Achieving Reach, Spread, Influence, and Impact on Twitter
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This document discusses how to achieve reach, spread, influence and impact on Twitter. It covers defining social media and personal brands, maximizing engagement through communities and quality content, and measuring impact beyond just numbers of retweets or likes. The key aspects emphasized are focusing on spread over going viral, engaging authentically with like-minded people, and telling the story behind influence metrics to demonstrate real impact. Authenticity, generosity, and inclusive conversations are presented as the most effective strategies over superficial interactions or one-time slactivism. Goals should be SMART and complementary platforms used to give messages longevity.
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Achieving Reach, Spread, Influence, and Impact on Twitter
- 1. Achieving reach, spread, influence and impact on Twitter Leigh Kendall @leighakendall May 2017
- 2. What we are going to cover • What is social media, and what do we use it for? • How do we want to be perceived? • How do we achieve maximum reach and spread? What’s ‘going viral’ all about? • How do we track impact and influence?
- 3. What is Social Media?
- 6. Activity! What do you want to be known for on Twitter? Think about: • What is your brand? • Where do you want to be, professionally and personally? • What do you want to be known for?
- 7. • Who are you? • What are you interested in? • What are you known for? • What would you like to be known for? • Are you being your authentic self? • Be real, genuine, human • Is your content congruent with your brand?
- 8. Beyond Viral • ‘Going viral’ – content that is shared (usually rapidly) online between individuals on social media networks • Going viral is the holy grail for many on social media • There is no magic formula
- 9. So What? • Nature of social media means content is fleeting, even viral content. • Millions of people might have seen your content, but has it had an impact? How do you know? OR
- 10. • Activism or slactivism? • One-click involvement, or crucial awareness? • Genuine care, or social currency and social proof? • Many posting videos didn’t mention the charity (or donate). • Many questioned about the campaign didn’t know what ALS stands for, or what it is (Amyotrophic Lateral Sclerosis or Lou Gehrig’s Disease, is a neurological disorder in which the motor neurons that control muscle function slowly die). $115 million raised for ALS research
- 11. Spread and Reach • Focus on maximising spread and reach, rather than trying to ‘go viral’. • Share good content that is consistent with your brand • Find your people – communities, social movements, hashtags • Calls to action
- 12. Discussion How do you know whether you have THIS OR THIS?
- 13. Influence …but numbers are not the whole picture. What is the story behind the numbers? What impact have you had?
- 14. Influence and Impact It IS about • Engagement: starting conversations • Communities: like-minded people collaborating • Quality, not quantity • Generosity and support • Inclusivity: all voices are welcome • Authenticity, not ‘playing the game’ (and these factors are why #MatExp works so well on Twitter)
- 15. Activity! How does your current Twitter brand fit with what you want to be known for? Think about • Do you need to make any changes? • If yes, what changes will they be? • How will you action those changes? • Think SMART goals
- 16. Maximise your reach, spread, influence and impact • Be authentic • Be generous – be kind, give advice, share interesting content • Pump up the volume: use complementary platforms such as blogs, Steller, Storify to give your messages and voice longevity (this can also help you become a thought leader in your area of specialism).
- 17. What kind of content has the best reach and spread? • Stories with high emotion – whether happiness or anger • The WOW or aaah factor • Social currency
- 19. Twitter Turn Ons • Be polite • Be kind • Be relevant • Be authentic • Engage • Find your people • Share relevant content • Say thanks, give credit where due • Me, me, me • Keep saying the same thing again and again and again…. • Cliques • Rudeness • Broadcasting, no interaction • Auto-DMs Twitter Turn Offs
- 20. Lessons from Twitter Fails Beware automated tweets Sense check your hashtags! Giraffes don’t live in Ghana If you engage professional PR support, don’t make it look too obvious!
- 22. Appendices Results of the survey conducted May 23 to May 25, 2017 168 responses were received – thank you to everyone who took the time to complete the survey. To view full results: https://goo.gl/forms/W5D1o6Ocgj2o91uG2