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Lee: Building a Twitter strategy

By Kevin Lee, CEO,

Kevin Lee

Your company is on Twitter, the platform is incorporated into your marketing campaign plans, and you are ready to start tweeting. However, your old marketing metrics won't disappear—and there are some new ones to consider, like virality and velocity.

These metrics will tell you more about the success of your Twitter strategy than any others. Try to achieve the highest possible velocity and virality with each tweet, and use a social media management tool to analyze how your tweets are performing on these metrics.

Authenticity, influencer relationships, content curation and content planning contribute most to the virality and velocity of your tweets. The most powerful difference between social and other forms of media is authenticity. Begin by establishing a consistent, personal brand voice to use in broadcasting and engaging.

Celebrities and other influencers can give you access to a broad and relevant audience. If your brand already works with an influencer, ask them to mention you on Twitter or use a hashtag. If you don’t have existing influencer relationships, work influencers into your outreach plan.

The world doesn’t revolve around you. Use content curation to deliver relevant stories from your industry to your followers. Curate well, and your followers will share those tweets, giving you exposure. Make a content calendar that gets you a few weeks ahead of your messaging. This will give you time to align the assets of your tweets and put your best foot forward.

I see poor response-ratios, broadcasting, and scheduling every day. We’ve all spoken with people who are not interested in what we are saying, but we seem to forget these experiences in social media. Use Twitter to listen to what the people who are listening to you have to say, and then answer those people back. Even if it is a simple “thank you” or “sorry,” something is almost always better than nothing.

In addition to conversations, Twitter gives you the ability to release information about your brand. But if you only use your account as a company newsletter, the only people who are going to subscribe are employees. Vary broadcasting with responses and curated content.

Scheduling can take the stress off social media managers, because they can’t always stop what they are doing to tweet. But too often, scheduled tweets come off as inauthentic and are not as relevant as possible. The worst possible example is a brand that tweets about a 20% off sale, as the country mourns an immediate disaster or tragedy.

When determining what does and does not work on Twitter, the single most effective strategy is to try new things and analyze performance. An effective Twitter strategy takes into account your community. Take the time to understand, engage and cultivate your community to gain maximum virality and velocity.

Kevin Lee, CEO, has pioneered the technology of cause marketing, social media and search engine marketing tools since 1995. His vision for, a site that already helps generate millions in micro-donations, is to become a nonprofit cause-marketing communication platform meeting the marketing objectives for nonprofits and sponsors. Contact him @kevin_lee_QED

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