Posts

How to be a Rockstar When Live Tweeting

Live Tweeting while at an event can be a great tactic for a brand and doing it like a rockstar not only fosters engagement, it can drive traffic back to your site and ultimately add to your sales funnel.  So, what are the best practices when it comes to live Tweeting?  Check out these 10 tips:

How to be a Rockstar When Live Tweeting. heatherannemaclean.wordpress.com, taylormadecanada.com

Image courtesy of canadarocks.ca

1.  Establish A Plan

This is particularly important if you are live Tweeting on behalf of a brand.  You need to ensure that you have all your ducks in a row, or at least be prepared for all scenarios.  For your plan to cover all of the bases, be sure to think about all of the following tips.

If you are Tweeting on your own, you still need to put some thought into how, what and when.  The following points will also help you to do this well.

2. Have Your Playbook Updated and Ready to Go

This mostly applies to brands, but an individual could have his or her own playbook.  In any event, make sure that you know what to do in the event of trolls, hashtag hijacking, etc.  Be sure you know your workflow, who needs to be involved in any escalation and more.  While 99% of the time you won’t need this level of detail, being over prepared for such events is always worth the effort.  It also serves as a refresher for those listening and engaging on behalf of the brand.

3. Be Sure to Listen as Well as Engaging

This might seem obvious and would hopefully be addressed in your playbook, but for brands in particular you want to ensure that you have enough resources to not only be live Tweeting, but also to be listening.  Have one person focused on responding on behalf of the brand and let the other focus on live Tweeting.

4. Use the Right Hashtag

For a brand, you want to establish your own hashtag.  However, you should think it through carefully. Make sure that you don’t select a hashtag that when combined is offensive, embarrassing, or already in use by someone else. (See image above…I am sure that Susan wasn’t thrilled with this hashtag.)  Also be prepared that you could have other people hijack your fantastic hashtag for their event at some point.  It can and does happen.  Also share, share and share your event hashtag.  Make it easy for people.

As an individual this can be equally important.  Believe me it can be quite lonely Tweeting if you are using the wrong hashtag.  Do some research first and/or ask the event organizers what their hashtag is if they don’t have it on their website or in their collateral.

5.  Give Your Audience A Heads Up

Your followers will always appreciate the heads up when you will be Tweeting more than normal.  This applies to both brand handles as well as personal handles.

If your brand is live Tweeting and you want your followers to participate, be sure to let them know what the proper hashtag is and when you will commence live Tweeting.

6. Schedule Tweets

While this works really well for a brand, it can be quite useful for an individual to schedule some Tweets in advance too.  There may be specific points or pieces of information that you want to get out there.  Prescheduling can be great for this.  This also works well if you are Tweeting in more than one language.

7.  Remember Your Goals

As a part of the overall plan, brands should have goals and objectives of what you want to achieve through live Tweeting.  Is it to inform your customers, increase your network, drive more traffic to your website.  Make sure it is clear and understood by all parties.

As an individual you should also have goals.  Don’t just Tweet for the sake of Tweeting.  Be thoughtful and add value.

8.  Don’t Forget Photos

People love photos!  So, be sure to include a good variety of quality photos in your live Tweets. You don’t need to do it for every Tweet, but maybe try a 50:50 mix of text:text & photo.  For quality photos look at composition, lighting and the number of people in the picture.  

9.  Maintain Your Voice

Remember what your brand voice is.  This is not so important for an individual, but do remember to avoid becoming a robot.  Have fun with your live Tweeting.  Others enjoy that and are more likely to share your Tweets.

10.  Ignore Trolls and Hackers

While this can be hard to do at times, giving them an audience is exactly what they want.

Like this post?  Feel free to follow my blog and connect with me on Twitter: @MacLeanHeather

Don’t Feed the Trolls – Research Reveals Psychopathy

For any person managing a company blog, Facebook Page or other online asset, we all know and think about the trolls.  We advise, and are advised by, others to not feed the trolls.  Now new research out of Canada confirms what we all knew – online trolls have psychopathic tendencies.

Image courtesy of www.geeky-gadgets.com

Image courtesy of www.geeky-gadgets.com

Years ago I worked at a company that was pretty innovative in a number of areas.  In fact like many innovative environments, not everyone is pleased with the direction that the innovation is headed.  Some people who feel that they are losing control become embittered and look for ways to cause chaos.  While all this was bubbling under the surface and it was for the most part hidden, it would soon boil to the top when we launched our Facebook page for customer interactions.

Of course we trained and prepared our staff how to handle external discord.  We were prepared for that.  What we were less prepared for however, was that of the trolls who clearly surfaced from within the organization.  As someone who was very proud to work for the organization it was very disheartening and alarming to see very personal and abusive attacks being made against certain people.  I can’t articulate just how bad it was.  Eventually we had to take steps to ban the offender or offenders.  We finally found a solution, but it took awhile.

Over the years since this “experience” I have shared the details with many social media thought-leaders and they were quite perplexed.  They found the circumstances extreme and were actually shocked when I shared some of the actual posts.  It was one of the worst attacks that they had heard about.

Needless to say the posts were vicious and unrelenting.  At the time I couldn’t help but wonder what was driving the person or persons to behave in this manner.  I worried about the mental state of someone who could act in this way.  Research released earlier this month by Canadian researchers Erin Buckels, a University of Manitoba psychology graduate student, and psych professors Paul Trapnell of the University of Winnipeg and Delroy Paulhus of the University of British Columbia, found the trolls were “Machiavellian in their manipulation of others and their disregard for morality.”  Most disturbing however, is the finding that this is not an online phenomenon, but rather something that they like o do every day, whether on line or not.  If you think about this, the ramifications are quite serious.

How to handle trolls depends on the situation.  In my case, we probably should have just ignored them, but it was difficult when it was such a disturbing attack on members of the executive.  It was hard for employees to look at the posts when monitoring.  More recently however, Dominos did an excellent job at addressing a troll.  Here are some of the tweets:

Screen Shot 2014-02-28 at 4.40.17 PM

Screen Shot 2014-02-28 at 4.42.37 PM

Screen Shot 2014-02-28 at 4.47.31 PM

So, how did Domino’s do?  They did a great job.  They stuck to message and no doubt have a great Playbook that helped guide them through this.  They also kept the responses to a smaller audience.  The trolls made sure that everyone could see their posts by using a “.” at the beginning of their tweets.  When Domino’s responded however, they did not respond the same way. Instead, they just responded to the offender.  As a result, only the people following both the troll and the Domino’s could see the response.  By doing this they aren’t making a big deal of this.  In the end, they shut it down.

Want to learn more about marketing, communications and strategy?  Be sure to visit us at TaylorMade Solutions.