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Twitter Strategy, Take Two

by Randall Craig on June 7, 2013

Filed in: Blog, Make It Happen Tipsheet, Social Media

Tagged as: ,

Are you one of the millions who remain mystified about Twitter? While I’ve written about this before (Twitter Strategies), I thought it might be worthwhile to boil it down again, but from a different perspective.

Here are five key Twitter activities that might expose a previously hidden opportunity:

  1. Monitor: Professional development, risk mitigation, or keeping tabs on prospective clients (or employers) are great ways to stay in the loop of what’s going on. How: Use a tool such as, and set up streams that track relevant keywords – one per column. Each morning, do a quick scan to review any relevant posts.
  2. Discover: Identifying today’s trends – and seeing tomorrow’s news today – gives you a unique perspective on the world. How: Click on Discover within Twitter to discover trending topics. Many will be irrelevant, but a quick scan can separate the wheat from the chaff. Key question is so what?: Thinking through the relevance (and impact) of those topics for your business is the key to unlocking the value of discovery.
  3. Interact: Discussions with others who have similar interests can have many benefits, including professional development, business development, and personal connection. How: LinkedIn has groups, Facebook has pages, and Twitter has … #hashtags. Here’s how they work:
    • Groups decide on unique hashtags as an identifier for open discussion on a specific  topic
    • Individuals then include that hashtag when tweeting on that topic
    • Individuals set Hootsuite to monitor that hashtag, which then displays the stream of relevant conversation
  4. Share: Passing relevant information – Retweeting – to your followers sends two messages – the tweet itself, and that you are “connected” as an in-the-know source. How: Find a relevant tweet, and click the Retweet button.
  5. Direct Message: This is a private one-to-one message to a specific person, exactly like a (very short) email. How: A DM conversation is possible only when both people follow each other.

The value of what you share on this platform – tweet, retweet, DM, and interact via hashtag – is a direct reflection of your brand online. In this way, Twitter is no different than any other interaction.

This week’s action plan: How are you currently using Twitter? This week, develop more comfort with the channel: choose one “new” activity, and see what happens. You may just make an important discovery: a better return on your time investment.

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 Randall Craig

@RandallCraig (follow me)
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Randall has been advising on Digital Strategy since 1994 when he put the Toronto Star online, the Globe and Mail's GlobeInvestor/Globefund, several financial institutions, and about 100+ other major organizations. He is the author of eight books, including Digital Transformation for Associations, the Everything Guide to Starting an Online Business, and Social Media for Business. He speaks and advises on Digital Transformation, Digital Trust, and Social Media. More at

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