Contents at a Glance Introduction ................................................................ 1 Part I: The Future of Twitter in Business ........................ 7 Chapter 1: I Tweet, You Tweet, We All Tweet: Twitter and Your Business ...............9 Chapter 2: Getting Started with Twitter .......................................................................19 Part II: Building and Implementing Your Twitter Marketing Road Map ...................................... 39 Chapter 3: Combining New and Old Media Marketing ................................................41 Chapter 4: Planning Your Twitter Marketing Strategy ................................................59 Chapter 5: Being Productive with Your Twitter Marketing Plan ...............................73 Chapter 6: Measuring the Success of Your Marketing Plan .......................................91 Part III: Devising Online Strategies for Twitter Marketing Domination .................................. 121 Chapter 7: Building Your Personal Twitter Tribe ......................................................123 Chapter 8: Leveraging Your Twitter Tribe .................................................................139 Chapter 9: Reaching Your Customers .........................................................................155 Chapter 10: Creating Quality Content on Twitter......................................................175 Part IV: Implementing Twitter Strategies for Offline Marketing Domination ............................. 191 Chapter 11: Promoting to Attract Sales Leads ...........................................................193 Chapter 12: Improving Your Customer Service .........................................................211 Chapter 13: Relating to the Public ...............................................................................229 Chapter 14: BuildingCOPYRIGHTED Thought Leadership on Twitter MATERIAL ..............................................247 Part V: The Part of Tens ........................................... 261 Chapter 15: Ten Do’s on Twitter ..................................................................................263 Chapter 16: Ten Don’ts on Twitter ..............................................................................267 Chapter 17: Ten Thought Leaders on Twitter............................................................273 Chapter 18: Ten Tools for Twitter Productivity ........................................................279 002_9780470930571-ftoc.indd2_9780470930571-ftoc.indd ixix 22/16/11/16/11 55:47:47 PMPM Part VI: Appendixes ................................................. 285 Appendix A: Great Twitter Marketing Ideas in 140 Characters or Less ..................287 Appendix B: The Best Twitter Applications and Support Sites ...............................295 Index ...................................................................... 301 002_9780470930571-ftoc.indd2_9780470930571-ftoc.indd x 22/16/11/16/11 55:47:47 PMPM Table of Contents Introduction ................................................................. 1 About This Book ..............................................................................................1 Foolish Assumptions .......................................................................................2 Conventions Used in This Book .....................................................................3 How This Book Is Organized ..........................................................................3 Part I: The Future of Twitter in Business ............................................3 Part II: Building and Implementing Your Twitter Marketing Roadmap .............................................................4 Part III: Devising Online Strategies for Twitter Marketing Domination .........................................................4 Part IV: Implementing Twitter Strategies for Offl ine Marketing Domination .....................................................4 Part V: The Part of Tens ........................................................................4 Appendixes .............................................................................................5 Icons Used in This Book .................................................................................5 Where to Go from Here ...................................................................................6 Part I: The Future of Twitter in Business ........................ 7 Chapter 1: I Tweet, You Tweet, We All Tweet: Twitter and Your Business. .9 Understanding How Twitter Works .............................................................10 Micro-blogging (tweeting) ..................................................................10 Following others and being followed ................................................11 Sharing with your followers and retweeting ....................................12 Using Twitter in Your Business ...................................................................13 Sharing news and stories ....................................................................14 Empowering your fans ........................................................................15 Customer service .................................................................................15 Finding a fi t for your business ............................................................15 Marketing on Twitter ....................................................................................17 Chapter 2: Getting Started with Twitter. .19 Signing Up with Twitter ................................................................................20 Creating a Twitter account .................................................................20 Using the Find Sources that Interest You features ..........................22 What’s with the Verifi ed Accounts? ..................................................25 002_9780470930571-ftoc.indd2_9780470930571-ftoc.indd xixi 22/16/11/16/11 55:47:47 PMPM xii Twitter Marketing For Dummies, 2nd Edition Writing your 160-character bio and more ........................................26 Adding a picture ...................................................................................27 Completing your additional profi le settings .....................................30 Understanding Twitter Basics .....................................................................30 Compiling and following Twitter lists ...............................................35 Using Listorious to maximize list building .......................................36 Twitter Software You Can Use .....................................................................37 Part II: Building and Implementing Your Twitter Marketing Road Map .......................................39 Chapter 3: Combining New and Old Media Marketing . .41 Applying Old-School Marketing and Principles .........................................42 Working with New Media Tools and Techniques ......................................46 Understanding the potential of social media ...................................47 Keeping your message real .................................................................47 Tweeting to Find Warm Sales Leads ...........................................................48 Searching for potential customers ....................................................49 Turning prospects into warm leads ..................................................51 Sending commercial messages on Twitter .......................................52 Promoted Tweets ..........................................................................................53 What are promoted tweets? ...............................................................53 Positives and negatives of promoted tweets ...................................54 Deciding What to Tweet About ....................................................................56 The fi ve types of tweets ......................................................................57 Tweeting about what you know .........................................................57 Chapter 4: Planning Your Twitter Marketing Strategy . .59 Setting a Destination for Your Marketing Strategy ....................................60 Choosing a target audience ................................................................60 Identifying your unique selling position ...........................................61 Figuring out what your customers value ..........................................63 Implementing Your Plan ...............................................................................64 Crafting your message .........................................................................64 Defi ning the tactics ..............................................................................66 Finalizing your marketing plan ...........................................................71 Chapter 5: Being Productive with Your Twitter Marketing Plan . .73 Creating a Time-Management Strategy for Twitter ...................................73 Avoiding Twitter overload ..................................................................74 Setting aside blocks of time ................................................................76 002_9780470930571-ftoc.indd2_9780470930571-ftoc.indd xiixii 22/16/11/16/11 55:47:47 PMPM Table of Contents xiii Using Third-Party Tools to Be More Productive with Twitter .................77 HootSuite ..............................................................................................77