Twitter Power 3.0How to Dominate Your Market One Tweet at a Time
Tweet your company to the top of the market with a tailored approach to Twitter Twitter Power 3.0 is the newly updated guide that shows smart businesses and entrepreneurs how to use Twitter to their advantage. This book is the best business leader's guide to Twitter, with the most up to date information on trends in social media, branding, and competitive research. Readers will learn that viral content doesn't happen by accident, why videos and photos are crucial to engagement, and how to measure the success of a Twitter strategy using specific and accurate metrics. This new edition contains brand new case studies, user profiles, features, and images, helping readers create a stronger overall Twitter strategy whether they're already engaged or just wondering if Twitter's important for their business future. Tip: it most definitely is important! Twitter has grown up. It's now a public company, worth over $30 billion, and it means business. Twitter has changed over time, but remains a crucial tool for business branding and a key place to engage with customers and build long-term client relationships. This book demonstrates how Twitter can play an important role in business growth, 140 characters at a time. Understand how Twitter differs from other social media platforms Build a savvy Twitter strategy as part of a broader social media plan Create viral content that effortlessly spreads your message and gains you huge numbers of followers Learn which metrics matter, and how to measure and track them Firms need to understand how Twitter is a vital element in any social media marketing, and craft strategies specific to each. Twitter Power 3.0 is the complete guide to Twitter for business, with the latest information, proven techniques, and expert advice.
Foreword by Guy Kawasaki xi Introduction xiii Chapter 1: An Introduction to the Social Media Landscape 1 What Exactly Is Social Media? 2 Social Media Really Is a Big Deal 5 The Different Types of Social Media Sites—Content to Suit Every Market 8 A Closer Look at Microblogging 13 Introducing . . . Twitter! 15 Chapter 2: Why Is Twitter So Powerful? 19 Twitter and Its Successes 19 The Power of Twitter’s Immediate Feedback 21 Instant Access to Smart People 24/7 23 Chapter 3: Getting Started the Right Way on Twitter 25 Signing Up—Does Twitter Have the Web’s Most Friendly Registration Page? 25 Who’s on Twitter? Your First Followers! 30 Create an Inviting Twitter Profile 33 Building Out Your Profile 44 Checking Out Security and Privacy 55 Notifications to Notice 57 Tweeting with Your Mobile Phone 59 A Winning Social Media Philosophy 60 Sending Your Very First Tweet 63 Becoming a Follower 64 A Word about Security 64 Chapter 4: Twitter Setup and Design 67 Twitter Name 67 Twitter Setup 69 The Twitter Profile Photo 72 Twitter Interface Basics 75 Twitter Graphics 79 Now . . . What about TweetPages? 84 Chapter 5: Building a Following on Twitter 85 Quantity or Quality: Choosing the Type of Following You Want 87 Quality: How to Be Intentional about Creating Your Own Network of Experts 90 Quantity: Seven Killer Strategies to Reaching Critical Mass on Twitter 98 Klout and Page Rank 112 Chapter 6: The Art of the Tweet 115 Tweet Etiquette 116 The Benefits of Following before Tweeting 124 How to Join a Conversation 125 How to Be Interesting on Twitter 128 How to Drive Behavior 148 Chapter 7: The Magic of Connecting with Customers on Twitter 151 Identifying Problems and Soliciting Feedback 152 Discovering Your Top Fans, Promoters, and Evangelists 155 Your Personal Help Desk 160 Chapter 8: Leveraging Twitter for Team Communication 167 Twitter for Virtual Team Leaders 168 Creating a Twitter Account for a Virtual Team 170 Building a Team with Twitter 171 Chapter 9: Using Twitter to Help Build Your Brand 177 Create a Story 179 Portraying Your Brand with Your Profile 181 Tweet Style—What to Say When You’re Building a Brand and How to Say It 184 Reinforce the Core Message 195 Repetition, Repetition, Repetition 198 Writing the Tweets 199 Win Retweets 200 Create Hashtags and Run Hashtag Chats 201 Chapter 10: Leveraging Twitter to Drive Follower Behavior 205 Driving Followers to a Website 206 Promoting a Blog on Twitter 206 Twitter as a Resource for Post Ideas 211 Driving Followers to the Mall 213 Can You Put Affiliate Links on Twitter? 216 Driving Followers to Register 217 Tracking Results and Testing Strategies 219 Tracking Multiple Tweets 223 Making the Most of Twitter’s Trends 227 Chapter 11: How to Make Money on Twitter 231 Earn with Advertising on Twitter 232 Barter, Buy, and Sell Your Way to Profit 236 Chapter 12: Beyond Twitter.com: Third-Party Tools You Will Want to Know About 239 SocialOomph 239 Twitterrific 241 Twhirl 242 Twitterfeed 243 Trendistic 243 Twellow 244 TweetBeep 245 TwitterCounter 246 TweetDeck 247 TwitThis 248 TweetAways 249 Hootsuite 249 Directory of Recommended Twitter Members to Follow 251 Index 257
JOEL COMM is the New York Times bestselling author of The AdSense Code and nine other books. As a leading New Media Marketing Strategist and keynote peaker, Joel has consulted, partnered with, or trained companies including Microsoft, IBM, Starz Entertainment, Hubspot and others. A serial entrepreneur on the web since 1995, Joel has sold a site to Yahoo!, created a #1 bestselling iPhone application, and produced the world's first competitive Internet reality show. Learn more about Joel at www.JoelComm.com Dave Taylor has been helping invent the Internet for over thirty years, has launched four Internet startups, written 22 books, and is an award-winning speaker and event host. He has a degree in Computer Science, an MBA and a Masters in Education, during which time he created the award-winning Purdue Online Writing Lab. You can find Dave writing about tech and business at AskDaveTaylor.com, sharing his parenting adventure at GoFatherhood.com and on every major social network when he's not busy with his real job of single dad to his three children, 18, 14 and 11. Dave lives in Boulder, Colorado and can be found on Twitter as @DaveTaylor.
PRAISE FOR twitter power 3.0 "Joel and Dave have written a fantastic 3rd edition that every business owner should read if they want to harness the power of this social media giant to engage with others and grow their business." —Robert Scoble, Startup Liaison Officer for Rackspace, @Scobleizer "Twitter is a secret gate-jumping tool that allows me to connect with people for my business and for success, and this book is every bit as important as it has been since the first edition." —Chris Brogan, CEO, Owner Media Group, author of The Freaks Shall Inherit the Earth @chrisbrogan "Twitter has helped build my business and my career. But it's as inscrutable and confusing as Lindsay Lohan's life choices. You need a guide to do it right, and Twitter Power is like the instruction manual for Twitter success." —Jay Baer, New York Times bestselling author of Youtility, @jaybaer "Read this book from cover to cover and apply Joel and Dave's teachings—then watch your online audience, your influence, and your business all grow exponentially!" —Mari Smith, social media thought leader, top Facebook marketing expert, author, The New Relationship Marketing, and Coauthor Facebook Marketing: An Hour A Day @marismith