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How to Develop a Social Media Strategy for Twitter

Successful social media strategies don’t exist in a bubble. I’m a proponent of an approach to creating a social media strategy that is one part of a fully integrated marketing communications strategy, so the more information you have about your existing marketing plan and efforts, both on– and offline, the better you’ll be able to customize your Twitter strategy to effectively meet your needs.

It’s crucial that you know what message you’re trying to convey through your branding efforts, a good understanding of your target market, know your competitors and have a solid grasp of your value proposition (the benefit your customer gets from using your product or service).

Whether you decide to use Twitter, who you decide to target with your Twitter social media strategy, how you effectively reach your audience, and what tools and metrics you use to successfully implement your Twitter strategy depend on a solid understanding of your marketing communications plan.

You’re now ready to identify your objectives. What do you want to achieve? The answer to this question must organically flow from your company goals and competitive position in the marketplace. Examples of objectives include:

  • Establishing your online influence.
  • Develop a deeper understanding of your target market’s needs.
  • Improve customer service.
  • Engage potential online clients.
  • Developing a resource for qualified website and blog traffic.
  • Building your brand.

Now you’re ready to plan how you’re going to achieve your objectives–your day-to-day activities or actionables. This is where your knowledge of Twitter tools comes in handy. Don’t lose sight of the bigger picture. Examples of how to achieve your objectives include:

  • Monitor the following keywords: competitor xyz, industry term xyz, company name, product benefit xyz using Google Alerts.
  • Use Hootsuite as your main dashboard and to preschedule tweets.
  • Use to automate content curation.
  • Host Twitter parties.
  • Use to help create leads and deepen relationships with Twitter community.

Decide what metrics to track to make sure you are achieving your objectives. Examples of possible metrics or Twitter analytics:

  • Klout score & areas of influence.
  • Number of retweets.
  • Change in customer satisfaction score.
  • Viral lift of key tweets.
  • Number of DMs (direct messages) / nature of DMs.

Regularly review and update your social media strategy in the context of your marketing communications plan.

This post will give you a framework to work on other aspects of your social media strategy.

What’s an integral part of your social media strategy?

Photo credit: Marketing Zeus

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4 Responses to this post.

  1. Quang's Gravatar

    Posted by Quang on 19.03.12 at 5:30 am

    This is truly a useful article. I’ve used Klout and it’s good. Need to try

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  3. lauraleewalker's Gravatar

    Posted by lauraleewalker on 19.03.12 at 5:30 am

    Wonderful, so happy you found it useful! Klout is currently the most popular measure of online influence, and people will often use it before deciding to connect with you, so at the very least it’s helpful to be aware of your score.

    Would love to hear about your experience using and any other sites you’ve found beneficial.


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