Security Business

MAR 2014

Find news and information for the executive corporate security director, CSO, facility manager and assets protection manager on issues of policy, products, incidents, risk management, threat assessments and preparedness.

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witter is changing. The cute bird has gone public, intro- duced self-service advertising and is verging on visual. I remember when I joined in 2008, and the rules of engagement were just about fun and frivolity. It was a playground for social media enthu- siasts. It was about having conversa- tions with people all over the world. Today, with mass media embrac- ing Twitter for TV, real-time breaking news, distributing content and viral marketing, the bird has muscled up. With its increased maturity, the rules have become clearer and its market- ing power much more obvious. Here are 11 essential rules for powerful Twitter marketing to increase brand awareness, leads and sales. #1 Perfect your Twitter Profile When people check out your Twitter account and profile, they will only give you a few seconds. They must know at a glance what your brand is about, whether it is a corpo- rate or personal brand. An example would be Content Marketing Institute (below), a company that is all about content and events — and their pro- file makes that obvious. Make sure your profile sends the right message quickly. It can even be your brand's elevator pitch! #2 Link to your Online Platform Many people will check out your website before following your Twitter feed. They will be checking out your online credibility, so make sure you have that link. #3 Create Tempting Headlines Check your Twitter stream and your will see the "good, the bad and the ugly" when it comes to head- lines. Which Twitter headlines do you want to click on? Be sure to think about your Twitter headline before tweeting, because it will make a difference. Studies have shown that you can increase your conversion rate on a link by 73 percent with a compelling headline. #4 Use Visual Tweets Visual tweets were not even imag- ined when Twitter started; however, the introduction of tweets that dis- play in the stream without having to click have some distinct advantages. According to research from Buffer, tweets that included images received: 89% more favorites; 18% more clicks than those without; and 150% more retweets. That does not mean that every tweet should be visual, but you should work out ways to incorporate that into your tweeting habits. #5 Tweet with Hashtags The hashtag was an idea that was invented for Twitter. The use of the # hashtag has now spread to the other social networks includ- ing Google+, Instagram, Pinterest and even Facebook. It allows you to both find and see tweets/topics that are relevant to a particular sub- ject matter and group them in one place. Hashtags are a powerful way to direct your tweets to people look- ing for that topic; however, be aware that it is more an art than a science. #6 Automate Your Tweets You cannot do "social at scale" for marketing if you do not use some form of automation. A couple of tools that I have found essential are Twitterfeed, and a low-cost monthly subscription platform, Socialoomph. Beyond those, there's a huge array of automation tools for tweeting, includ- ing link-shortening services like bit.ly, organization services like Hootsuite, and the list goes on (Google "Twitter automation tools" to get an idea). For corporate social media market- ing, consider using platforms from Hubspot and Marketo for small to medium businesses up to Enterprise- level software such as Sprinklr and Adobe for larger corporations. The principle I have found to work for me is "automate the content distribu- tion but not the conversation" — this will keep you real but also efficient. T 88 www.SecurityInfoWatch.com | SD&I | March 2014 YOUR BUSINESS By Jeff Bullas Embracing social media will lead to greater brand awareness, leads, and ultimately, sales 11 Rules for Powerful Twitter Marketing SDI_88-89_0314 Your Business Bullas.indd 88 3/5/14 1:46 PM

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