Posts Tagged ‘twitter’

Going social is one of the many ways employees can increase brand visibility and become company advocates. According to Top Rank Online Marketing, when it comes to sharing information about your brand, 41% of people believe that employees are more trustworthy than a company CEO or PR Department. You should take advantage of employees’ social networks by encouraging them to share branded content.

Social media channels such as LinkedIn, Twitter, Facebook and Google+ are transforming the way we work and interact. Social media allows people to stay in touch, share knowledge, and populate ideas regardless of rank, title, experience or location. These interactions can also help you to build stronger, more successful business relationships.

While encouraging employees to stay connected via social media on behalf of the company, employees need to understand that certain guidelines are in place to protect them and achieve the company goal of increasing brand visibility. If they contribute to blogs, social networks, wikis, or additional types of social media, rules of engagement should always apply.


1. Disclose

Your honesty (or dishonesty) will be quickly noticed in the social media environment. Please represent your company ethically and with integrity.

  • Be transparent: Use your real name, identify that you work for your company, and be clear about your role.
  • Be truthful: If you have a vested interest in something you are discussing, be the first to point it out and be specific about what it is.
  • Be yourself: Stick to your area of expertise; write what you know. If you publish to a website outside your company, please use a disclaimer something like this: “The postings on this site are my own and don’t necessarily represent Company X’s positions, strategies, or opinions.”

2.  Protect

Make sure that transparency doesn’t violate your company’s confidentiality or your own privacy. Remember, if you’re online, you’re on the record – everything on the Internet is public and searchable. And what you write is ultimately your responsibility.

  • Don’t tell secrets: Never reveal your company’s classified or confidential information. Also, please respect brand, trademark, copyright, fair use, and trade secrets. If it gives you pause… pause rather than publish.
  • Don’t slam the competition (or your company): Play nice. Anything you publish must be true and not misleading, and all claims should be substantiated and approved.
  • Don’t overshare: Be careful out there – once you hit “share,” you usually can’t get it back. Plus being judicious will help make your content more crisp and audience-relevant.

3. Use Common Sense

Perception is often reality and in online social networks, the lines between public and private, personal and professional are blurred. It is important to know that by identifying yourself as an employee of your company, you may be creating perceptions about your expertise.

  • Add value: There are millions of words out there – make yours helpful and thought-provoking. Remember, it’s a conversation, so keep it real. Build community by posting content that invites responses – then stay engaged. You can also broaden the dialogue by citing others who are writing about the same topic and allowing your content to be shared.
  • Keep it cool: There can be a fine line between healthy debate and incendiary reaction. Try to frame what you write to invite differing points of view without inflaming others. And you don’t need to respond to every criticism or barb. Be careful and considerate.
  • Did you make a mistake? If so, admit it. Be upfront and be quick with your correction. If you’re posting to a blog, you may choose to modify an earlier post – just make it clear that you have done so.

Social Media continues to grow as a viable means of business communication, so why not encourage employees to be brand advocates? Following these three rules of engagement will help employees become more comfortable and confident in sharing internal company branded content. For tips on increasing engagement with your external audience through social media, look here.

Does your company encourage employees to be brand advocates? We’d love to hear your story!


Marketing Tips for Effective Tweets

October 9th, 2014 by Somer Klepper

With social media being the go-to for sharing information (especially in people’s personal lives), many assume that everyone knows how to write tweets, craft Facebook posts, and what is appropriate for LinkedIn and what is not. Yet when developing social media for a business, the tactics and content are very different than what would be used personally. For instance, Twitter often is believed to be a simple update of copy with a bit.ly attached, but there are many things to consider when tweeting to be most effective and to achieve set goals.

To help guide your tweets for business, here are several marketing tips that will help you maximize the impact of each tweet:


Hashtags are the best way for people to find your tweets on specific topics, but be careful to not overuse them. Only hashtag common searches, trends and/or topics that are applicable to your message/industry. Try to insert the hashtag words next to the bit.ly.


The most effective tweets are between 120-130 characters. This length gives the update some substance, but is short enough for the viewer to want to see the attached content.


When attaching a bit.ly, try to place it as early as possible in the tweet, about 25 percent of the way through. It will receive a much higher CTR according to Dan Zarrella of HubSpot.

Twitter ctr


Use an image when possible. Tweets with images report double the engagement than tweets without an image, according to research by Simply Measured.

Bill of rights


Let your viewer know what you want them to do. Use words like, “Click,” “Check” and/or other adverbs and action words to guide them. Using “Please” is often appreciated and viewers respond well to this.

Retweeting or using “via”

Retweeting or posting content via others is common. It’s fair to use either, but it helps to change the copy and direct the headline in your words to highlight something specific from the content or to add your own input about the content – this is when you use “via” the source.

Launch Tweet

Content that Deserves Extra Visibility

If you have content that you specifically want or need for followers to see, tweet the information twice daily at different times. It’s suggested to edit the copy in the update and continue with the same link.

The average lifespan of a tweet is 18 minutes. That being said, it’s imperative to follow best practices and make each tweet count to the fullest to gain the maximum amount of visibility and engagement.

Grow Your Business with Twitter Cards

October 2nd, 2014 by Somer Klepper

There are several ways to utilize social media tools to generate new business, help continue dialogue and build affinity with current customers, drive awareness about new products, news and events – and/or help grow your marketing email database . Most businesses have tapped into using Twitter to promote their company, products and content, but have they tapped into Twitter cards?

What can Twitter cards do for you as a business? Twitter cards support particular actions to help achieve goals: highlight a product, or show images that interest audience and potential customers get, app downloads and drive clicks to a webpage.

Twitter now offers seven different types of Twitter cards to create actions. It’s important to keep that desired action of the audience in mind when selecting a Twitter card.

Summary Card

Ready to get out there? The Summary Card is used most frequently. The Summary Card includes: a thumbnail photo, description of the link article, an update, a Twitter handle and a shortened URL link (bit.ly). The bit.ly can link to anything: articles that support the product, blogs, other products, homepage, etc.

Summary Card

The word character limit is 140 per update.

Summary Card with Large Image

Want viewers to see a photo with a direct link to a landing page? This card allows for a large image and all of the information from the Summary card, along with a link that directs the click to a specific page.

Summary w lg image

Product Card

Have a brand new product? The Product Card typically includes all that is on the Summary Card, but has the additional ability to showcase a particular product. This card could include the cost, a discount or special promotion and a link to get more information and/or purchase the product. What makes the Product Card so useful is that the product is under the spotlight and receives extra visibility.

Product Card

Photo Card

Want to share a photo that shows off the new location, participation at a special event or a customer using your product? The Photo Card is also very similar to the summary card as it includes the same promotional information and allows for a large picture that dominates the update as the main focus. Twitter will resize the photo per device displayed it will be displayed on for you – no need to size it prior to posting.

Photo Card

Gallery card

Want to show multiple products or images at one time? The Gallery Card is another form of a photo card. This card will allow up to four images instead of just one and the images will still consume the majority of the space within the update. The essential information is also included similar to the summary card.

Gallery Card

App Card

Do you have a new app or want to increase downloads for your current app? This card promotes and enables users to directly download your app within the update. Typically, it’s best practice to offer something to encourage the install, such as a small discount, special offer or convenience to the viewer. The information on the card can include all of what the Summary Cards offer and other information about the app (price and rating).

App CardPlayer Card

Have a new TV commercial or video to share? The Player Card lets viewers see something in action. Video and/or audio can be within this tweet and includes the essential information like the Summary Card. This is a great way to deliver information in an eye-catching rich media format to capture the reader’s attention. For this card, you will need to gain approval. Look here for the Approval Guide.

Player Card


Incorporating Twitter cards into your Twitter practices will inevitably gain visibility and allow businesses to grow their engagement with their clients and customers. Try the different cards, see what works best with your intended goal and how your audience responds. For more information about Twitter Cards and guidelines, look here.

All photos were taken from https://dev.twitter.com/cards/types.

Blog BandaidWith the digital capabilities at our fingertips in 2014, things change every day.  As an individual, we each have the ability to ‘design,’ if you will, what we want our digital life to look like and we get to select what we choose to follow in our social media outlets.  As a business, this allows for great opportunities IF you can keep your audience and grow it at the same time.  Therefore, getting your audience to share your message is absolutely key.

Sharing relevant and timely content allows you to reach the top of your current iceberg, but what about the potential below – the friends of friends, the grandmothers, and the customers that are possibly unaware of what your business provides?

As a marketer in a sea of advertisements, what are you doing to get your demographic to keep you as they customize?  How are you encouraging that same audience to share your message?  Apply methods that individualize the message so that it’s worth sharing.   Create the ‘Care to Share.’

I attended a webinar hosted by Marketo called “The Definitive Guide to Social Marketing.”   Sanjay Dholakia, CMO of Marketo, and Jon Miller, VP of Marketing Content and Strategy for Marketo, delivered an exceptional presentation for both beginners and intermediate marketers to get back to the basics of what works.  Marketo notes the five motivations to get your audience to share your message – which is the ultimate goal in social marketing through advocacy and loyalty

Here you will find five methods to guide you when considering social media and desiring authentic engagement.

5 Motivators to Generate the ‘Care to Share’  with Your Audience

  1. Reputation:  This is when we add value to a reader’s reputation to their personal digital audience – the opportunity to say, “I know this, so I will share it with you.”
  2. Access to something exclusive:  This is the Maserati factor – it’s the leg-up; such as a $200 discount to share the message with eight people.
  3. Co-creation:  Granting ownership to a reader.  People want to feel like they took part in something that gets attention.
  4. Competition and winning:  Who doesn’t want to win?  Enough said here.
  5. Altruism:  The recent ALS Ice Bucket challenge is the most obvious and best recent example of this.  People shared this because it was fun, but also because it made them feel good about contributing to a cause.

For the time we spend creating content, we should keep the five motivators in mind to help carry our messages as far as possible .  Stay focused on reaching your audience as individuals as you’re asking them to be on your team and vouch for you.   These methods can be applied across all social media outlets and you will see results as your numbers jump from share to share, click to click.  Create the ability to reach the lower half of that iceberg and beyond.

Looking for other tips and methods to generate leads? Contact us today! Be sure to follow us on Twitter and like us on Facebook to keep up with the latest B2B marketing best practices.