Don’t Be a Twitter Quitter

Today, I am pleased to feature a guest post from Shama Kabani.  Shama’s book The Zen of Social Media Marketing is now available on Amazon.

Read my post to learn about how Shama came to be a Flack’s Revenge contributor.  Enjoy, and thanks again Shama and Deb Holland!

Don’t Be a Twitter Quitter

By Shama Kabani

I leverage Twitter every day to help grow my business. But I’ve heard PR people say “Twitter isn’t a PR platform.” Or, “It’s a waste of my time.”

There speaks someone who doesn’t “get” Twitter. They try to use it as a social network and fail. Twitter isn’t a social network. It’s a human search engine. For instance, before I spoke to a group called Vistage, the host warned me it was a tough crowd. I searched Twitter for “Vistage Speakers” and then asked past speakers for recommendations. Within minutes, I had useful suggestions from as far away as China.

Here are five things PR people need to know about Twitter.

1. It takes at least 6 months to build traction. Services like Twesocial that promise to bring you Twitter followers might work, but be sure to read their reviews and make an informed decision.
2. Don’t be too literal about that little box that says, “What are you doing right now?” No one really cares unless your answer gives them value.
3. You need a strategy before you start Tweeting. Twitter isn’t a substitute for a great website, a solid communications strategy, and a clear message. If you don’t know what you want to achieve, you probably won’t.
4. It takes more than just pitching clients or services. Twitter is a way to connect to people who give you information you want – whether it’s gossip (Perez Hilton), news (Brian Williams), inspiration (the Dalai Lama), or business advice (Guy Kawasaki). (Conversely, if you’ve been following someone for a few weeks, and see no value in their posts, STOP.)
5. Following journalists is important, but so is following thought leaders in your own field. Reading tweets from journalists is a good way to learn what interests the people you pitch – but you’ll learn more (and get more business referrals and tips) from the best minds in your field (and your client’s).

The three big reasons that PR folks become Twitter quitters are:

• They don’t get enough followers quickly — usually because they don’t know how to follow others, or aren’t providing value. I wish I could say numbers don’t matter, but they do. Numbers equal reach. I have about 18,000 followers and get 10-15 quick replies to questions or requests for feedback. Numbers matter.
• They aren’t using tools like TweetDeck to minimize time. Or they aren’t using hashtags (words that include the # sign) to find and participate in relevant conversations. Or, they aren’t re-tweeting (sharing) valuable content from various sources. These tools not only save time, they add significant value to your tweets – which helps in building your following.
• They have an unrealistic idea of the time that Twitter requires. I spend at least an hour a day scanning and posting messages, or responding to direct questions.

Is it worth it? Of course! I’ve gotten clients directly from Twitter when someone tweets a message like, “Looking for a website design,” and someone else sends them a reply like, “We used Marketing Zen – connect with @Shama.”

More importantly, I’ve learned someone new every single day I’ve been on Twitter. Being something of a philosopher and always curious, that’s the most important thing for me!

Shama Kabani is president of The Marketing Zen Group, and author of The Zen of Social Media Marketing. Connect with her on Twitter, or read her blog.