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Brands on Twitter, Twitter Book [#uwtwtrbook]

Twitter Brand Q&A

1. Situation Analysis – Background questions/motivations for using Twitter.

* How did you learn about Twitter?

* When did your organization set up its (first) Twitter account? How many accounts do you have?

* Why did your organization choose to engage with the Twitter community? How have your goals changed over time?

* Describe any resistance you had to overcome to get that first account going

* What other social media networks do you engage with?

* Why should people follow you? In your opinion, why might they unfollow you?

2. Planning – Strategy behind Twitter adoption.

* How did you pick the person who manages your Twitter account?

* How do you integrate Twitter with your overall marketing/communications plan?

* How have you promoted products/services/events on Twitter?

* How do you promote your Twitter account (such as email signatures, links from website, etc)?

* How do you manage, or not manage, the approval process by legal, pr & marketing? (@halfnelson)

* What is your policy on following? Replies? Directs?

* What is your organization’s social media policy for employees?

3. Implementation – How Twitter was implemented/applications used.

* Who tweets for your organization and how are they chosen? Is their identity made public on your Twitter profile? If not, why not.

* How do you let your customers/constituents know who is tweeting for your organization (eg, web site directory)?

* How often do you tweet and what types of content do you tweet?

* How are you planning your Twitter content?

• How did you develop your Twitter voice?

* How do you balance mission-focused tweets vs. a more casual ‘conversation’?

* How do you use hashtags?

* About how much time each day is devoted to your Twitter account?

* What tools do you use to Tweet? And do you tweet from computer/phone/both?

* What auto-Tweet services do you use (eg, TweetLater, TwitterFeed) and why?

* Which link shortener do you use and why?

* What are your favorite tools (and why)?

4. Goals and measurement – How was success defined and measured.

* What are your success measures?

• How do you measure ROI?

* What demographics are you targeting on Twitter? Have you found a ‘generation gap’?

* How do you see Twitter fitting into your long term communications strategy?

5. Lessons learned – Reflections on Twitter/Best Practices/Role models.

* What is something you wish you had known before you started your Twitter account?

* Who are your role models in the Twitter community?

* Have you made a mistake on Twitter? If so, how did you address it?

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About Sophia Kristina

Theology student seeking to understand how emerging media shapes the church, community and social justice [or vice versa]. I love to travel. And photograph. And eat. And repeat.

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