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Building Influence on Twitter

Recently we posted a few tips that covered the basics of growing your Twitter presence. This blog offers a few more ideas that will boost growth and build your influence.

Use Nuvi, TrendKite, Zignal or Another Metric Tracking Application to Guide Your Strategy
Metric applications are a nuvi snapconvenient way to track how your audience is responding to your content, so that you can focus and prioritize your efforts. These tools most importantly allow you to analyze success or failures of your posts by measuring the impact your content had with your audience from an engagement (e.g. shares, likes, retweets) perspective. Most find that visuals, recognition of a person or a team, and the occasional personal picture or thought all enhance engagement.  But, every audience is different and the only way to find out what works for your “peeps” is to measure their responses.

Evaluate Your Follower Base
The point is that bigger isn’t always better.  It’s exciting to see growth in followers, but have you taken the time to see what type of people or companies are following you?  If you gather followers that look like bots or the followers link to inactive or spam accounts, remove them from your list. While reducing the number of followers you have may sound counter-intuitive, Twitter’s news feed algorithm explains that these non-user accounts can become a significant percentage of those that see your posts – meaning your posts were not seen by nearly as many people as you had planned. This is because Twitter allows only a select few of those who follow you to see your tweets without being directly on your page, and the greater amount of inactive followers you have the greater the chance that your tweets won’t reach the engaged portion of your follower base.

Keeping it Simple
unfollowLuckily, this can be remedied quite easily. Some applications such as ‘Unfollowers for Twitter’ have specific filters that allow you to find ‘Inactive Users’, which also typically capture the vast majority of fake or spam accounts. The filter allows for varying lengths of time to find and unfollow relevant followers. There is another way to remove these accounts as well. Simply find the follower you believe is inactive and click on the gear icon by the follow button and click the block button. This will remove the follower from your followers list, and can always be undone if you feel as though you have made a mistake.

Set Up an Auto-Messaging System
message snap Short messages to followers engage users personally in your content. This step is a basic, yet important step in making new followers feel welcomed. Constructing a personalized message sent when you receive a follower gives each new user a sense of your sincere gratitude and encourages them to return to your content because of a perceived personal connection to the content creator. There are many applications you can use with your Twitter account that will automatically send a message you draft yourself if you experience large quantities of new followers, but isolated drafts to individual followers of such messages work just as well!

There is no question that Twitter has become a very important publishing mechanism for many.  Everyone from Hollywood stars to corporate giants are using the social media platform to build influence and status.  There’s so much noise, it’s hard to know how to get ahead and build your own following.  Using these three simple tips:  measure, evaluate and respond – you too can become influential on Twitter.

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Are You Hip Enough to Connect with the New Generation of Customers?

In the world of business it’s easy to lose inter-generational communication, a fact that seriously hurts your ability to reach each different generation of consumers. So before you try to market your next project, keep these simple tips in mind.

Marketing 101: Know who you want to sell too! Seems like a no-brainer, right? Before you show off your new product, narrow your target audience. In marketing speak, we call this a “persona.” Essentially, it’s the demographics of your buyer. A surprising amount of companies don’t seem to take the culture of the Millennials into account in their marketing techniques. Once you know who you are selling to, saying things they can relate to, in a way that they can understand, is critical.

The Millennials are different from previous generations. They’ve grown up far more casually than their elders, and they expect to promote their individuality and are completely unafraid of delving publicly into the more taboo aspects of society that older generations avoid. Let’s look at a firm that is responding to this buyer with “persona-appropriate” images and language.

Exhibit A: McDonalds
Let’s get past your personal opinion of the food and analyze how they approach marketing now as opposed to a few years ago. McDonalds has seriously stepped up their game, moving from focusing their efforts on children to the new era of young adults that are in the best financial situation to buy their products. Knowing full well the Millennial attraction to risqué advertising techniques, McDonalds has supplied in kind.

mcD good marketing

In this photo McDonalds uses all the right triggers to market to their most likely customers. They emphasize their product, but also include a Millennial aged man and personal pronouns emphasizing their well-known “Dollar Menu” slogan. While these techniques are somewhat more conventional, the addition of the sexual pun and provocative facial expression capitalizes on the Millennial desire to approach the taboo aspects of current culture.

This new approach has worked out well for the company, which had previously been in decline due to negative stigmas involving the quality of its food. It quite handily turned around its losses, and is projected to grow by 4.5% in 2016!

So what did McDonalds teach us? First and foremost, understand who it is you’re trying to target in your marketing campaign. Nowadays this almost always includes Millennials if you are working in the tech field. Taking into account the triggers for your audience is always important too. Like McDonalds did, approaching your audiences sense of humor and preference for the more taboo garners significantly more of their attention. Sticking to these basic tenants will help you market far more effectively to your next potential customer.

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If you were to sum up 10Fold Communications’ value proposition in two words, they would be “sales support.” Whether representing a white-hot technology company on the verge of an IPO or an emerging tech start-up, 10Fold Communications, a top PR firm in San Francisco, East Bay and Southern California applies a sales-driven angle to every campaign and program it executes, with a strategic approach to move the needle. What’s more, we practice what we preach, with a first-of-its-kind forecasting model and MetricsMatter™ methodology that guarantees qualitative and quantitative results. Follow our blog for news and client success results.