3 Lessons Learned About Using Twitter for Business

Yesterday, I attended Boston Women in Finance’s Tweeting with the Stars event at The Algonquin Club, where our EVP of PR Karyn Martin, along with The CFO Roundtable Executive Director Becky Blackler and HubSpot Content Strategist Brittany Leaning, shared their best practices for how to get the most out of Twitter.

The interactive Twitter-fest covered everything from basics to personal branding to business application.

CFO Roundtable Executive Director Becky Blackler kicked off the evening with an overview of Twitter and the basics of setting up an account. She shared tips like make it a habit to revisit who you follow every 3 months. 

HubSpot Content Strategist Brittany Leaning, then, took to the stage to share her insights on personal branding. For Brittany, the Twitter List feature is an invaluable tool to help organize and effectively manage content consumption.

Karyn Martin rounded out the evening with her lessons learned from working with brands to enhance their Twitter presence. Right off the bat, Karyn shared an important tip:

Karyn then showcased the power of a tweet through two examples: Carl Icahn’s tweet about Apple and Ellen DeGeneres’s selfie tweet at the Oscars.

Last August, billionaire investor Carl Icahn’s tweet pushed Apple’s stock up from $475.76 to a high of $494.66 in just about an hour. In total, that was a $17 billion move.

More recently, Ellen DeGeneres’s now infamous Oscars tweet made Twitter history when she got Hollywood’s biggest stars together for a #selfie that drew in 3.4 million retweets and was valued to be worth between $800 million to $1 billion, according to Publicis CEO Maurice Levy.

Karyn then went on to share her 3 tips learned from working with brands.  

I. Enlist Your “Friends”

The lifetime of a tweet is about 18 minutes, according to Moz. In today’s world, that’s nothing – but the more engagement it gets, the longer it lives. Enlisting help can help you do just that.

Tap into your network, both online and offline, including friends, fans, followers, co-workers, partners, media contacts and influencers to help you spread the message.

Karyn did just that when she tweeted her homage to the Oscar’s selfie:

But, remember to always follow the Golden Rule of social media: if you wouldn’t feel comfortable seeing your post “on the air” or in “front page news,” don’t put it out there on social media. After all, social media is a public forum, and your online profiles are an extension of your public and professional profiles, not separate.  

II: Ride The Trends

Leverage what people are talking about! Take the opportunity to insert your brand or business into the conversation, BUT only when it’s appropriate.
Always make sure you fully understand the context surrounding the hashtag. Before you hashtag ask yourself, Do I know what it is actually referring to?
Clothing shop Celeb Boutique and television personality Adam Richman would have done well to ask themselves that before they hashtagged. auroraAurora may be a popular dress, but it was also the town where a mass shooting claimed 12 victims.
adam richman
Thinspiration may sound like a harmless inspirational hashtag intended on motivating weight-loss, but it actually takes matters farther as a pro-eating disorder hashtag.

III: Ask Your Audience (AKA people love to talk about themselves.)

According to Twitter, brands that tweet 2-3 times a day connect with an audience equal to 30% of their follower base in a given week.
On Facebook, an algorithm curates interesting content so users only see what Facebook deems as interesting, so brands have to pay to play for a more robust reach.
Take advantage of Twitter’s open-source mentality by asking your fans and followers what you want to know.
For example, we asked [client] Yankee Candlefans questions like:



What are your tips?

Pampan Zhang

Pampan Zhang is a Marketing Coordinator at 451 Marketing. Follow her on Twitter @PampanAllday!

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