In Part 1 of this series, we looked at the importance of social media in a coherent marketing strategy, both on and offline. In the next parts, we are going to focus on how to use Twitter as one of your social media marketing tools to do so.

Twitter logo

Too much time is spent developing marketing strategies which then fall into the grip of unintended consequences. Do not waste time nor money endeavouring to guestimate what the results of a campaign will be.

Social media is all about human interaction, and there can be nothing more unpredictable than people.

Don’t strategise, Just Do It!

What is more important is to develop rules of engagement, and then test, test and test again.

Step 1 – The Basics: Learn to use Twitter.

In brief, Twitter is an opportunity to communicate in 140 characters. With people and brands around the world. There are rules of engagement, but understanding the netiquette of Twitter is not rocket science – it is about understanding people.

Set up a Twitter account, where possible using a very short but recognisable version of your brand or company name. e.g. you can follow us on @clickthroughsem

Find out who within your company or tribe can already use Twitter. Ask them to share their experience and knowledge with everyone else within the company who will be helping to execute this strategy. A simple 30 minute training session in-house will reduce the need for individuals to ‘work it out for themselves’.

  • Loiter first and watch how people converse, interact and respond.
  • Follow conversations to see how relationships develop.
  • Look at major brands and search for positive and negative sentiments and clout for those brands. Consider what they may be doing right, or wrong.
  • Read the case studies of how not to use Twitter.
  • Do not jump on a bandwagon or trending topic with an off-topic tweet, and do not over-promote or hard sell.

twitter hashtags

Learn how to use hashtags and which hashtags will help you to reach your core audience. (Hashtags make it easy to search, follow specific conversations, tune into ‘channels’ identified by certain hashtags and reach target audiences).

Click on the hashtag image for some more great links to hashtag advice…..

Part 3 tomorrow…..

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About the author:

A practising internet marketing consultant since 1996, Lindsey Annison helps companies improve their website marketing, online PR and information architecture. Lindsey is also a qualified adult education lecturer and author. As co-founder of the Access to Broadband Campaign, she has been instrumental in the provision of high-speed internet access to rural areas in the UK. Lindsey is also a past winner of's Outstanding Contribution to UK Technology