Tag Archives: Twitter

Respond in real-time, or don’t bother

6 Jun

A good response strategy carefully matches your creative and content to your influencers and your audience.

A good response strategy carefully matches your creative and content to your influencers and your audience.

Summary: Develop a digital response strategy by analyzing data and matching creative and content. This delivers more opportunities to use good content and makes paid and owned media better.

Real-time media (Facebook, YouTube, Twitter, Google+) requires active response (real-time media = social media). Real-time media differentiates your brand from others. The right content (a status post and/or link to content), delivered at the right time and to the right customers can motivate strong emotional connections.

Real-time media is critical for communicating with customers and starting conversations. So pay attention. Be relevant in real-time and be prepared to respond. Building real-time Response Strategy means:

  • Analyzing data (Google Analytics and social media data)
  • Matching your creative and content to the news cycle
  • Matching your creative and content to influencers
  • Matching your creative and content to your audience

What response strategy delivers

When your brand is listening and learning with real-time (social media), you now have the detail you need to create better content for your digital channels that act as a resource or service. You can do good things like identify, curate, co-create and prep for triage.

  • Identify and inventory resources for the brand and thought leaders in industry.
  • Curate content for additional visibility (Storify, Pinterest, YouTube)
  • Develop opportunities to co-create content with influencers and customers
  • Response scenario plan (content triage): Build real-time channels and content sets for quickly responding to negative or disruptive situations.

What’s next?

The true value of paid and owned media is based on the impact of earned media. Show a pulse and respond decisively from your real-time (social) media. Earn value with your content or don’t bother.


Content cooking: Filet of post with leftovers

4 Jul
Content inventory desserts

The desserts in your content inventory are the well-crafted content that would be appropriate to reference or recycle when it tastes good (trending in the news cycle).

Joan Canning’s guest column in the Toledo Free Press on the complexity of the Affordable Care Act (aka Obamacare) was so good that it deserved a second publishing cycle and a look at a simple content distribution action.

The Toledo Free Press circulated the 700 word article in its May print and online editions. Since the Affordable Care Act (ACA) is still a trending topic on Google Trends let’s share the good word on our content hub (blog or main website) and social channels (Facebook, Twitter, LinkedIn and YouTube).

Main course: Content Hub

Joan summarized the article on her content hub, her blog HR Advocate, which guides employers through the complexities of employment regulations. The summary on HR Advocate then directed readers to the original source.

Side dishes: Social Channels

She then created a status post on HR Advocate’s Facebook fan page for followers who would not be exposed to the Free Press article but would see the link summary on Facebook.

Moving on to HR Advocate’s Twitter channel, she shared detail on the original article and accompanying information in several tweets.

Having set up automatic posting from the HR Advocate Twitter channel, Joan’s LinkedIn followers were exposed to her excellent content as well via a status post on her LinkedIn profile.

Dessert: Content Inventory

Joan had created a YouTube video on the ACA for the beginning of this year on the HR Advocate’s YouTube channel. With ever-changing regulations affecting the decisions of the small and medium sized businesses that Joan serves, she updated detail in the video – What’s new with the Affordable Care Act in 2012 – in April.

Since she had tackled the same subject (ACA) from a different angle in June – Health care mandate tramples religious liberty – she made sure to link to her earlier efforts and follow the same pattern of sharing her excellent content on her content hub and social channels.

Joan now has these elements (the two articles and the YouTube video) in her content inventory or content matrix, which will come in handy to reference or recycle when the topic peaks again (as it undoubtedly will in this election cycle).

The original article was distributed in print, online publication, blog, Facebook, Twitter, LinkedIn, YouTube, and that was before sharing and cross linking to other related items in Joan’s content inventory. Great content moved and consumed efficiently with leftovers.

Build a better college newspaper website

21 Oct

Nationaal Archief

Here’s a checklist of online adjustments and guidance for a better college newspaper website. Change is difficult for newspapers. There are learning curves and time management issues in making these changes, but muscle up and get these done and get your dying newsprint a suitable online channel.

Content Management

  • BBC headlines: Look to bbc.com for guidance on well done news content and presentation. These are excellent examples to follow of keyword forward, densely descriptive but brief headlines. Print headlines do not transition well to online. Snappy headlines that provide information scent (leading people via searches to information results).
  • Direct me to useful information: Not everything is a news story or an enterprise piece. Create content that summarizes stories and group infographics, photos and video. Guide To, How-To, Complete List, etc. is content that people need, want and search for all the time. Anchor this evergreen content in a prominent place on your website and Facebook tabs.
  • Make sure that your RSS feeds are useful. Find a setting in your website’s content management system that not only provides the RSS feed code but links it to the option to add to RSS readers. I’m probably not going to copy the code leave your site and add it to my reader as it is set up currently. Make it one click.
  • Repurpose signed comments from users in a prominent place on the homepage. Anonymous doesn’t cut it. If someone is willing to sign a descriptive username then reward that user with a Comment of the Week feature (with crosslink to the original story). Crosslinks are key – outbound/inbound.
  • PDFs of complete news product: Great (I guess), for a quick scan of the news product and display, but advertisers expect added value and should have a link from their ad. Help your advertisers out.
  • All stories need images (entry points), calls to action (what do I do next?), and crosslinks and other info. Every URL shared on Twitter or Facebook is an introduction to your product. Why stop there?

Facebook for college newspapers

There is typically little engagement on college news Facebook pages. Readers comments on stories to no response. You will gain no value from social media unless you speak to followers. Engage.

Explain coverage: Demystify the news gathering process. Introduce your writers and editors and explain your operation. Tell your story about how you tell stories. This is a great recruiting tool and an opportunity to share with a wider audience.

Follow other people and fan pages: Try to use the @ symbol in all of your status posts. Put your idea and brand on other Facebook fan pages. The @College_Newspaper learned a lot from reporter @SusanMurphy’s visit to @BigUMedicalCenter and @BigUBusinessSchool. Look for stories in the next issue.

Shout out to your follows on the Facebook wall. Use the toggle as fan page administrator to post as both the admin and your personal profile to the your page’s wall. Note the support, interests of friends this way. @Jason Allen probably wasn’t happy with the result of this weekend’s @BigUFootball game, but we have the details on the upcoming game.

YouTube/LinkedIn for college newspapers

Don’t forget your other channels. Complete all profiles with full description and branding. Your YouTube channel needs custom background and profile, while your LinkedIn channel needs a custom profile image.

Twitter for college newspapers

Build source lists on Twitter. Sync your coverage, contacts and followers into your Twitter stream. Spend a little more time to build a better list of followers. Research keywords and geo references related to your university and rake in all sources connected to your university (and competitors, as well). Reporters can ask questions; propose story ideas and crowd source info. Twitter is a listening tool. Use it as a news gathering tool.

It’s expensive to produce that print product. Begin planning your escape plan immediately. Great usable, timely and authoritative information will never go out of style. Find new packaging.

Sorry Jake: Crowd sourcing on Twitter is zippy

19 Aug
EPA tweet on Twitter

ABC News’ Jake Tapper reported this conversation between a farmer and President Obama regarding new EPA directives on dust pollution.

Who needs a production staff when you have plenty of people in your audience to answer questions on Twitter?

ABC News’ Jake Tapper reported this conversation between a farmer and President Obama regarding new EPA directives on dust pollution. A helpful Twitterer supplied key detail within an hour.

Mark Hemingway@Heminator – delivered this article with a link to a letter to the EPA signed by 21 senators shortly after the initial tweet by ABC News. Hattip to original sources Ace of Spades and Slublog to highlight this exchange.

Not sure if ABC News appreciates the speed and customization of their news product by tribes of eager news gatherers, but editors on now on notice. Deliver all the details or have others do your job.

Twitter hashtags for non-profits

14 Jun
Use Twitter as a listening tool to discover great ideas from others

Library of Congress photo

How do you get the word out about your charity, non-profit or fund-raising effort? Use Twitter as a listening tool to discover great ideas from others, and use Twitter as a talking tool to share your message efficiently.

Use popular Twitter non-profit hashtags, create your own hashtags (just lead with the pound symbol – #), double-up on hashtags (#nonprofits and #nptech), and localize (tell ‘em where your located – #toledo).

  • Replace the word non-profit in a tweet with #nonprofit.
  • Build your tribe with #FollowFriday. Highlight other nonprofit organizations and show appreciation to contributors.
  • Follow #fundraising trends including #nptech
  • Ready for an event? Set your hashtags (#[event] and [campaign] ). Make your group aware of the hashtags and consistently use them. Make sure that you produce a few tweets that explain what your hashtag means. Toledo’s #exclaim http://bit.ly/22XXaa is a yearly music festival – join us #nonprofit.
  • Don’t forget to localize your event: #exclaim2011 set for #toledo
  • #volunteer[s] follow the call – call them with the hashtag.

Find a Twitter chat

Build innovation and creativity by joining a Twitter chat with other non-profit teams. Look for others sharing ideas by attending a Twitter chat (all times Eastern).

  • #npcons – nonprofit consultants (third Tuesday of the month, 4-5 p.m.)
  • #smNPchat – small nonprofits (Host is Pamela Grow; every other Friday, 12-1 p.m.)
  • #nptalk – nonprofit talk (Host is Nicole Harrison; every Wednesday, 3-4 p.m.)
  • #ynpchat – young nonprofit professionals (Host is Rosetta Thurman; first Wednesday of month, 4-5 p.m.)
  • #socentchant – social entrepreneurs (first Wednesday of month, 4-6 p.m.)

Best finds


Basic social media explanation

11 May
Social Media core groups

Library of Congress Photo - When someone in your core social group comments on something that you’re interested in that affirmation comes with “social credibility.”

Traditional media broadcasts to very large groups of people hoping that a small percentage of that group responds to their appeal.

When I think about social media I think about a theoretical limit to the number of people with whom one can maintain stable social relationships.  

How many people can you share one additional piece of identifying info? “Oh, I know Janeile, she’s a member of Social Media Breakfast Toledo. Yes, I know Michael, his wife’s name is Amy and they own a small business.”

Dunbar’s Number and your tribe

Dunbar’s Number identifies your core tribe. The number lies somewhere around 100-230. Let’s say 150.

That’s your core social group – 150. When someone in your core social group comments on something that you’re interested in that affirmation comes with “social credibility.” Michael and I are former co-workers. We’ve spent time together, we’ve had lunches.” His comment, appraisal or review of something is elevated by our relationship.

Now Michael has 150 friends in his core. And Janeile is a friend of both Michael and I and she has 150 friends in her core. Now you can see how these social cores can extend indefinitely out to the same range as the big media broadcasters and beyond. My friends and Janeile’s friends and Michael’s friends and all of our friends and their friends add up.

Core on steroids

Now take a good solid social core and put it on steroids? Social Networking channels like Facebook, Twitter, YouTube, and LinkedIn allow you to develop and strengthen this core group. When you reveal information and insight your core rewards you. It’s good to be affirmed by our social group. This is who we feel comfortable asking questions and making statements and sharing photos and links and ideas.

That’s the power of social media – affirmation, credibility, knowledge. My group makes me smarter and faster. My group has my back.

Can your business provide this type of customer support? Can you make me smarter and faster? Will you watch my back after the sale?

Gerbyshak at Social Media Breakfast Toledo No. 10

21 Sep

The energetic and inspiring Phil Gerbyshak spoke at Social Media Breakfast Toledo No. 10 on Sept. 10. Phil shared some great ideas on Twitter systems and efficiently monitoring your social media space.

Thanks to Team SMB Toledo Janeile Cudjoe, Amy Drill, Kevin Cesarz, Mike Driehorst, Kristin Reichardt and Patrick Giammarco for presenting and planning. Also, much thanks to Thread Marketing Group for hosting the event.

Visit Social Media Breakfast Toledo’s Facebook Page for information on upcoming events, helpful links and more conversation.