Twitter Best Practices with Laura Fitton
What is the best way for PR pros and small biz owners to use Twitter and other social media platforms? Laura Fitton, creator of OneForty stopped by during her Twitter for Dummies book tour and gave us the scoop on utilizing twitter’s full potential for your PR agency or small biz:
SA: Where do you think Twitter is going this year? Will it continue to grow? Will it become stagnant?
LF: Twitter will continue to grow! Check out the steep logarithmic curve so far:
SA: What advice do you have for PR pros or small biz owners using social media for their organization?
LF: Here are some great Twitter PR resources compiled by Steve Rubel for PR pros and by Janet Aronica for PR students. You should curate great content that’s useful to your clients but also gets you found in search. Invest your time in helping journalists, bloggers and influencers before you ever ask help from them. Here are a few tools to help you find journalists: Muck Rack (tweets written by journalists), Listorious (a directory of twitter lists) and Expert Tweet (helps you find experts on a given topic on twitter). Seek them out, answer questions they ask, help them find sources or story ideas. It’s old school: BUILD RELATIONSHIPS.
SA: How much time should we spend on social media for our biz?
LF: It’s like any other investment decision – scale it to other priorities and to results. At least 20-30 mins a day I’d say. The great news is that Twitter engagement can be very interstitial. Many use it as a “work break” between tasks or meetings.
SA: How do you find your target audience on Twitter?
LF: Don’t manually search keywords and mentions for an hour a day, use a monitoring tool to save time. Just like your mother said, you find your target by “being yourself.” I get how silly that sounds but it’s true. Focus on being exactly you, and doing what you do best. You want engaged, relevant followers? Post great relevant content that your audience needs. @grasshopper is a good example of this. A lot of what works in social media is about being uniquely you, and even being quite human. More tactically, search places like Listorious and OneForty itself for the topics you want to engage on.
SA: Is there a Dunbar Number for social media? The majority of tweeps, over 95% maintain a network of less than 500 friends. Is it better to have 500 or 5000?
LF: It totally depends on the person or use case. @pistachio follows everyone back so they can all DM, but @ljf follows many fewer. There is way too much anxiety and attention that goes into the raw number of followers. It’s actually a pretty pointless number because it can be cheated and inflated. Find the size that works for you and manage it as best you can. It can be a bit beyond your control sometimes.
SA: Is pitching the media through Twitter ever ok?
LF: ABSOLUTELY if you have a good story for them, not a selfish favor; and you make it easy to act or respond. If you’ve built the relationship first, it becomes quite easy and convenient for both sides. Done right, PR = customer service. Journalists are the “customers” in need of good content. Get them good leads or sources.
The next #prwebchat features Tom Pick of Webbiquity on January 20, at 2 pm EST! Have a question you’d like to ask Tom? Tweet or DM it to me @prweb. Follow in real time, join the conversation, and see previous #prwebchat tweets here. Reminder: The #prwebchat hashtag is always ‘open’ for conversation related to #PR, #smallbiz, #SEO, #marketing and #socialmedia.
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