Twitter

Content
Strategy
Playbook
How to build your
brand on Twitter

1
What’s Covered
This resource provides high level guidance
on how to build an effective Twitter
content strategy.

Overview 3
• #WhyTwitter

Chapter 1: Getting Started

• Determine your strategy 8
• Determine your positioning 9
• Setting your profile strategy 10
• Determine your voice 12

Chapter 2: What to Tweet

• Setting your Content Strategy 19
• Mapping relevant moments 23
• Planning for cultural moments 28
• Make a content calendar 29

Chapter 3: How to Tweet

• Tweet Copy Best Practices 31
• Strong CTA Best Practices 34
• Hashtag Best Practices 35
• Video Best Practices 36
• Twitter Content Solutions 38

Chapter 4: Bring It All Together

• Crystalize your strategy 40
• Determine your handle strategy 42

Chapter 5: Managing Your Presence

• Customer Service #ProTips 44
• Crisis Comms #ProTips 45
• Executive Presence #ProTips 46
OVERVIEW

#WhyTwitter
Why do people come to
Twitter?
Twitter is all about the people and the
conversations that they have.

Tweet

Twitter has an
Catherine Sellars
influential audience @socialcatherine

that comes to: I was asked for a doodle to

illustrate the difference between
Facebook & Twitter. Your wish is
my command #infographic

1. See What’s
Happening
2. Follow Their
Interests
3. Join the
Conversations

Tweet your reply

3
OVERVIEW

#WhyTwitter
Why is Twitter unique?
The people on Twitter Brian Krassentein
@Krassentein
shape culture because:
BREAKING: More Incredible video from
today’s #earthquake in Anchorage, Alaska.

01 Twitter is real time

The news doesn’t wait for 6pm

Adil
@unoscribacchino

This is Italy. #BlackLivesMatter

Twitter is open
Communities no longer have 02
borders

Stephen Curry
@StephenCurry30

Appreciate you helping us get better Riley!

We got you. #MoreToCome

03 Twitter is public
Everyone’s voice can be heard

4
OVERVIEW

#WhyTwitter
Why do brands come to
Twitter?
Twitter connects brands with the most valuable
audiences, when they’re most receptive.

79%
OF PEOPLE ON TWITTER
Valuable
Audiences
=
Influence,
Receptivity
& Results
FOLLOW BRANDS

Leverage Twitter to:

Reach an influential audience
2/3 of Twitter users influence purchases of friends
and family

Reach a receptive audience

Twitter users are 53% more likely to be the first to buy
new products vs online population

$
Drive business results
$3.36 is the average global ROI across 4 MMM studies

5
Where does Twitter
fit into your brand’s
social strategy?

Chapter 1 Bring your brand purpose to life with a strong

identity and voice. Implement a strong profile strategy
to communicate that purpose to your customers.

Chapter 2 Effectively reach brand goals and connect with what’s

happening through authentic, timely and relevant
content strategy.

Chapter 3 Communicate your brand story and reach campaign

goals with simple copy and feed-stopping creative.

Chapter 4 Bring it all together with a clear and consistent

presence across any of your managed channels.

Chapter 5 Manage Your Presence with #ProTips for miscellaneous

situations.

6
CHAPTER ONE

Getting Started
• Determine your strategy
• Determine your positioning
• Determine your voice
• Setting your profile strategy
CHAPTER ONE: GETTING STARTED

Getting Started
Determine your strategy
for Twitter
Start by revisiting the building blocks of
your brand.

Every brand has a higher order for existing. Surfacing

something like the below gives you the core
components of a strong Twitter strategy.

Let’s Start Here:

Why does the Your Brand
Purpose
brand exist?
What is our unique angle?
How will we bring it to life Your Twitter Positioning
through content?

What themes of content

will help you convey your Content Content Content
Pillar A Pillar B Pillar C
purpose and positioning?

How will we effectively

communicate with our Tactics & Tactics & Tactics &
audience using these Campaigns Campaigns Campaigns
themes?

8
CHAPTER ONE: GETTING STARTED

Getting Started
Determine your
positioning for Twitter
Once you know your purpose, use it to establish
your positioning for Twitter. How do you want it
to come to life?
Brand positioning is often summarized in the bio.

Brand Purpose Twitter Positioning

Nike: “To bring inspiration and Bio: Just do it.
innovation to every athlete in
the world. If you have a body,
you are an athlete.”

Pop Tarts: “[Celebrate] the Bio: This is the official

filling, frosting, and sprinkles account of Pop-Tarts and it’s a
that dazzle our taste buds and very serious matter
make us dance with delight.”

Wendy’s: Creating Joy & Bio: We like our Tweets the

Opportunity Through Food, same way we like to make
Family, & Community.” hamburgers: better than
anyone expects from a fast
food joint.

Under Armour: Empower Bio: #WillMakesUsFamily

Athletes Everywhere #WEWILL

9
CHAPTER ONE: GETTING STARTED

Getting Started
Setting your Twitter
profile strategy
Your profile shows the world who you are, and
first impressions count. Each element should
showcase your brand purpose and accurately
reflect your voice.

01
Your Twitter @name
Your @name is your
unique identifier on
Twitter. It can contain
up to 15 characters
and should help
people easily find your
business.
02
Your profile photo
Choose a profile photo
that visually
represents your brand.
Remember, it’s the
icon people see every
time you post.
04
Your header image
Consider this your
billboard. You can use
event photos, feature
products, use a graphic,
etc. #ProTip: Swap this
image periodically to
keep things fresh.

Source: Twitter for Business, Create a Twitter Business Profile

10
CHAPTER ONE: GETTING STARTED

Getting Started
Setting your Twitter
profile strategy
03 Your Twitter bio
Your Bio is a 160 character description of who you are and why you’re
on Twitter.

01 Express your brand & your

values

02 Promote your brand

campaign

03 Tell your followers what to

expect from following your
brand

A Strong Bio Helps Solidify Your Mission

Following Following Following

Goose Island Beer Co. Casper Arby’s

@GooseIsland @Casper @Arbys

Since 1988 Goose Island has innovated what beer can Changing the way the world sleeps. We Have The Tweets
be. Follow us to see What's Next.
Casper.com/help Joined November 2013 Casper.com/help Joined June 2010
gooseisland.com Joined February 2012
672 Following 109.7K Followers 69.1K Following 845.4K Followers
1,135 Following 82.7K Followers

Brand history & Clearly states brand Humor that ties back to
instructive
Goose messaging.
Island Beer Co. mission.
Casper Mattress brand
Arby’smessage.

“ Since 1988 Goose Island has

innovated what beer can be.
Follow us to see What's Next.
“ Changing the way the
world sleeps. “
We Have The Tweets

Source: Twitter for Business, Create a Twitter Business Profile

11
CHAPTER ONE: GETTING STARTED

Getting Started
Determine your brand
identity and voice
Once you’ve solidified your brand purpose and
positioning, turn it into a voice.

“ Voice is the most critical aspect of

defining your brand identity because
it serves as a framework for your
social content.
Stephanie Purinto, Ignite Social Media

Why is Brand Voice Important?

It allows you to:
Pro Tip
01 Speak seamlessly
You can have
02 Talk like a human different voices to
talk about different
03 Connect with culture brand priorities.
04 Join conversations

12
CHAPTER ONE: GETTING STARTED

Getting Started
Determine your brand
identity and voice

Examples of brands who have turned their

purpose into a strong voice.

Brand Purpose Twitter Voice

Nike: “To bring inspiration and Inspirational & motivational
innovation to every athlete in friend
the world. If you have a body,
you are an athlete.”

Pop Tarts: “[Celebrate] the Like-able & cool teen—who

filling, frosting, and sprinkles makes their own breakfast
that dazzle our taste buds and
make us dance with delight.”

Wendy’s: Creating Joy & Fresh takes on food and

Opportunity Through Food, community
Family, & Community.”

Under Armour: Empower Community oriented and

Athletes Everywhere fan-fueled

13
CHAPTER ONE: GETTING STARTED

Getting Started
Determine your brand
identity and voice
Use your Twitter Positioning to craft an
authentic voice.
Then, let your voice guide all of the content that you create.

To find your voice, first:

01 Understand Your Brand On Twitter, people are
• What is your purpose? more likely to be loyal to
brands they love
• What is your vision?

50%
• What is your mission?
• What are your values?

02 Understand Your Audience

OF TWITTER USA USERS ARE
• Who are they?
INTERESTED IN BRANDS LOYAL
• What do they talk about? PROGRAMS
• What are they interested in?
• Who else do they follow?

The best brands on Twitter:

Have a POV Connect with Make friends

culture

Source: Kantar News, Discovery & Influence on Twitter ; December 2017 ; USA ; 787
Monthly Twitter USA users & 1503 Online USA population 14
CHAPTER ONE: GETTING STARTED

Getting Started
Determine your brand
identity and voice
Brand Voice: Best In Class Examples

Tweet

Airbnb Bio Airbnb

@Airbnb is the world’s largest
community driven hospitality company,
offering unique homes and experiences
that let travelers belong anywhere.
@Airbnb
“Acceptance is when someone
knows I’m different, but treats
me the same.”
Join us: airbnb.com/weaccept

Airbnb Brand #weaccept

To be a trusted community
marketplace for people to list, discover
and book unique accommodations
around the world.

Have a POV
@Airbnb is built on
trust. Their POV is to
encourage people Tweet your reply

to believe in the
wonder of mankind.

15
CHAPTER ONE: GETTING STARTED

Getting Started
Determine your brand
identity and voice
Brand Voice: Best In Class Examples

Nike Bio
Just Do It.

Nike Brand
Purpose
To bring inspiration and innovation to
every athlete in the world. If you have
a body, you are an athlete.

Connect
with Culture
Nike connects
with culture by
motivating their
audience during
key tentpoles for
their brand.

16
CHAPTER ONE: GETTING STARTED

Getting Started
Determine your brand
identity and voice
Brand Voice: Best In Class Examples

Tweet

Delta Bio Delta

Official account of Delta Air Lines. We’re
listening around the clock, 7 days a
week. For a formal response please
visit www.delta.com/talktous
@Delta
Strong female leads run the world.
Vote for your favourite and the winner
will be featured on Delta Studio this
March!

Delta Brand
To connect people all over the world
to each other.

Wonder Woman 31%

Hidden Figures 39%

Make Friends
Hunger Games Mockingjay 1 15%

The Devil Wears Prada 15%

235,883 votes • Final Results

@Delta is the
travel buddy
committed to Tweet your reply

making sure you

love the trip.

17
CHAPTER TWO

What to Tweet
• Setting your Content Strategy
• Mapping relevant moments
• Operationalize realtime
• Make a content calendar
CHAPTER TWO: WHAT TO TWEET

What to Tweet:
Setting your content
strategy
Now that you’ve established your presence,
think content.

A smart content strategy helps protect your feed from

content that doesn’t bring your positioning to life.

Remember the house that we built to establish your

positioning? Use it to ensure your content ladders
up to you purpose.

Your Brand
At this point, your Purpose
Brand Purpose is Why does your brand exist? This sits on top of
everything you do.
established

Your Twitter Positioning

You’ve also written Why is your brand on Twitter? This will fuel
your bio and your voice.
your bio

Content Content Content

Pillar A Pillar B Pillar C
What are the themes What type of What type of What type of
you’ll talk about? content supports
your purpose?
content supports
your purpose?
content supports
your purpose?

Tactics & Tactics & Tactics &

Campaigns Campaigns Campaigns
And how will you talk What topics are What topics are What topics are
about them? in line with your
positioning?
in line with your
positioning?
in line with your
positioning?

19
CHAPTER TWO: WHAT TO TWEET

What to Tweet:
Setting your content
strategy
How do you know what to Tweet about?

Create content pillars:

Content Pillars are key in guiding marketers to plan and create
relevant content.

Consider creating content pillars based on

your brand priorities. These are Vans’:
Vans lifestyle
Entertainment

Product fandom

20
CHAPTER TWO: WHAT TO TWEET

What to Tweet:
Setting your content
strategy
How do you know what to Tweet about?

After you create content pillars that map up to your business

objectives, create Tweets that help bring them to life.

The best Tweets are those that have

overlap between:

Use these points of

overlap to create
smart Tweets

Consumer
AFFINITIES

Brand Culture
PRIORITIES CONVERSATIONS

21
CHAPTER TWO: WHAT TO TWEET

What to Tweet:
Setting your content
strategy
Smart Tweets: Best In Class Example

Tweet
Wendy’s Starts
With Their Business
Wendy’s
@Wendys
Priorities

Sweet, savoury, chicken maply 1. Promote Menu Launches

goodness. The Bacon Maple
Chicken Sandwich.
2. Drive People Into
Restaurants

Sample Content Pillar:

Culturally Relevant Launches
Is it a smart Tweet?

Business Priority
Launch New Menu Item: Bacon Maple
Chicken Sandwich

Consumer Affinities
Crave-able food
Tweet your reply
Fan favorite menu items

Culture Conversations
National Maple Syrup Day

22
CHAPTER TWO: WHAT TO TWEET

What to Tweet:
Mapping relevant
moments

The difference with

content on Twitter is that 42%
you can use relevance to AVERAGE LIFT IN TIME SPENT
ON ADS WHEN CREATIVE
make connections with MESSAGING IS ALIGNED TO
WHAT’S HAPPENING ON
your audience. TWITTER

Overlap what your audience cares about with

what your brand cares about to map out the
moments you want to talk about:

Brand Personal Cultural

Moments Moments Moments
Product launches, Consumer lifestyle Holidays, Award
Live events (work, hobbies) Shows, Seasonal

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CHAPTER TWO: WHAT TO TWEET

What to Tweet:
Mapping relevant
moments
How do you launch the ‘Brand Moments’ that your
audience will care about?

Launch campaigns on Twitter generate a +45% increase in

sustained awareness

Launch brand campaigns by following a

simple formula

Tease Launch Sustain

Source: Nielsen Brand Effect, US Only, Sept 2015 - Aug 2017, Product Launch campaigns, n=87 studies.
Percentages refer to % uplifts (not deltas or percentage point difference)

24
CHAPTER TWO: WHAT TO TWEET

What to Tweet:
Mapping relevant
moments
Brand Moments: Example
Tease Launch Sustain

Heart To Twitter Live Live Stream

Remind Stream Video Recap
Prior to launch, Apple Apple gave Twitter Immediately after the
asked users to heart users real time, front live stream a short
their Tweet to receive row seats to the reveal video recap was
an auto reminder on released
launch day

25
CHAPTER TWO: WHAT TO TWEET

What to Tweet:
Mapping relevant
moments
How do you find the ‘Personal Moments’ that are
important to your audience?

#StartWithThem: Each Tweet from your audience is a signal of intent or

interest savvy marketers can tap into

Personal Moments: Glossie

@glossie

Beauty Example Skincare resolutions for

the week

630K
TWEETS DISCUSSING
morga
@morganemily

BEAUTY PER DAY IN THE US

Exfoliate more than once
lol

Audience Insight:
The beauty audience comes to Abi
@Abi_Sanchez1
Twitter to discover new
products, get recommendations Moisturise moisturize
moisturize!
from friends and share their
own routines.

26
CHAPTER TWO: WHAT TO TWEET

What to Tweet:
Mapping relevant
moments
How do you talk about the ‘Cultural Moments’
that are important to your audience?

When something happens in

the world, it happens on Twitter.
Connect with What’s Happening: Identify the moments in culture
that your audience cares about + that your brand has an authentic
way to talk about.

Cultural Moments can

be a lot of things:

• Super Bowl

• Pride Month

• National Maple
Syrup Day

27
CHAPTER TWO: WHAT TO TWEET

What to Tweet:
Plan for Cultural Moments
After you’ve mapped out the moments that
matter to you, plan for them.
Prepare for cultural moments with contextually relevant
content in order to break through.

How to prepare:

Planned Anticipated Reactive

What you know What could The unexpected
will happen happen will happen

Sample question Sample question Sample question

to ask yourself: to ask yourself: to ask yourself:
Will the World Cup Could one of two Is this a moment that
happen? teams win the World makes sense for our
Cup? brand to talk about?

How to plan: How to plan: How to plan:

Pre-produce assets Create A/B assets and Create templates for
and publish when the publish one according responses that are
moment unfolds to feel to the outcome flexible but keep the
real-time brand message front
and center

28
CHAPTER TWO: WHAT TO TWEET

What to Tweet:
Make a content calendar
Weave your content pillars, relevant moments
and always on strategy into a cohesive content
calendar.
By mapping out your expected plans in advance, you can effectively create
content and realtime strategies against key activation periods.

Sample content calendar:

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Cultural
Moments

Brand
Campaigns
(Against Pillars)

Conversation
Evergreen
Messaging:
Personal
Moments
1:1 Consumer
Response

29
CHAPTER THREE

How to Tweet
• Tweet Copy Best Practices
• Video Best Practices
• Twitter Content Solutions

30
CHAPTER THREE: HOW TO TWEET

How To Tweet
Copy Matters
Communicate your brand purpose,
positioning and content pillars in the most
effective way— through smart Tweet copy.

Twitter is different because

copy matters.

90%
OF PEOPLE READ THE
COPY ON TWITTER

55%
OF PEOPLE READ THE
COPY ON FACEBOOK

61%
OF PEOPLE READ THE
COPY ON INSTAGRAM

How we know: “Why Twitter”

Competitive Research, Kantar Millward
Brown, 2017

31
CHAPTER THREE: HOW TO TWEET

How To Tweet
Copy Best Practices
How to craft Tweets with
strong copy

Follow a Tweet
Simple Formula Your Brand
@YourBrand
What Do You Want
Consumers To Think? Active Statement

What Do You Want CTA or Hashtag

Them To Do?

How Do You Want Image or Video

Them To Feel?

Tailor the Tweet simple formula to

meet your KPIs:

What Do You Want What Do You Want How Do You Want

Consumers To Think?
Slide 33: Follow Twitter
copy best practices
Them To Do? Them To Feel
Slide 34: Have a strong CTA Slide 36: Optimal Creative
Slide 35: Have a strong
hashtag

32
CHAPTER THREE: HOW TO TWEET

What you want them to

think: Active Statement
What do you want consumers
to think?

Tweet copy best Tweet

practices
Lyft
@Lyft
Keep It Brief
The more we ride, the more we
Even though Twitter now allows Tweets with up
to 280 characters, brevity is still king for brands. raise on #GivingTuesday.
#RoundUpAndDonate
Focus Your Message
We know you have a lot to say - but don't boil
the ocean in one Tweet. Try to keep Tweet copy
as simple and focused on serving one purpose.

Connect Copy + Content

Copy and content go hand-in-hand. Make a
clear connection between the video or image,
and the accompanying copy.

Incorporate Hashtags
Hashtags are more than a tagging device,
they're a way to drive conversation, harness
consumer loyalty and gain attention.

Tweet your reply

33
CHAPTER THREE: HOW TO TWEET

What do you want them

to do: CTA
What do you want consumers to do?
Have a strong CTA
The best brands on Twitter create content that delivers
against business objectives across the funnel.

Sample KPIs with Sample Tweet Copy

Awareness Consideration Purchase Brand Loyalty

34
CHAPTER THREE: HOW TO TWEET

What do you want them to

do: Hashtag
What do you want consumers to do?
Have a strong hashtag strategy
Use hashtags effectively to join the conversation or
create your own buzz

Do Don’t

01 Make it easy to remember 01 Over-hashtag your content

(and spell) (1-2 per Tweet max)

02 Be realistic about what users 02 Expect your brand slogan to

will gravitate to translate to a hashtag

03 Research how it’s being 03 Expect users to hashtag

used already without a reason

04 Reward users for interacting 04 Neglect consumers of

with your hashtag education on how to use it

05 Use your VITs to drive 05 Use all CAPS LOCK, unless

awareness and integrate it’s an acronym
across all channels

35
CHAPTER THREE: HOW TO TWEET

How you want them to

feel: image or video
How do you want consumers to feel?
Optimal creative drives success on
Twitter

+13pp 3x
INCREASE IN PURCHASE INTENT INCREASE IN COMPLETION
FOR TWITTER-OPTIMIZED CREATIVE RATES FOR :15 ADS VS :30 ADS

What is optimal
creative?

1. Short & Laser Focused

2. Prominent Branding

3. Strong Visuals

4. Short Copy to Drive

Conversation

36
CHAPTER THREE: HOW TO TWEET

How do you want them to

feel: video
How do you want consumers to feel?
What is optimal video length? Short
and sweet.

:15
OR LESS ARE MOST
:06
VIDEO ADS LEAD TO THE
MEMORABLE HIGHEST BRAND AFFINITY

In Stream Promoted Video

Recommendation: Recommendation:
:06 sec :15 sec or less

37
 Borrow an authentic
voice to help tell your
CHAPTER THREE: HOW TO TWEET story

How To Tweet
If you need assets,
we can help
Leverage Twitter’s video solutions to get
to Optimal Creative

Audience first content designed for the Twitter feed

Editors Artists Influencers

Optimize existing Develop professionally Borrow an authentic
assets to maximize produced feed-stopping voice to help tell your
effectiveness visual content story

Created by the Brand Edited by Twitter

38
CHAPTER FOUR

Bring it all
Together
• Crystalize your strategy
• Determine your handle strategy

39
CHAPTER FOUR: BRING IT ALL TOGETHER

Managing your presence

Crystalize your strategy
internally and externally
#Worksheet
How can you ensure only the best content goes live on your channels?
Align all internal parties on what the purpose of your Twitter handle is.
Make it clear, put it everywhere.

Our Twitter positioning is:

•

Our brand voice is:

•

This channel is for:

•
•
•

This channel is not for:

•
•
•

40
CHAPTER FOUR: BRING IT ALL TOGETHER

Managing your presence

Crystalize your strategy
internally and externally
#Examples
How can you ensure only the best content goes live on your channels?
Align all internal parties on what the purpose of your Twitter handle is.
Make it clear, put it everywhere.

Our Twitter positioning is:

• The loyal & understanding friend

Our brand voice is:

• Calm, soothing, friendly

This channel is for:

• Product launches
• Sponsorships
• Planned cultural moments

This channel is not for:

• PR & News
• Employee Comms
• Customer Service

41
CHAPTER FOUR: BRING IT ALL TOGETHER

Getting Started
Determine your handle
strategy
How many handles do you need to convey
your strategy?

There’s no “golden rule” for how many handles you should have. What’s
most important is that you have a strong foundation, or positioning, for
each one before creating it.

You could possibly have

separate handles for:

1. Customer Service
2. News & PR
3. Different Country
Profiles
4. Different Languages
5. Different Business
Units
6. Niche Audiences
7. Your CEO

You should not have separate Before creating a new handle,

handles for: ask yourself:

1. Strictly RTing other handles 1. Is each handle providing value?

2. Can each handle relate its mission back

2. One-off events
to your brand purpose?
3. Promotion of different business 3. Do we have time to properly manage
units without a “vision” this new handle?

42
CHAPTER FIVE

Managing Your
Presence
• Customer Service #ProTips
• Crisis Comms #ProTips
• Executive Presence #ProTips

43
CHAPTER FIVE: MANAGING YOUR PRESENCE

Managing your presence

Customer service
#ProTips
The most important part of a customer service
strategy is to plan for it. Before answering, ask
yourself:

Does this warrant a Can I answer this Is this brand safe

public, or private from this handle, or for me to engage
response? should I re-direct? with?

Remember: Your audience Twitter offers a series of

doesn’t know which features which allow you to
handle to Tweet at. provide better support on
those channels:
Make it clear in your bio 1. Display your support hours so people
know when they can expect to hear
where to go for support.
back from you

2. Enable direct messages, so more

If you need to loop in
another team, have an
internal plan to do so
quickly.
You can respond and
direct to another handle
as long as they reply right
away. Don’t make your
audience do the digging.
complex issues or private customer
details can be shared directly with you
3. Turn on the “support” option so
customers immediately see that your
brand’s Twitter account is customer-
service friendly
4. Use “welcome messages” that prompt
people typing a DM on what message
to share
Source: Twitter for Business, 4 tips for providing
effective customer support

44
CHAPTER FIVE: MANAGING YOUR PRESENCE

Managing your presence

Crisis Comms #ProTips
Twitter is an essential tool
for crisis management

Clarify the situation and correct

misinformation
A lack of clarity can cause incorrect
information to spread. Twitter is the
fastest place to quickly and publicly frame
the situation and disseminate the truth.

Advance your brand’s story

through positive messaging
People on Twitter want to hear from you.
In times of crisis, Tweeting can be the best
way to inject your positive messaging into
the conversation.

Engage customers quickly

and directly
People who have friendly customer service
interactions are more likely to recommend
the brand. Engaging customers quickly
mitigates crisis blowback.

6 ways Twitter can protect and strengthen your brand

before, during, and after a crisis:
Give your brand a Activate influential Get personal with
human face 3rd parties customer service

Leverage key Be prepared to

Focus on goodwill
executives respond quickly

45
CHAPTER FIVE: MANAGING YOUR PRESENCE

Managing your presence

Executives on Twitter
#ProTips

78
Your C Suite Can
Drive Thought
%
Leadership and OF PROFESSIONALS WOULD PREFER
TO WORK FOR A COMPANY WHOSE
Impact on Twitter LEADERSHIP IS ACTIVE ON SOCIAL
MEDIA
if it’s done right.

#ProTips for Execs on Twitter

Connect with colleagues, employees, Share a unique point of view on topics
partners and peers important to you

Humanize the brand; be the brand’s Break news and influence the press
conscience
Control the message and shape your
Listen and respond to customers reputation

John Legere
@@JohnLegere

Oh, you thought @tacobell

was the only announcement Brian Chesky
@BChesky
you thought we were going
to make during the
If @Airbnb could launch
#SuperBowl?? We still have
anything in 2017, what would
another one! #getready
it be?

46
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