Twitter marketing for dummies tủ tài liệu bách khoa

Twitter
Marketing
Dummies®

For

Visit www.dummies.com/cheatsheet/twittermarketing to view
this book's cheat sheet.
Table of Contents
Introduction
About This Book
Foolish Assumptions
Conventions Used in This Book
How This Book Is Organized
Part I: The Future of Twitter in Business
Part II: Building and Implementing Your
Twitter Marketing Roadmap
Part III: Devising Online Strategies for
Twitter Marketing Domination
Part IV: Implementing Twitter Strategies
for Offline Marketing Domination
Part V: The Part of Tens
Appendixes
Icons Used in This Book
Where to Go from Here
Part I: The Future of Twitter in Business

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Chapter 1: I Tweet, You Tweet, We All Tweet:
Twitter and Your Business
Understanding How Twitter Works
Micro-blogging (tweeting)
Following others and being
followed
Sharing with your followers and
retweeting
Using Twitter in Your Business
Sharing news and stories
Empowering your fans
Customer service
Finding a fit for your business
Marketing on Twitter
Chapter 2: Getting Started with Twitter
Signing Up with Twitter
Creating a Twitter account
Using the Find Sources that
Interest You features
What’s with the Verified
Accounts?
Writing your 160-character bio
and more
Adding a picture

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Completing
your

profile settings

additional

Understanding Twitter Basics
Compiling and following Twitter
lists
Using Listorious to maximize list
building
Twitter Software You Can Use
Part II: Building and Implementing Your Twitter Marketing
Road Map
Chapter 3: Combining New and Old Media
Marketing
Applying Old-School Marketing and
Principles
Working with New Media Tools and
Techniques
Understanding the potential of
social media
Keeping your message real
Tweeting to Find Warm Sales Leads
Searching for potential customers
Turning prospects into warm
leads

4


Sending commercial messages on

Twitter
Promoted Tweets
What are promoted tweets?
Positives and negatives
promoted tweets

of

Deciding What to Tweet About
The five types of tweets
Tweeting about what you know
Chapter 4: Planning Your Twitter Marketing
Strategy
Setting a Destination for Your Marketing
Strategy
Choosing a target audience
Identifying your unique selling
position
Figuring out what your customers
value
Implementing Your Plan
Crafting your message
Defining the tactics
Finalizing your marketing plan

5


Chapter 5: Being Productive with Your Twitter
Marketing Plan

Creating a Time-Management Strategy for
Twitter
Avoiding Twitter overload
Setting aside blocks of time
Using Third-Party Tools to Be More
Productive with Twitter
HootSuite
TweetDeck
CoTweet
Ping.fm
Making the Most of Your Time on Twitter
Don’t agonize over what to say
Don’t read every tweet from the
people you follow
Don’t try to add value to all your
tweets
Do spread out your marketing
tweets
Do stick to a schedule with your
tweets
Chapter 6: Measuring the Success of Your
Marketing Plan

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Measuring
Your
Marketing Efforts

Advertising

and

Using an analytics package
Twitalyzer
HootSuite analytics
Using URL shorteners
Following the right people
Using social media–monitoring
services
Tracking and Increasing Your Influence on
Twitter
Getting in on Twitter trends
Tracking retweets with Retweetist
Engaging Others on Twitter
Balancing the follow-to-followers
ratio
Reducing your number of Twitter
followers
Part III: Devising Online Strategies for Twitter Marketing
Domination
Chapter 7: Building Your Personal Twitter Tribe
Building Your Twitter Network
Determining the best way to build
your network

7

Finding friends and professional
contacts
Searching for followers based on
interests and keywords
Identifying industry leaders and
evangelists
Hunting down your competition
Finding the locals
Following #FollowFriday
Determining
who’s
worth
following
Quantity over Quality
Understanding the value of
quantity in the Twitterverse
Following the rules for building a
quantity-based network
Understanding the negative side
of list building
Building the following that your
business needs
Qualifying out of the quantified
The Pros and Cons of Auto-DMs
Chapter 8: Leveraging Your Twitter Tribe
The Power of the Retweet
Discovering the art of retweeting
Connecting with your evangelists

8

Tracking Your
TwitterCounter

Followers

by

Using

Signing up for TwitterCounter
Searching for followers using
TwitterCounter
Viewing your follower growth on
TwitterCounter
Tracking When You Lose Followers with
Qwitter
Signing up for Qwitter
Understanding why Qwitter is a
powerful content tool
Showing Your Followers That You Value
Them
Sharing before asking to share
Asking how you can help your
followers
Chapter 9: Reaching Your Customers
Finding Your Customers on Twitter
Searching by subject matter on
Twitter

Finding followers by syncing
your contact list

9


Empowering Current Customers to Spread
the Message
Spreading a message to friends of
friends of friends
Understanding viral marketing on
Twitter
Creating
your
own
viral
marketing campaign
Driving Traffic to Your Web Site or Blog
Publishing blog feeds by hand
Automating your blog feed
Automating your blog through
HootSuite
Retweeting to add value
Encouraging your followers to
retweet
Understanding What Etiquette Has to Do
with Twitter Marketing
Chapter 10: Creating Quality Content on Twitter
Generating Quality Content
Tweeting about what matters to

you
Tweeting about what matters to
your brand
Conversing with your followers

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Developing Your Story on Twitter
Developing your brand story
Developing content
Keeping Up with Trends on Twitter
Understanding Twitter trends
Monitoring Twitter trends
The Art of the Hashtag
Understanding tags
Understanding hashtags
Making the best use of hashtags
Tracking the hashtag
Part IV: Implementing Twitter Strategies for Offline
Marketing Domination
Chapter 11: Promoting to Attract Sales Leads
Avoiding Interruption Marketing Tactics
on Twitter
Making the Most of Twitter Keywords
Developing
your
business
keywords
Finding people who are talking

about your keywords
Promoting Your Niche by Using Tweets

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Writing about sales and deals
Writing about your services
proactively
Promoting
Discussion

Your

Content

through

When and where to promote:
Promoting the right way
The value of thought leadership
in B2B sales
Chapter 12: Improving Your Customer Service
May I Help? Twitter Customer Service
from Comcast
Empowering Your Customer Service
Discovering why you should use
Twitter for customer service
Determining who should use
Twitter for customer service

Responding to public complaints
on Twitter
Practicing the Art of Listening
Understanding why it’s important
to listen on Twitter
Using an RSS feed to track your
brand
Investigating popular RSS readers

12


Using Twitter for Customer Service for a
Small Business
Offering Actionable Advice on Twitter
Handling
customer
issues,
concerns, cares, or problems
Remembering to say yes
Chapter 13: Relating to the Public
Managing Your Reputation
Following
some
general
guidelines
Monitoring what other folks are
saying
Using Reputation Management Services on
Twitter

Free reputation
services
Paid reputation
services

management
management

Promoting Live Events on Twitter
Promoting your event
Live tweeting your event
Monitoring live tweets at an event
Setting the Proper Tone in Your Twitter
Communications

13


Maintaining a professional tone
Keeping it real: Transparency and
authenticity
Doing Media Relations with Twitter
Pitching a story to journalists
Finding someone to write about
your product
Using virtual press centers
Using
Twitter
for
crisis

communications
Chapter 14: Building Thought Leadership on
Twitter
The Big Deal about Thought Leadership
Being a thought leader can help
your career
Being a thought leader can help
increase your sales
The Importance of Your Twitter Bio
Writing the right bio
Avoiding the wrong bio
Becoming a B2B Thought Leader
Sharing your content
Sharing others’ valuable content
Collaboration is key

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Part V: The Part of Tens
Chapter 15: Ten Do’s on Twitter
Do Be Honest
Do Have a Sense of Humor
Do Interact with Your Followers
Do Use TwitPic
Do Tweet on a Regular Basis
Do Use a Profile Picture
Do Fun Stuff Every Day
Do Stick to a Schedule
Do Say Thank You

Do Add Your Twitter Name to Your
Business Card
Chapter 16: Ten Don’ts on Twitter
Don’t Auto-DM
Don’t Say It on Twitter When It’s Better
Said in Person
Don’t Gather Too Many Followers Too
Fast
Don’t Forget Your Marketing Strategy
Don’t Follow for the Sake of Following
Don’t Use the Web Platform
Don’t Create Too Many Accounts
Don’t Give a Hard Sell
Don’t Ignore Others
Don’t Have an Uneven Following/
Follower Ratio
Chapter 17: Ten Thought Leaders on Twitter
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Jay Baer
Chris Brogan
Jason Falls
Pete Cashmore
Jeremiah Owyang
Katie Paine
Brian Solis
Scott Stratten
Gary Vaynerchuk
Carrie Wilkerson

Chapter 18: Ten Tools for Twitter Productivity
bit.ly
HootSuite
Nearby Tweets
SocialToo
TweetDeck
TweetMetrics
twhirl
Twilert
Twitter Grader
Twitterrific
Part VI: Appendixes
Appendix A: Great Twitter Marketing Ideas in 140
Characters or Less
Appendix B: The Best Twitter Applications and
Support Sites
Cheat Sheet

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Twitter® Marketing For Dummies®, 2nd Edition
by Kyle Lacy

Twitter® Marketing For Dummies®, 2nd Edition
Published by
Wiley Publishing, Inc.
111 River St.
Hoboken, NJ 07030-5774
www.wiley.com

Copyright © 2011 by Wiley Publishing, Inc., Indianapolis,
Indiana
Published simultaneously in Canada
No part of this publication may be reproduced, stored in a
retrieval system or transmitted in any form or by any means,
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otherwise, except as permitted under Sections 107 or 108 of
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payment of the appropriate per-copy fee to the Copyright
Clearance Center, 222 Rosewood Drive, Danvers, MA 01923,
(978) 750-8400, fax (978) 646-8600. Requests to the
Publisher for permission should be addressed to the

17


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John Wiley & Sons, Inc. and/or its affiliates in the United
States and other countries, and may not be used without
written permission. All other trademarks are the property of
their respective owners. Wiley Publishing, Inc., is not
associated with any product or vendor mentioned in this book.
Limit of Liability/Disclaimer of Warranty: The publisher and

the author make no representations or warranties with respect
to the accuracy or completeness of the contents of this work
and specifically disclaim all warranties, including without
limitation warranties of fitness for a particular purpose. No
warranty may be created or extended by sales or promotional
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Further, readers should be aware that Internet Websites listed
in this work may have changed or disappeared between when
this work was written and when it is read.
For general information on our other products and services,
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Library of Congress Control Number: 2011922793
ISBN: 978-0-470-93057-1
Manufactured in the United States of America
10 9 8 7 6 5 4 3 2 1

About the Author
Kyle Lacy loves everything about social media and the
Internet. He believes in the massive potential to communicate
and change the world in which we live by using online tools.
Kyle started his obsession with social media and marketing at

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Anderson University, where he helped run a start-up record
label called Orangehaus Records. With Kyle’s leadership, the
marketing team dove into the world of MySpace and
Facebook to gain recognition for their artist, Jon McLaughlin,
who was eventually signed to Island Records in New York

City.
After graduating college in December 2006, Kyle and his
good friend, Brandon Coon, decided to start a graphic design
and marketing company called Brandswag in July 2007.
Brandswag started out designing identities for small
businesses and eventually turned to consulting on social
media. In August 2010, Brandswag merged with another
company and became MindFrame. Six people currently work
at MindFrame, and the company is mainly working on
helping companies and nonprofits understand the world of
integrated marketing. They strive to understand the ideas and
models that drive measured marketing and campaigns.
Kyle loves the idea of educating business owners and C-level
employees on the power of social media (mainly Twitter). He
writes a regular blog at www.kylelacy.com and is a regular
contributor
to
the
Personal
Branding
Blog,
. His blog has been featured
on the Wall Street Journal’s Web site and in numerous
articles in Indianapolis and abroad. In 2010, Kyle was
recognized as one of the top Forty-under-40 business
professionals in Indianapolis and young alumni of the year for
Anderson University. Twitter Marketing For Dummies was
also named one of the top Twitter marketing books for 2010.
Dedication

20


To my parents and my family (middle-America and the
northwest). I would not be where I am today without your
continuing support and encouragement.
Author’s Acknowledgments
First off, I would like to thank the awesome team at Wiley —
Amy Fandrei and Pat O’Brien — for putting up with my
hectic schedule and my early, early, early morning writing
habits. Also, thanks to Manny Hernandez (@askmanny) for
helping with the content of the book from a technical side.
Manny is the man!
Publisher’s Acknowledgments
We’re proud of this book; please send us your comments
through our online registration form located at
www.dummies.com/register/.
Some of the people who helped bring this book to market
include the following:
Acquisitions, Editorial, and Media Development
Project Editor: Pat O’Brien
Acquisitions Editor: Amy Fandrei
Copy Editors: John Edwards, Annie Sullivan
Technical Editor: Michelle Oxman
Editorial Manager: Kevin Kirschner

21


Media

Development
Moss-Hollister

Project

Manager:

Laura

Media Development Assistant Project Manager: Jenny
Swisher
Media Development Associate Producers: Josh Frank,
Marilyn Hummel, Douglas Kuhn, and Shawn Patrick
Editorial Assistant: Amanda Graham
Sr. Editorial Assistant: Cherie Case
Cartoons: Rich Tennant (www.the5thwave.com)
Composition Services
Project Coordinator: Katherine Crocker
Layout and Graphics: Samantha K. Cherolis, Joyce
Haughey, Corrie Socolovitch
Proofreaders: John Greenough, The Well-Chosen Word
Indexer: Cheryl Duksta
Publishing and Editorial for Technology Dummies
Richard Swadley, Vice President and Executive Group
Publisher
Andy Cummings, Vice President and Publisher

22

Mary Bednarek, Executive Acquisitions Director
Mary C. Corder, Editorial Director
Publishing for Consumer Dummies
Diane Graves Steele, Vice President and Publisher
Composition Services
Debbie Stailey, Director of Composition Services

23


Introduction
Greetings, and welcome to Twitter Marketing For Dummies.
You have officially entered into the joyous world of
marketing on Twitter. If you want to think about the tool in
terms of celebrity, Twitter is the Oprah of social-networking
sites. Twitter is huge, both in the number of users and
excitement.
This idea of communicating on the Internet is continually
evolving, and with Twitter, you have the opportunity to reach
millions of people in a matter of seconds. The future of online
communication is rendering business owners lifeless because
of how slow they are to adopt new technology for
communication. What if your customers stopped using the
phone and moved somewhere else? Would you be ready?
Would you read about Twitter if your competitors bought this
book? Guess what — they already did.
This book is full of ideas created by the masses about how to
communicate through Twitter. Success is the only option, and
Twitter can help you with your business goals and aspirations.
So, is Twitter life, and the rest just details? Not exactly, but

Twitter can help you create a sustainable communication
model to drive more leads, revenue, and customer evangelists
to your product. And the best part is, you don’t have to spend
countless hours researching how to use Twitter to market
your products. I did it for you!
About This Book

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If you’ve received your citizenship papers from Twitter and
are just starting to dip into the world of 140-character
communication, this book is for you. It gives an in-depth look
into the world of marketing on Twitter. The majority of the
concepts discussed deal with combining Twitter with your
traditional marketing plan, creating your following of brand
evangelists, and finding the best tools for productivity on
Twitter. Most of all, you discover how Twitter can transform
the way your business communicates with clients (both
current and potential) and increase your sales.
Twitter offers a fun way to communicate with your followers,
but it also has huge business potential. This book deals with
Twitter as a business tool. As a famous rapper once said, “We
are makin’ it rain benjamins.” To the layman, this expression
means one-hundred-dollar bills are falling from the sky
(which probably makes the cash a little awkward to gather).
I wrote this book to help you gain traction on Twitter and to
drive revenue to your business. If you can successfully market
through Twitter, you can drive more leads and potentially
more business to your door! Do you have a specific topic that

you want to find out about, such as building your followers?
Jump to the chapter that discusses assembling your Twitter
posse (Chapter 7, if you want to go there now).
Avoid blinding yourself with the light bulb that bursts above
your head when you read this book. If you tear a page out to
post on your wall, or put sticky notes and highlights all over
the pages of this book, I’ve done my job. In fact, flag and
highlight as many pages as you want. Consider this book a
reference guide to help you define and improve your

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