnail - also known as an avatar
 Cover Image
 Background, Theme and Design

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