{"id":305,"date":"2012-11-05T09:33:48","date_gmt":"2012-11-05T14:33:48","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/index.php\/2012\/11\/05\/twitter-roundtable\/"},"modified":"2012-11-05T09:33:48","modified_gmt":"2012-11-05T14:33:48","slug":"twitter-roundtable","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/twitter-roundtable\/","title":{"rendered":"Twitter Best Practices: A Roundtable Discussion"},"content":{"rendered":"

By <\/span>Association Adviser staff<\/span><\/p>\n

\"\"Just about everyone you know, admire or do business with seems to be tweeting something these days. But the micro-blogging service is still widely misunderstood and often underutilized. Hence the endless debate about social media ROI.<\/p>\n

In response, Naylor held a roundtable discussion for employees and association clients to help them get more out of the popular 140-character social networking tool. Here are some of the most common questions and misconceptions that came up in the session led by Naylor online marketing specialist Kelly Donovan [@HurriGator<\/a>]. Watch video.<\/a><\/p>\n

 <\/p>\n

Participate with hashtags<\/span><\/p>\n

Join relevant Twitter conversations and trending topics by using hashtags. A hashtag is a word, string of letters and numbers, or phrase preceded by a pound sign. For example, #assnchat<\/a> is used by the association community to mark tweets about association publishing and management. Use existing ones or create your own. There are no fees or copyright limitations on hashtags.<\/p>\n

For associations, hashtags can be especially useful for announcing you have a new issue of your member magazine out or for promoting an upcoming conference. Hashtags are also great for allowing non-attendees to follow what\u2019s going on at the event (and to comment on what\u2019s happening at the event). Just insert the hashtag in front of the conference or event name before you tweet. Many times, associations establish and promote use of an event-specific hashtag before their events.<\/p>\n

\"Kelly<\/a><\/p>\n

Donovan said if you want to follow an event, first look to the association\u2019s website or event materials to find their Twitter name and any agreed-upon hashtags. If you can\u2019t find that information through the association, try searching for the name of the event in the Twitter search engine. For example, searching for CalSAE\u2019s recent Elevate conference turns up plenty of tweets with “#CalSAE2012,” the event\u2019s designated hashtag, appended to them.<\/p>\n

Do people use mobile devices to tweet during shows or events?<\/span><\/p>\n

If at an event, people will probably be using a mobile device rather than their laptops, said Donovan. However, at their offices they\u2019re probably using TweetDeck, Hootsuite or another third-party dashboard.<\/p>\n

These dashboard tools are powerful tools for listening and monitoring activity, \"\"but they can also take up a great deal of time and be a distraction, noted Naylor\u2019s Vice President of Association Relations Charles Popper [@charlespopper<\/a>]. He advised having a small number of meaningful success metrics to follow in order to keep your time investment in check.<\/p>\n

 <\/p>\n

Better for talking or for listening? <\/span><\/p>\n

Donovan agreed that Twitter is a great tool for associations that want to learn more about what their members are talking and concerned about. Popper stressed that when using Twitter properly, you will start seeing who the influencers are in your industry.<\/p>\n

Can you delete a tweet?<\/span><\/p>\n

Yes, you can, said Donovan, but only the person who sent the tweet can actually delete it. Hover your mouse over the tweet you want to trash, and a “Delete” link will appear.<\/p>\n

Thought leadership<\/span><\/p>\n

Editors of association magazines should take the lead on tweeting on behalf of magazine, said Popper. If you\u2019re going to mention someone in any of your media, it\u2019s possible (and a show of goodwill) to include that person\u2019s Twitter handle in your posts. Type the “@” symbol immediately followed by their Twitter name, and Twitter will hyperlink their name in your tweet. When that person next logs into Twitter, they\u2019ll receive a notification that you mentioned them.<\/p>\n\n\n\n
Have a comment about this article? Email us!<\/a><\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

 <\/p>\n

Can you add short commentary to someone else\u2019s tweets before sharing them?<\/span><\/p>\n

You used to be able to add your own commentary before retweeting, said Donovan, but now Twitter will not let individuals modify a retweet produced by clicking the “retweet” button. However, you can do a workaround by cutting and pasting the tweet you liked into your own tweet text box on your home or profile page, then inserting your own comments. To let others know you are forwarding someone else\u2019s content, type “RT” in front of your tweet, said Donovan.<\/p>\n

Can you modify someone else\u2019s tweet?<\/span><\/p>\n

Modifying a tweet means you retweet someone\u2019s content but slightly alter the original text to make it shorter, to correct any typos or to otherwise make your point. As with the RT sign described above, type the letters “MT” for “modified retweet” just before the original content.<\/p>\n

Twitter vs. traditional media<\/span><\/p>\n

It\u2019s not a matter of either\/or, said Donovan, it\u2019s a matter of when. Many people, especially younger people turn to Twitter first to learn about breaking news, then tune into CNN, radio or other traditional media to get more in-depth coverage and analysis.<\/p>\n

“Twittequette”<\/span><\/p>\n

Besides using “RT” and “MT” markers to acknowledge fellow Tweeters, there are a few basic Twitter etiquette rules association professionals should follow. Unlike Facebook and LinkedIn, in which you can screen who\u2019s following you, Twitter allows you to follow prospects you just met or admire, but don\u2019t know well. It is possible to “protect” your tweets and only allow people you approve as followers to see what you write, but Twitter culture is based on openness and transparency, and protecting tweets is generally frowned upon.<\/p>\n

\"\"When building your profile page for professional purposes, make sure you have a professional photo of yourself, not your generic company or association logo, and certainly not the default Twitter “egg” advised Naylor Marketing Manager Dana Plotke (@danaplot<\/a>). If tweeting under the association or communication brand, include a headshot and the name(s) of the people who are managing the account.<\/p>\n

Insert a website that represents your company, or if you don\u2019t mind mixing your professional and personal lives, one that represents one of your hobbies or interests. However, remember to keep it clean.<\/p>\n

Public vs. private messages<\/span><\/p>\n

Most tweets are open access public view, said Donovan, but the “direct message” feature allows you to send a private message to one of your followers.<\/p>\n

Tweeting to just some followers<\/span><\/p>\n

According to Donovan, you can target your tweets to selected followers by creating groups, such as “business” and “personal,” or perhaps “members” and “vendors.”<\/p>\n

Social tools for F2F networking<\/span><\/p>\n

\"Jill“Twitter is also a great tool for reaching out to sales, sponsorship and membership prospects you haven\u2019t talked with in awhile,” said Naylor Publisher Jill Andreu [@jkandreu<\/a>]. “You can call a prospect and open the conversation by saying, \u2018I just saw a great tweet from you.\u2019 It gives you a great excuse to call.”<\/p>\n

More and more association members are organizing Tweetups to meet members with common interests when heading out to a conference, said Plotke. A Tweetup is a get-together where Twitter enthusiasts can meet in person and see the faces behind the Twitter handles with which they converse.<\/p>\n

If you\u2019re still skeptical about Twitter\u2019s impact on the association world, start paying attention to the number of name badges that have people\u2019s twitter handle included, said Donovan.<\/p>\n

Twitter is still a work in progress, but with more best practices being perfected, it\u2019s becoming a powerful tool to have in your member communications arsenal.<\/p>\n

Follow Kelly, Dana and the rest of the Naylor team on Twitter: @NaylorLLC<\/a>. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

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