140 Little Characters for Marketers to Love

Posted By Jay Moldave On Monday, February 9th, 2015

Keeping Things Short and Tweet

Here is what one hundred and forty characters look like. Is that enough to get your message across? Are your customers & prospects tweeting?

  • Twitter is #2 of the top three social networks B2B marketers use. The other two are LinkedIn (#1) and Facebook (#3).
  • It’s been reported that on average, B2B companies using Twitter generate twice the leads compared to companies that don’t tweet.
  • But only half of B2B marketers surveyed said Twitter is “effective.”

You’re in Charge of Social Media “Effectiveness”

twitter_cartoonSocial media tools aren’t “effective” by default. It’s up to marketers to optimize social media and other marketing tools and to define “effective” so that results are meaningful, trackable and can be compared.  You can apply the SMART goals system to help define your social marketing effectiveness goals.

You can make the most of Twitter and other marketing tools by researching how your company’s target audiences use those tools and understanding how various tools should fit into your overall marketing plan. Intuitive, possibly. Easy-to-do, not necessarily – especially since the “most effective” B2B content marketers employ an average of 7 social platforms.

As with any social media tool, you need to ask yourself and your team “why should we use that particular platform?”

Does it really matter how many people in the general population are tweeting and how many zillions of tweets there are in the universe? No – what matters is whether or not your targets are tweeting, reading tweets, and taking action based on tweets. Are your customers and prospects using Twitter? Are competitors, industry influencers and other key people you want to follow tweeting? If not, should Twitter be high on your list of marketing tools?

A Few Hints

  • Don’t let the 140c limit intimidate you. It takes time to get used to writing within that structure. Using links and images (and ampersands) makes it easier.
  •  Avoid what’s called “Twitter spam,” which includes “posting malicious links, phishing, abusing the reply function to send unwanted posts to other users and spewing duplication updates”  – click here for more. Twitter does suspend accounts it deems as intended to generate spam.
  • Remember that your tweets and responses to tweets are out there for the world to see unless you’ve chosen to protect them. 73% of small- and medium-sized businesses that tweet use Twitter to deal with customer service issues quickly – which of course helps solidify relationships with customers and shows prospects what it’s like to be a customer. But put yourself in the customer’s shoes before you send a response – is it a response
    Learn about Twitter from MoldaveDesigns

    Click to see what The Puppets Who Know Stuff About Marketing have to say About Twitter

    you’d find helpful if your were the customer?

  • Respond to tweets about your company and its products or services. There are many examples of companies that don’t follow up on tweets that should get a response.
  • Respond meaningfully to customers who tweet about problems. Don’t pass the customer off by suggesting he or she use another method to contact the company – it’s up to your company, not the customer, to resolve a problem.
  • Don’t respond with canned “gee we’re really sorry” responses that don’t get customers closer to resolving an issue.

Here are a few definitions or Twitter terms:

Understand “Twitterese.” Become familiar with what Twitter terms such as Retweet, Favorite, Hashtag, and Mention mean and how to use them.

@username: Also known as a Twitter handle. Must be unique and contain fewer than 15 characters. It’s used to identify you on Twitter for replies and mentions.

Hashtag: A hashtag is any word or phrase immediately preceded by the # symbol. When you click on a hashtag, you’ll see other tweets containing the same keyword or topic.

Follow: A follow is the result of someone following your Twitter account. You can see how many follows (or followers) you have from your Twitter profile.

Following: Subscribing to a Twitter account is called “following.” To start following, click the Follow button next to the user name or on their profile page to see their tweets as soon as they post something new. Anyone on Twitter can follow or unfollow anyone else at any time, with the exception of blocked accounts. See “block.”

Follow count: This count reflects how many people you follow and how many follow you; these numbers are found on your Twitter profile.

Follower: A follower is another Twitter user who has followed you to receive your tweets in their Home stream.

Mention: Mentioning other users in your tweet by including the @ sign followed directly by their username is called a “mention.” Also refers to tweets in which your @username was included.

Messages: Use Messages to have private conversations with people you follow who also follow you. Messages have a 140-character limit and can contain text, hashtags, links, photos and video.
Promoted Tweets: Promoted Tweets are tweets that are paid for by our advertisers. These appear in your Home timeline, at the top of search results on Twitter and elsewhere on the platform, and are clearly marked as “Promoted.”

Pinned Tweets: You can pin a tweet to the top of your profile page, to keep something important to you above the flow of time-ordered tweets.

Reply: A response to another user’s tweet that begins with the @username of the person you’re replying to is known as a reply. Reply by clicking the “reply” button next to the tweet you’d like to respond to.

Retweet: A Tweet that you forward to your followers is known as a Retweet. Often used to pass along news or other valuable discoveries on Twitter, retweets always retain original attribution.

Retweeting: The act of sharing another user’s tweet to all of your followers by clicking on the Retweet button.

Check out Puppets Who Know Stuff about Marketing for an entertaining take on Twitter.

Some  sources to help you find out more:

Twitter for Business Basics
10 Social Media Statistics for the the B2B Marketer
B2B Social Media + Marketing Stats for 2014
83 Exceptional Social Media and Marketing Statistics for 2014
What Not to Do On Twitter


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