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by Gerry Moran Gerry Moran 11 Comments

Learn To Be A Social Media Jedi In 5 Steps

How can you use social media to help support your company?  I just returned from SAP’s SAPPHIRE NOW and discussed this question with many marketers from around the world. In fact, one marketer requested help to become a “social media Jedi”.  So, I wanted to put together some first steps to help anyone to become a social media Jedi for their company. Most marketers with whom I spoke at SAPPHIRENOW are comfortable with activating  social media messaging on official company Twitter and Facebook channels. However, when it comes to activating their personal social brand on Twitter, LinkedIn and other platforms, it is another story. (This is where we need Yoda’s advice.)

5 Steps Toward Being A Social Media Jedi At Your Company

Whether you work for a 60,000-employee company like SAP or a smaller 100-person organization, it’s key to be part of their social business to help extend and humanize the brand. If every SAP coworker engaged in one weekly social media action there would be an incredible brand-extending impact. For instance, by sharing a Business Innovation Blog post, updating a LinkedIn status with an SAP article, or liking a post on Facebook at least 312 million incremental impressions (assuming every coworker has only 100 followers) would be generated to help amplify and extend the brand;  and that does not consider sharing, liking, commenting  and retweets.

5 Steps To Start Being Social At Your Company

Here are five easy steps to start to use your social media power and network to help your company:

  • Have A Goal. You wouldn’t go on a trip without a destination in mind, so, don’t start being social without an objective! I often hear, “I need to start Tweeting” or “I need to start doing social media for my work”. Statements such as those generate my immediate response of “Why?”. And the answer is usually some unclear explanation. Two simple goals for starting to “do social media” are: 1) Be an amplifier to extend the reach of your or your company’s message 2) Be a curator to deliver a mix of audience-relevant content to help address their needs or interest.
  • Work On Your Social Profile’s Curbside Appeal. Smart Money Magazine indicated that consumers value a landscaped home up to 11.3 percent higher than its base price. The same concept applies to your social brand’s curbside appeal. Spruce up your LinkedIn and Twitter profiles to make sure your curbside appeal makes people want to ‘buy’ your brand. 94% of people only look at the first page of search results. LinkedIn ranks higher than all other profiles. However, if it is not complete, then your profile will not rank on the first page of search results. People will check you out after they find and engage with your social media messaging. So, make sure to you spruce up your profile to set the right impression for your credibility.
  • Be A Stalker, Then A Talker. Look before you leap into the conversation. A great place to start looking and listening is to follow a selection of coworkers, clients, prospects, competition, media publications, thought leaders and company social media channels. Pay attention to the type of words, links and content that are shared and then use their messaging as your guide. The rule of thumb for social media content is that 1% create content, 9% modify content, and 90% read content. By being a part of the 10% of creators and curators, you can easily make a Jedi difference by amplifying and curating content to reach the 90% of the readers.
  • First, Master A Few Social Channels. Research conducted by InSites Consulting shows the average person actively interacts with no more than five brands on social media. By becoming a “human extension” of your company, you can increase the reach of your company’s content through your social brand even if someone is not following your company. Do not try to boil the social media ocean. And, do not focus on only one social media channel. It’s a big place. First master LinkedIn, Twitter and Hootsuite and then move on to other channels. Twitter and LinkedIn are two relatively open platforms that will let you listen, engage and reach others who are not following you. Hootsuite is a client application that will help you manage your listening and messaging.
  • Know The Rules Of Engagement. When in Tatooine, do as the Tatooinians do. When on Twitter, do as the (successful) Tweeters do, etc. etc. Understand the rules of engagement for each of your social media channels. Individuals have different engagement expectations of each social media channel. Once you start to use  your own social media channels to get your messages and content distributed make sure to understand the best message tone, cadence, timing and overall styling to make the biggest impact. Sometimes you will need more than one tweet to make a difference, while other times one LinkedIn status update will do the trick of cutting through the clutter.

Here are some other tips that will help you to start being social for your company:

  1. How to spruce up your LinkedIn profile
  2. How to improve your Twitter profile
  3. How to listen to the social conversation
  4. How to Tweet to reach the most amount of people
  5. How to retweet to add your personal POV to someone else’s message

Do you have an interesting or successful way in which you have successfully amplified your company’s message with your personal social network? If so, please share below. Or, contact me directly at MarketingThink.com. You can also Tweet me at @GerryMoran.

It’s time for your to embrace your social media force and start to take the steps to use your powers (and social media network) to help increase your company’s reach, engagement and conversion. And, if you are ever in doubt with what you can do or how to do it, just ask yourself, WWYD (what would Yoda do?) Or, just email me at moran.gerry@gmail.com. May the social media force be with you.

by Gerry Moran Gerry Moran 3 Comments

Do You Need A Social Media Tune-up?

Is your social media community sputtering along? Are your social media campaigns hitting on all cylinders? Are you fueling your social media marketing with the right content? If you are unsure of your social media marketing performance, then it’s time for a branding and community management social media tune-up!

Need A Social Media Tune-up?

Need A Social Media Tune-up?

Just about two years ago, SAP was experiencing the same sluggishness with our North American social media engine. We were generating sales and marketing activity but were under-delivering on community engagement, reach and conversion with our social media campaigns. This is the same problem that many large and small brands are still experiencing. It is key to understand when your social media engine is not humming along. When your engine sputters, you spend more money, waste time and win fewer races.

I’ll be speaking on how SAP built a social media community and campaign engine to drive reach, engagement and conversion at SAP. I’ll be doing this at the upcoming J. Boye Web & Intranet Conference – Turn Experience Into Advantage on May 8th in Philadelphia. I will be using the following checklist to show you how we built our branding and community with social media for our North American marketing campaigns.

Social Media Tune-up Checklist

Here’s a checklist to see if you need branding and community management need a tune-up:

1. Social Media Channel & Community Reach

  • Is your social media channel and community base growing with the “right” type of followers and members
  • Are you adding more influencers to your social tribe?
  • Does your messaging reach and connect with people who do not follow you?
  • Do your social media channels effectively perform their roles?
  • Does your content generate an increasing amount of impressions?

2. Social Media Channel and Content Engagement

  • Does your content resonate with your target audience?
  • Are you exposing your audience to the right messaging level to make a difference?
  • Does your messaging start a conversation with your audience?
  • Do your readers value your message enough to drive social sharing?
  • Is your content constructed to engage readers?

3. Social Media Conversion Strategy

  • Does your social media and community messaging convert into sales-related activity?
  • Are your individual social media platforms performing according to their roles?
  • Are your landing pages and other conversion “hand-offs” working as hard as possible for you?

4. Social Media Activation

  • Is it easy for your community members and marketers to access your social media?
  • Are your social media listening, deployment and measurement tools performing optimally for your social media channels and community?
  • Are you considering community members’ native social behavior when asking them to act.

5. Other Social Media Considerations

  • Does management and leadership value social media channel and community activity?
  • Is your social media listening giving you actionable account- and marketing-based insight.

Sometimes it’s good to back to the basics of creating channels and understanding how the messaging works best in each of those channels when performing a social media tune-up. Take a look at these other blog posts to understand how to:

I hope to see you at the May 7-9, 2013 J. Boye seminar in Philadelphia. You can register here. If you attend live or virtually through social media, please use the hashtag #jboye13 to follow or participate!

If you need help to answer the above questions to help you with your social media tune-up, please leave a comment below, reach out directly to me at MarketingThink.com or Tweet me at @GerryMoran.

Social media community and program needs a tune-up now and then. I hope that you found these questions helpful in identifying if your program or community does! If you answered a few questions tentatively, then you likely need a social media tune-up!

by Gerry Moran Gerry Moran 3 Comments

Unleash Your Social Business Super Powers

With great social media power comes great social business responsibility! Clark Kent, Bruce Wayne and Britt Reid all used their super powers on some level whether or not they were wearing their cape, bat ears or green mask. You are a key part of your company’s social business strategy. You must use your social media power to make your social business world a better place!

Unleash Your Social Business Super Powers

We are in the “infancy”, “just beginning” and “early days” of social business says a recent MIT Sloan study. This 2012 research study reports that 52% believe a social business is essential to their operations today, with 86% of managers believing the importance of a social business will increase over the next three years.

Sandy Carter, VP of Social Business Sales and Evangelism at IBM, stated in a 2011 Forbes interview, “A Social Business isn’t a company that just has a Facebook page and a Twitter account. Social Business means that every department, from HR to marketing to product development to customer service to sales, uses social media the way it uses any other tool and channel to do its job. It’s an organization that uses social networking tools fluently to communicate with people inside and outside the company. It’s a strategic approach to shaping a business culture, highly dependent upon executive leadership and corporate strategy, including business process design, risk management, leadership development, financial controls and use of business analytics. Becoming a Social Business can help an organization deepen customer relationships, generate new ideas faster, identify expertise and enable a more effective workforce.”

Whether you are trying to empower your employees, or you are an employee looking to harness your social media super powers, it is vital to understand where to start to develop these powers so you and others can be effective internally and externally with your company.

5 Ways To Harness Your Social Business Super Powers

Your company needs your social business super powers to help them create more revenue and profit. Here are five social business super powers to unleash to make your work world a better place.

  • Amplify. Retweet, share, comment and like your company’s social messages to propel their messages to distant universes they cannot reach with their social channels… your personal network.
  • Engage. Enable the power of being everywhere on your company’s behalf. Engage with customers and influencers on social networks by being a passionate brand ambassador never turning away from a chance to help.
  • Convert. Transform social media encounters on a blog, community, Twitter or LinkedIn Group by helping to solve for a selling need by answering a question or clarifying a point.
  • Knowledge. Share your keen power of non-promotional knowledge and expertise by proactively publishing content on blogs, Twitter and LinkedIn Groups. Let the world know what you know!
  • Support. Use your super listening powers to find and answer customer cries for help on Twitter, blogs, and community groups. Offer your expertise or link them to others who can help!

Have you developed another social business super power? Please share your social media power below so we can make the world a better place! Want to keep your identity a secret?  Then please contact me directly at MarketingThink.com or tweet me @GerryMoran.

If you enjoyed this post, check out these other ideas to help you further develop your social business super powers:

  1. How to write the perfect tweet
  2. How to format the perfect blog post
  3. How to build the perfect LinkedIn profile
  4. How to create the perfect Google+ profile
  5. How to blog

Building a tribe of social business super heroes is the key to business success over the upcoming years. Understanding how to use social media is a start, but using your powers to help your business answer prospect questions, solve customer problems, amplify their messages and to leverage your knowledge to help others is they key to being a social business super hero and putting a little WHAM, POW and BAM into your results!

PS. Unleash the roadmap to develop social business super powers to your tribe and pass on this post, Unleash Your Social Business Super Powers

by Gerry Moran Gerry Moran No Comments

How To Spot A Social Media Poser

Being an avid fan of the CSI television series, I think it would be appealing to have a show on social CSI to spot social posers. As Gil Grissom, the original CSI guy, said “I don’t trust people, they tend to lie. Evidence never lies.”

5 Reasons Why People And Brand Become Social Media Posers

Social Media Poser

There are many reasons for people to be social media posers.

  • Social Ego. Having more followers is better.
  • Credibility. Having more followers impacts credibility.
  • Management Pressure. Management views success as the amount of followers vs. reach, engagement or clicks to a landing page.
  • Influence. The need to get hired in a social media position or build up one’s positioning.
  • Scoring. Looking at your numbers as a score of success vs. leveraging them for increased business.

It’s beneficial for you to understand how to spot a poser. You may be developing a social influencer strategy or looking to hire a social media guru for your brand, so you need to be able to audit an individual’s authenticity.

How To Find A Social Media Poser

Here are easy ways to spot a poser and related behaviors to ensure a brand truly has authentic followers:

  • Facebook. Barracuda Labs reports that 97% of Facebook fakers pose as women while about 40% of real Facebook accounts are women. Also, Barracuda also reports that 58% of Facebook fakers accounts note they are interested in both men and women while only about 6% of legitimate accounts say the same. Phony profiles bubble to the top of the faker list since they average 736 friends while real users average 130 friends. Nearly 70% of the posers claim to have attended college while about 40% of legitimate users’ profiles include college educations and these posers went to school closer to their high school than authentic accounts. So, how can you spot a Facebook faker? Spotty accounts typically have a large amount of likes without the typical associated amount of account activity like comments or People Are Talking activity.
  • Twitter. We all remember how Mitt Romney acquired 100,000 new Twitter followers overnight while in the heat of the 2012 election. So, how do you tease out the Twitter fake accounts? A quick perusal of a Twitter account can typically flesh out a social media poser. Flip through an account’s followers, and if you notice a large amount of followers with an egg as the profile photo, then you likely have found a poser. You can also observe if any of these follower accounts produce engaging in their Twitter feed. Pay attention to their timeline to make sure it’s not populated with repeated tweets.  Go a little deeper with your investigation by using these two other tools:
  1. Twitter Counter to spot giant spikes in follower counts. Check the time around a new business announcement, a new opening or close to a job application
  2. StatusPeople.com to spot what percentage of a company’s Twitter followers are faker (i.e., http://fakers.statuspeople.com/Fakers/Scores)
  • Pinterest. Peculiar Pinterest accounts are not picture-perfect, nor as influential as they claim, if there are many followers without bios and pictures. Also, pay attention to their pins!
  • YouTube. Daily Dot reports that late 2012 audit of YouTube video channels cut 2 billion fake views from record company sites, affecting high-profile record companies like Universal Music Group and Sony. There is no tool to make this authentication process any easier. However, there are a few things you can do. View YouTube differently by drawing conclusions from high view counts and a small amount of followers and likes (since this costs more for fakers to buy). Also, look for an unusually low amount of dislikes and comments which also provides you a view into a social poser.

Do you have another way to find a social media poser? If so, please pass it on. Or, contact me directly at MarketingThink or tweet me @GerryMoran.

Some other ways you can use social media to check up on others are:

  1. How to spy on your competition
  2. How to listen to customers, prospects and competition
  3. How to create a listening program

Understanding how to flush out social media posers is key to you understanding your influencers or even hiring the right person for your social media staff! So, turn on your Hulu Plus and watch a few reruns of CSI and get pumped up to start to expose the social media posers in your life!

PS. If you found this post, How To Spot A Social Media Poser Infographic, helpful and interesting, then please pass it on to your social tribe! And, don’t forget to sign up for email deliveries of my hot-off-the-press posts!

by Gerry Moran Gerry Moran 15 Comments

9 Simple Ways To Calculate Facebook And Twitter Success

I was recently interviewed for a research study on the topic of B2B social media measurement. Social media metrics and analytics are hot topics today.  Many companies need to make a decision to invest in a social practice or a center of excellence and social media measurement helps to support their decision. Listening tools like Netbase, enterprise deployment platforms like Sprinklr and a team of channel managers and strategists can impact a company’s bottom line. It can also be an investment that takes a company to the next level!

At SAP, where I lead the social media program for North America, we focus on the three key areas for social media measurement: Amplify, Engage and Convert. Many other big brands likely do the same thing. Like television and airport signage, social media does not fall into the direct response marketing bucket. However, it does plays a key role to help build sales pipeline in B2B companies. Social media is an important cog in the lead generation machine and the three things that all B2B brands need to do with social media are:

  • Amplify: Increase the awareness of the brand story and solutions.
  • Engage: Drive customer and prospect engagement with related content.
  • Convert: Provide a way for the customer to convert interest after they become aware and have consumed enough content to move to the next step in the buying journey.

To help you understand if you are reaching your goal, it is important for you to understand the right questions to ask to get the right social media measurement. Marketers need to map key social metrics to strategic questions vs. just measuring and blindly reporting how a channel performs.

9 Back Of The Envelope Calculations To Help You With Your Social Media Measurement

I created the following infographic to help you ask the right questions and use the right calculation for the right social media measurement.

Back Of The Envelope Social Metrics

Do you have another metric that you can share with MarketingThink.com’s readers? If so, please share it below or contact me directly on this blog or on Twitter @GerryMoran.

I urge you to find the nearest envelope and test out these easy social media measurement calculations that answer these 9 key strategic questions. And if you have any more questions, please reach out to me directly! No envelope needed.

by Gerry Moran Gerry Moran 32 Comments

How To Build The Perfect Twitter Profile

Creating the perfect Twitter profile is much like creating the best curbside impression for your home. Like a home, you want to impress visitors with your outside view. You also want to fill the rooms in your home with equally impressive accoutrements to support your personal brand!

It is important to have a twitterific Twitter profile, since customers and prospects will ‘visit you’ there to check out your social brand! This advice applies whether you are a craft brewery or an executive as SAP! And, much like a home that is on open house, the outside curb appeal is as defining as what’s contained in the home’s inside rooms and closets! You cannot begin a social conversation, whether you are a brand or an individual, unless your Twitter profile is terrific and tremendous! Otherwise, your messaging may fall on deaf ears when the formerly impressed audience leaves unimpressed when they see your profile pic is an egg and your pictures are all of your attendance of “that” party.

Twitter Profile Research

Here are some research that shows that a compelling profile will generate more search results and followers! If your goal is to build your brand, then these are statistics you will want to pay attention to!

  • Location. Only 66% of Twitter users accurately complete the “location” field of their profile, notes a PARC research study. The other 34% are missing out on the ability to be found by those searching for these users
  • Profile Picture. Hubspot reports that Twitter profiles with a picture have 10 times more followers
  • Twitter Bio. Twitter profiles make you more discoverable by Google, which will increase your “findability” and increase your brand’s reach

How To Build The Perfect Twitter Profile

Many are surprised that there is more to creating and managing the perfect Twitter profile than getting a handle, uploading a picture and putting a few descriptive words. Follow this social branding blueprint to make your Twitter profile shine!

How To Build The Perfect Twitter Profile

 

Do you have a Twitter profile tip or trick that you can share? If so, please note them below or reach out to me directly at MarketingThink.com. And, go figure, I can be found on Twitter @GerryMoran!

Twitter Marketing Tips

Here are three articles that will help you with some other aspects of making your Twitter marketing and branding better:

If you follow this blueprint to build the perfect Twitter profile you will brand’s curbside appeal and your efforts will return a better social brand, more followers and a bigger impact of your messaging and content.

by Gerry Moran Gerry Moran 11 Comments

Blueprint To Build The Perfect Retweet

Retweeting sounds easy enough to do. Heck, that is what the RT  button on Twitter, Hootsuite or whatever client you use for tweeting is for, right? You see a tweet that you want to pass on and then you click the RT button, or should you add something to the tweet to make it your own? And if you do retweet, what next?

From a recent blog post, 4 Reasons Why Retweeting Needs To Be Part Of Your Content Marketing Strategy, make retweeting about 15-20% of your social media content. That is our target editorial strategy our @SAPNorthAmerica account and it performs nicely for us as a great way to add to our content sourcing. This is especially true with tweets that are “built for retweeting” (say that 5 times fast, why don’t you?).

Sysomos’ recent research reports:

  • 71% of all tweets are not retweeted or responded to
  • 6% of tweets get retweeted, indicating that may tweets are not built for retweeting
  • 92.4% of the retweets happen in the first hour, indicating that if a tweet is not retweeted in the first hour, it is likely that it won;t be retweeted

This research is very important since retweeting extends and amplifies a your awareness, the author’s awareness and to build bridges with those not in your network.  Retweeting is a source of content that you cannot pass up. My experience at SAP and with other big brands and small businesses is that many marketers do not understand the power of the retweet.

Typical “How Do I Retweet?” Questions

As I have helped to grow the SAP social media Center of Excellence in North America and have connected with many on my MarketingThink.com blog I have met many typical retweeting questions like:

  • “How many characters should be in my retweets?”
  • “How exactly do I retweet?”
  • “Where do I put my message in the retweet?”
  • “Will the author know that I retweeted her?”
  • “Can I add a hashtag to a retweet?”
  • “Can I change the original message by the author in a retweet?”
  • “Can I use my link instead of the author’s original link?”

There are all great questions! And, there are certainly more than the ones I have listed. Be comfortable with the “how” to master the messaging and make the biggest impact. To help you build the perfect retweet (and Facebook post, tweet, YouTube post and blog post) I have created a series of infographics on How To Build The Perfect [insert social media messaging activity here] to help build the best social media messaging to amplify your own messaging.

How To Build The Perfect Retweet Infographic

How To Create The Perfect Retweet Blueprint

Do you have other ideas or coaching tips to add to this How To Build The Perfect Retweet Blueprint? Is so, please comment below or contact me on this blog. You can also find me on Twitter @GerryMoran.

If you are looking to hone your Twitter skills, please check out these posts:

Take the time and post this How To Build The Perfect Tweet Blueprint to your desktop and give it a try when you are retweeting your next tweet! Remember, people do not retweet to drive clicks or consumption of content. People retweet since they believe the content will resonate with their followers, sort of combining a thought leader and curator role. If you are going to assume that role of a thought leader or curator, then it behooves you to retweet in the most effective way!

 

 

by Gerry Moran Gerry Moran 6 Comments

How To Retweet: 8 Ways To Avoid Being A Lazy Retweeter

Don't be lazy with your retweets!

Don’t be lazy with your retweets!

Have you ever been in a conversation and you find yourself nodding your head to feign understanding, when you do not have a clue! I have found many a social media expert and native, yes Millennials included, that do the same thing! They are not posers, however, they just do not have the breadth and depth of the how-to!

It’s important to master the basics of something like Twitter, since it’s one of the key pistons in the social media messaging engine. Specifically, there are four key reasons why retweeting is important. They all focus on increasing the reach of your messaging and social media brand by increasing followers, promoting relevant content and helping to build authentic relationships with followers and content creators!

The most important advice I can give you is to avoid clicking on the oh-so-convenient retweet (RT) icon. Passing that will help build your brand and add value to your messaging strategy. In fact, 15% of your content strategy should be retweets (that’s what we do for our content marketing strategy at SAP).

Recent HubSpot research tells us:

  • There is no significant link between the number of retweets and the number of clickthroughs
  • 14.6% of retweeted tweets had 0 clicks
  • Tweets that contained the word ‘retweet’ were retweeted more frequently but clicked on less often
  • Tweets containing the @ symbol were retweeted less frequently but clicked more often
  • Tweets including the words ‘please retweet’ are likely to be retweeted four times more than those that do not include that phrase

Your retweeting strategy needs to focus on adding your incremental value to the tweet. You just don’t want to be a “passer-alonger”. Rather, you want to put your curated spin on what you perceive to be relevant and valued content! This is important since it builds your brand and shows your followers and readers that you have a point of view and are not a parrot of sorts.

Like many things that are successful, the old-school approach to things always take a little more time, however, pay out in spades … but in this case Retweets!

So, quit talking about yourself and start manually amplifying the conversations of others! Here are five ways to get the most from your RTs:

8 Steps To Go Old School With Your Retweets

1. Avoid Clicking On The RT Icon! As Meatloaf’s romantic pursuit said in Paradise By The Dashboard Light … “stop right there!” You want your RTs to work as hard as possible and that RT icon does not give you the flexibility to customize your message! There is a reason that many tweeters do not use the entire 140-character limit … so you can retweet by adding your twist, which is why you have followers anyway, right?

Screen shot 2013-01-09 at 8.00.02 PM

2. Cut & Paste The Entire Tweet That You Want To Retweet. In one swift motion, capture the entire content of your retweetable tweet and copy it! This action works whether you are in Twitter or in another client like Hootsuite or TweetDeck!

Screen shot 2013-01-09 at 7.41.15 PM

3. Click On (Blue Icon With The Quill)  Compose A New Tweet Button. With your retweetable tweet copied, click on your compose button to commence with the tweeting!

Screen shot 2013-01-09 at 7.44.06 PM

4. Eliminate Extraneous Name. First, delete the user name, while maintaining the Twitter handle of the tweeter. After all, this IS the key to retweeting vs. “stealing” … paying twomage (twitter homage) to the content’s author.

Screen shot 2013-01-09 at 7.42.26 PM

5. Add RT In Front Of Tweet. Now, the standard “RT” is inserted in front of the tweet. Using this formatting will let the author know that he or she has been retweeted vs. just being “mentioned”. Both actions basically give author acknowledgment and position you as a “good tweeter”.

Screen shot 2013-01-09 at 7.56.28 PM

6. Edit Extra Characters And Words From Tweet. You always want to be setting up the next “move” with your tweets to allow others to retweet with their own message. I see this activity all of the time with my tweets from MarketingThink.com generating retweets from retweets. Make sure you provide this extra room!

Screen shot 2013-01-09 at 7.45.07 PM7. Make Sure Link Still Works! There is not bigger downer than a link that does not work. It puts two strikes against you! First, you obviously did not read what you are retweeting, which makes you a poser. Secondly, you are wasting your readers time and will likely never get clicked on again!

Screen shot 2013-01-09 at 7.56.40 PM

8. Add In Your Messaging And Keep Overall Message To 120 Characters Or Less. Now, make this message your own by adding in your insight. Me, I love to see “Great ideas” in front of my tweets. However, you may want to share how this applies to your experience or anything else that is relevant to your followers!

Screen shot 2013-01-09 at 7.56.12 PM

Other Twitter and content marketing blogs that you may enjoy are:

If you have some success stories to share on retweeting, please do by adding a comment to this blog, reaching out to me directly or tweeting me at @GerryMoran .

Please take my advice and don’t take the easy way out with retweeting by just being an echo chamber. Add your two cents and point of view, since that is why others are following you!

– Gerry Moran.

by Gerry Moran Gerry Moran 14 Comments

4 Reasons To Make Retweeting A Part Of Content Marketing

If you only tweet your own content and do not retweet others' content, it's like you are talking to yourself!

If you only tweet your own content and do not retweet others’ content, it’s like you are talking to yourself!

If you are wondering how to tweet (or how to Twitter for others), then the best place to start is by retweeting. Retweeting needs to be a part of your content marketing strategy, even if you are a social media “veteran”!

Virtually every thought leader, blogger and business user on Twitter tweets their own content at one time or another. There’s absolutely nothing wrong with tweeting about your own content it’s one of the strengths of the platform. But Twitter is a social tool, not entirely a broadcasting medium. Even at SAP, you can see that we dedicate about 15%-20% of our editorial calendar to retweeting thought leaders.

Recent Hubspot research indicates that over 16% of link-containing tweets generate more retweets than clicks. So, many people retweet a Tweet with a link without even clicking on that link themselves, using it as a source of content!

If you tweet about only your own stuff, then that makes a person look like one of those cocktail party bores who only want to talk about themselves. More often than not, you will end up talking only to themselves.

Retweeting is a key part of the social interaction on Twitter. Here are four great reasons to share content posted by others.

  • Helps You To Build And Contribute To The Original Tweeter’s Brand. Retweeting provides others with both social (“nice work!”) benefits as well as the practical benefit of driving more traffic to their content, since they are reaching a different circle of contacts that would otherwise not see their content. This additional reach with their @username, will also help their gain new followers. Anytime that you use the @username in your tweet, this message will show up in the author’s inbox … a nice thing to do, and (usually) appreciated.
  • Provides Great Content For Your Followers. Tweeting only original content for your followers is very difficult and they do not always expect it. You have followers that trust your judgment, which is content development and content curation. RTing someone is a way to provide content that benefits two parties – the author and your followers! In fact, about 15% of our Twitter content at SAP is retweeting thought leadership content! Tweeting and retweeting interesting and valuable content helps those who follow you. When you help your follows discover new knowledge and information, you become a valued information source and build trust.
  • Gives Your Great Retweeting Reaction. When you retweet, you receive more retweets. Others are more likely to retweet your content when they view you as someone trying to share helpful content with the community rather than just broadcasting your own material. This is a great pay it forward strategy that will help expand the reach of your brand and messaging
  • Helps You Expand Your Network. In otherwords, when you retweet, then you magically gain new followers! People want to be retweeted. Having retweets and other interaction in your message stream makes you a much more interesting and compelling to follow than someone whose tweets are one-way and scheduled obviously. Retweeting integrates you into two key Twitter showcase activities , #FollowFriday / #FF recommendations and “Thanks For The RT” messaging, which is a way that the author recommends you to their followers, that you should be followed.

Please share your reasons for retweeting on this blog, or reach out to me directly on MarketingThink of via Twitter @GerryMoran

So, quit talking to yourself by only broadcasting your own tweets and start to integrate others’ as part of your content marketing strategy. Give and you shall receive!

by Gerry Moran Gerry Moran 1 Comment

Are Your Tweets Lost In A Sea Of Bad Twitter Hashtags?

How can Twitter hashtags be used to create a better message? Well, this past March I had a wonderful vacation in Mexico. We were enjoying the resort’s pool when my significant other and I finished our cervezas. I tried teaching her the key Spanish words to use in Mexico. When she tried to order this round of cervezas, she asked “dos cervezas con lime”. The bartender returned with “dos cervezas con limon?” and her response was “no, lime” … and so round and round it went like a 3 Stooges skit! She tried her hardest to get the message across, but just was not using the right language or the term.

Twitter hashtags let people find relevant tweets and help you reach more of these people! Hashtags let you reach and communicate with your target audience with a language they understand and are looking to engage with. In fact, Buddy Research says that tweets with 1-2 hashtags drive 21% more engagement and clicks than those tweets without. With that increased engagement, I am not sure why more people do not use more hashtags since Twitter reports that only 11% of tweets contain a hashtag

4 Ways To Use Twitter Hashtags

Here are four considerations when trying to find the best hashtag for your B2B Twitter messaging.

1. Reach An Expanded Audience With Hashtags. Such is using a hashtag on Twitter, if you want to reach the right target with the right message, you need to use the right “language” or terms. Hashtag definition – a hashtag is simply a word or set of characters preceded by the “#” symbol. It helps Twitter users to sort, search and find information on their terms. When we use it to communicate, it helps us find and communicate with those interested in niche subjects. The better our choice of hashtags the wider our reach will be.

Hashtags Increase Your Reach

2. Reach The Right Audience With The Right Twitter Hashtag. This Twitter hashtag inclusion is CRITICAL B2B social media messaging consideration. Without the right keywords and hashtags, you are leaving opportunity on the table – awareness, registration and pipeline. It’s interesting to note that WeFollow.com registrants are out following #cloud with #cloudcomputing – i.e., 1140 #cloudcomputing follows vs. 347 #cloud follows. This difference should make us reconsider and reevaluate using key words and hashtags for better messaging. HashtagBattle.com provides another way to analyze hashtag use (vs. following). For example, #cloud significantly outperforms #cloudcomputing use! So, it makes sense to use several tools and inform your decision. In this case, you need to make the decision to use a hashtag that’s followed more or used more.

3. Use Twitter Hashtags That People Follow. If one decided to use a brand-specific tag like #SAPCloud that no one follows, it would be like forcing a customer into a following situation (doesn’t sound very pull marketing does it?). With this very targeted hashtag use, message reach is likely capped at the channel’s follower count! I have to say that I do see many hashtags that don’t effectively work for brands. This poor use of hashtags is quite easy to change!

4. Use Twitter Hashtags With High Usage And High Relevance. The key question is, what hashtags should you use vs. how do you find a hashtag to use. Use a simple 2×2 chart to categorize choose hashtags that have high relevancy and high followers. This 2×2 chart is a handy, back-pocket resource. It will also help guide you to pair a niche and a generic hashtag to drive even more reach (e.g., #mobile #analytics).

Screen Shot 2013-03-10 at 8.55.31 AM

Use a 2 x 2 chart to select the best Twitter hashtags

Other related Twitter hashtags blogs that you might enjoy are:

In case you are wondering, we ended up solving the lime vs. limon situation, helping us reach the right audience with the right message … which made us all very happy in the end!” Escupe, dos #cerveza con #limon, por favor! If you have questions on how you can reach the right audience with the right hashtag, please leave a comment below or contact me privately on this blog or on Twitter @GerryMoran .

#Adios!

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