Cómo usar Twitter en los Negocios

How to Use

for Business
A Beginner’s Guide

http://www.HubSpot.com or @HubSpot

http://Twitter.Grader.com or @Grader

Want to learn more about using Twitter for Marketing and PR?

Download the free webinar for lots of tips and tricks to drive your inbound marketing to increase traffic
and leads using Twitter. (http://hubspot.me/?Twitter)

Table of Contents

Intro to Twitter
Inbound Marketing and the New Rules
Twitter 101
Basic Twitter Vocabulary
Twitter From a Business Perspective

Setting Up and Optimizing Your Profile
Step 1: Sign Up for Twitter
Step 2: Personalize Your Profile
Step 3: Start Tweeting
Step 4: Find People to Follow
Step 5: Get People to Follow You
Step 6: Engage With your Network

Using Twitter for Business
Use Twitter for Marketing
Use Twitter for Public Relations
Use Twitter for Customer Service
Track and Analyze Your Campaigns
Conclusion and Additional Resources

Page 2 of 25 www.HubSpot.com

Part One:
Introduction to Twitter


Inbound Marketing and the New Rules
The majority of today’s “traditional” marketers use outbound marketing to reach their audiences. For
message distribution, they use print media, radio and TV. For lead generation, they use direct mail, cold
calls and email blasts. These methods may have worked in the past; however, by using tools like
TIVO/DVR, email spam‐blockers and caller ID, consumers block messages they don’t want. People now
control how they consume media and what messages they care to hear.

But all is not lost! Consumers still want to learn about the best products and services for their needs.
The key is they want to find this information on their own, most often by using the Internet. For
example, someone might peruse the blogosphere to read first‐hand experiences with a particular
product. Maybe that person will also search for reviews online or engage with others in social media to
learn other views and opinions.

Instead of continuing to push marketing messages out, effective marketers adapt to this consumer
behavior by creating marketing campaigns that pull people into their business. This strategy is called
inbound marketing. Inbound marketers offer the public useful information, tools and resources to
attract people to their site, while also interacting and developing relationships with consumers on the
web. Inbound marketing tools include blogging, content publishing, search engine optimization, social
media and social networks.

Twitter is one of the most powerful social networks for your business.

Twitter 101
So, what is Twitter?

Quite often, people’s gut reaction to Twitter is, “No one needs to know
what I’m doing” or “I don’t care what other people are doing.”

While this may be the surface view, Twitter is also a great way to expand
your network. In the words of Chris Brogan, Twitter is a useful communication tool that allows you to
interact with people around the world in three different ways:

1) Send a short message to a bunch of people publicly
2) Send a short message to a specific person publicly
3) Send a short message to a specific person privately


Twitter is also referred to as a "micro‐blogging" service, meaning you can post short updates limited to
140 characters or less. Why? Originally, the limitation was created to make Twitter compatible with
mobile phones and text messaging. Now, it’s a useful characteristic that allows users to receive rapid‐
fire, concise information from many, many people!

Basic Twitter Vocabulary
Twitter Handle: Also known as a username. This is the name you select to represent yourself.

To Follow: To subscribe to someone’s updates on Twitter. You do this by clicking the “Follow” button on
that specific person’s Twitter page, which can be found at http://twitter.com/USERNAME. (Insert the
specific person’s username into the URL, like http://twitter.com/HubSpot).  When you follow someone,
their updates will be displayed on your Twitter page so you know what they are doing.

To Follow Back: To subscribe to the updates of someone who has recently started following you.
Whenever a new person follows you, you receive an email alert from Twitter. In the email, there will be
a link to that person’s profile. By clicking the link, you can check out who they are and decide to follow
them back or not. It is not required to follow everyone back, but many people like to.

Follower: A person who has subscribed to receive your updates.  You can see your total number of
followers on your Twitter profile page.

Update: Also known as a tweet. They can be no longer than 140‐characters. (Later we will talk about
different types of updates.) You post your update in the white text box under “What are you doing?”

@Reply: A public message sent from one Twitter user to another by putting @USERNAME at the
beginning of the tweet.

Direct Message (or DM): A private message sent from one Twitter user to another by either clicking the
“message” link on their profile or typing D USERNAME.

Twitter Stream: A list of a person’s real‐time updates. Every time you post an update, it goes into your
Twitter stream, which is found on your account page also at http://twitter.com/USERNAME.

Tweet‐up: An event specifically organized for Twitter‐users to meet up and network, usually informal.

Hashtag (#): A tool to aggregate the conversation surrounding an event or theme. Created by combining
a # with a word, acronym or phrase (#WORD).

Retweet (or RT): To repeat what someone else has already tweeted. People do this if someone has said
something especially valuable and they want their own network to see the information too.
(Example: Retweet @USERNAME: Check out this cool resource).


Twitter from a Business Perspective
In short, Twitter is a relationship building and relationship maintenance tool; the most obvious business
use of Twitter is to meet potential customers and leads the same way you would at networking event or
tradeshow.

However, you can also use it to:

1) Develop and promote your brand
2) Interact with your customer base
3) Track what people are saying about your company and brand
4) Create buzz around upcoming events
5) Help individual employees act as liaisons to the public
6) Promote other content you’ve created, including webinars, blog posts or podcasts
7) Develop direct relationships with bloggers and journalists for potential PR placement

This eBook will first explain the steps to get involved in Twitter and then explore how to fully utilize it
from a business perspective.


Part Two:
Setting Up and Optimizing Your Profile


Step 1: Sign Up For Twitter
So now you need to get signed up for Twitter!

Before signing up, consider if you want a personal or a business Twitter account. Both are good for a
company to have, but serve different purposes.

Company account: Represents the company as a whole. Use this type of account to:

• Keep your customer base up‐to‐date on your events
• Promote recent blog articles or news
• Update your consumers about products/services
• Give real‐time updates at conferences and events

Personal account: Used by an individual employee at the company. This account type is more
personalized, can be used to talk about non‐company related things and is better for direct relationship
building. Use this type of account to:

• Act as a liaison to the public for your company
• Update people on what you’re working on
• Share tidbits about your personality
• Expand your company’s network and make connections

For this eBook, we will walk through the steps for creating a personal account. The set up for a company
account works almost exactly the same; however, the name of the account should be the name of the
company and the content of its updates should not include individual or personal information.

To get your own account, go to
http://twitter.com and click the
“Join the conversation!”
button.

Clicking this button will bring
you to a page where you will
select your username and
password.


Your username is very important. This name will be how people will refer to you on Twitter, and
potentially how people will acknowledge you if you ever meet any of your Twitter followers offline.
Think of your Twitter handle as your personal brand name. That’s how important it is.

Ideas for Twitter Handles:

1) Your full name (JamesDean)
2) A variation of your name (JDean)
3) A combination of your name and your company (CompanyJane)
4) A combination of your name and your industry (MarketingJane)

Making your Twitter handle as close to your name as possible will make it easier for people to recognize
you at a conference or event. However, sometimes people will put their Twitter handles on their
nametag to avoid confusion.

Using your real name on Twitter helps you look like a real, authentic person if someone stumbles upon
your profile.


If you will be the only person representing your company on Twitter—and you do not plan to make a
company Twitter account—why not use the third option and make it a combination of your name and
company? Don’t feel obligated to do this; you will have the opportunity to put your company in your
profile (explained in the next section).

Twitter Handle DON’TS:

1) Don’t make your Twitter handle something completely random (TigerMan). This is a lost
branding opportunity for you and your company.

2) Don’t use numbers (Joanne123). Unless there is a reason for the specific numbers, it looks
juvenile. It also conjures the old AOL chat room days. It gives you the appearance that you aren’t
putting thought into your username.

3) Don’t use an underscore (PR_Max). Using an underscore won’t hurt you, but be aware that it
generally is never done. Use at risk of seeming unaware of the “social norms.”

After you choose your handle and click “Create my account,” it will bring you to a screen asking to check
if your email contacts are already on Twitter. If you have a Gmail, Hotmail or Yahoo account, feel free to
see if anyone you know is already signed up. (However, this is not a required step. Feel free to skip.) If
you do decide to check, beware of the prompt asking if you’d like to invite them all to Twitter. This will
send a message all your contacts. Only do this if you want to.


Step 2: Personalize Your Profile
Now that you have your account, you need to personalize it. It is important that you personalize your
account before you begin interacting and following people. Before you add information, your account
looks boring. If you start following people without a personalized profile, it is less likely that person will
follow you back. You may even be mistaken for a spammer.

Your profile is where you can
reference your company,
your blog, talk about your
interests and list your
location.

Click the Settings Button at
the top right corner of your
screen.

The first item in your profile is your name. Always list your real name when using Twitter for business.
You wouldn’t introduce yourself with a fake name at a tradeshow. Why should you do it here?

For your URL, or web address, it’s best practice always to include a link. Put a link to your:

• Company website
• Blog
• Personal website
• LinkedIn Profile

In the “One Line Bio” section, be as descriptive as possible. This is your elevator pitch—your opportunity
to convince people to follow you back. Consider it a snapshot of your background.  You can include:

• Your company
• Your position
• Your hobbies/interests
• Your specializations
• Your recent projects


Also make sure to list your location. Many people follow back those located in their geographic area to
expand their local network. Put it in standard City, State format so it can be picked up by lists for your
area. Don’t lose out on this opportunity.

The last option in profile settings is the “Protect my updates” box. By clicking this, your Twitter stream
will be private, and no one will be able to see your updates without following you. We do not
recommend clicking this to protect your updates. Many people judge whether to follow someone back
through the type of information they tweet. You are as valuable as your updates; don’t keep people
from getting a peek!

If you’re worried about random people or strangers seeing your updates, remember that you are in
complete control over what you say. But feel comfortable being yourself.


After you fill out your profile
information, it’s time to add a picture
of you, also called your avatar. It’s
important to put a face to your
name. For this step, visit the Picture
Tab. Then pick a nice, smiley photo to
represent you. (If you’re creating a
company account, use your logo.)

To further personalize the look of
your Twitter profile, go to the
Design Tab to create a customized
theme or background. Play with the
different colors that represent your
company’s logo, or add a
background image that you like!

Step 3: Start Tweeting
Even before finding people to follow, we recommend tweeting a few things that will give people an idea
of the type of content you will be tweeting. Your most valuable asset is the information you provide.

So what can you tweet about?


Types of tweets:

1) An observation: Tweet about what you’re doing, thinking or feeling
2) What you’re reading: Post a link to an interesting blog post or news article
3) What you’re watching: Post a link to a cool video from Hulu or YouTube
4) What events you’re going to: Share a link to the next conference you plan to attend
5) Promote your content: Post a link to your most recent company or personal blog article
6) Promote someone else’s content: Post a link to someone else’s blog article as a helpful resource
7) Chat with someone: Send messages using an @ sign (to be explained later)
8) Retweet what someone else has said: Retweet (using RT or Retweet in the beginning of the
message) to repeat what someone else has said

If your profile is all set up, click here for a great first tweet about what you are reading right now!
(http://hub.tm/?WPXOU)

Remember that everything you say is public! Don’t say anything you wouldn’t say at a networking
event. Even if you delete a tweet, it might still be archived on the Internet and could be found.


Step 4: Find People to Follow
Building your network is the most challenging and time‐consuming part of using Twitter. Expanding your
network doesn’t happen immediately; you need to commit and take the time to use Twitter effectively.

By following people, you will receive their updates on a regular basis in your Twitter stream. This is your
chance to learn about their lives, check out the blog posts they are reading and meet the people they
interact with. Following a good‐sized community can be valuable and fun!

But where can you find people you would want to follow?

1) Twitter Grader (http://Twitter.Grader.com): This is a free resource offered by HubSpot. You
can use it to discover the “Twitter Elite” of your city and search for people with interesting
information in their profile.  For example, find people who list “software development,” a
specific company or a location in their Twitter profile.

2) Twitter Search (http://search.twitter.com):  This free resource—previously called
Summize—is a search function that helps you find people who are tweeting about specific
words. For example, you can find people who have tweeted about “public relations.” Follow
people talking about the topics you enjoy. Also, use Twitter Search to see who has tweeted
about your company.


3) Follow People Your Followers are Following: Once you begin receiving updates from a
handful of people, watch to see whom those people chat with using an @reply. Maybe that
person would be fun to follow as well!

4) Follow Thought Leaders and Bloggers: See if any of your favorite bloggers are on Twitter.
Many bloggers include a link to their Twitter account in their sidebar or personal info section
on their website.

5) Collect People’s Twitter Names at Events: Like we said before, many social media‐savvy
people will include their Twitter handle on their nametag at an event. Write down their
names and follow them later. You can find their Twitter account by adding their handle to
the end of http://twitter.com/USERNAME. For example if someone tells you to “follow
HubSpot,” you can type http://twitter.com/HubSpot in your browser’s navigation bar to find
us. If you are not sure if someone you just met is on Twitter, ask!

6) Follow Hashtags (#) at Events:  At many events, the organizer will establish a hashtag
(Ex: #IMS08 was the 2008 Inbound Marketing Summit), so anyone tweeting at the event can
include the hashtag (#) in their Tweet. Follow those people who are at the same event as
you who you may not have met in person yet. (This is a bit more advanced, and hashtags
will be explained in more detail later in this eBook.)

Following Don’ts:

• Don’t follow too many people at once: Best practice is to follow no
more than 25‐50 people a day, because there will be a time gap
between following people and having them follow you back. If your
profile says you are following 2,000 people and only 30 followers
have followed you back so far, it appears that 1970 of those who you
followed chose not to follow you back. This unfavorable ratio makes you look like a bad person
to add to one’s network. Wait a little bit to give people the chance to follow you back before
finding a new batch of people to add to your network.

• Don’t follow hundreds of people at once and remove all who don’t follow you back: Although
many people do this in order to have a “valuable ratio” (or more followers than people you’re
following), it is artificial network building and not a best practice.


Step 5: Get People to Follow You
Following people and receiving their updates is great, but in order to have valuable two‐way
conversations, you need people to follow you back and receive your updates too. This is why it is so
important to get your profile fully set up before reaching out for new connections. If you follow
someone who doesn’t already know you, you need to have sufficient information about you in your
profile so that person can make the decision whether to follow you back or not.

Having followers is important, because they are your network who will see your tweets. Think of your
total number of followers as your Twitter reach.

1) Make your company’s Twitter usernames easy to find. Create a page that lists all the Twitter
handles of the people in your company. By giving your customers an easy way to interact with
individual people, it helps them get to know the type of people who work at your company. It
also gives insight to your brand!

HubSpot has a page showing our presence on Twitter at www.HubSpot.com/Twitter and Zappos
is another example of a company with an excellent Twitter page.


2) Make your tweets useful resources so people need you. You are what you tweet. People will
want to follow you if they think they will get value from your content. You want to avoid making
your Twitter account purely a promotional tool. Would you subscribe to a newsletter if it didn’t
have anything useful to say? What specialty knowledge do you have that you can share?

3) Interact with those people you follow who don’t follow you back yet. Make sure to monitor
your Twitter stream, and comment on what people are saying. Give feedback; compliment
people. The key is to engage.

Step 6: Engage With Your Network
How do you tweet at a specific person?

In order to send a message to another person on Twitter, you need to use an @ before the person’s
name. Think of it as the “address” of tweet.  Remember that this type of message is still public, viewable
by anyone in the world.

Here is an example of how you would send a tweet to HubSpot.

Example: @HubSpot What’s up?

By putting @USERNAME at the beginning of your tweet, Twitter knows who to send it to.  This type of
tweet is also called a reply or @reply (Pronounced “at reply”). All of the @replies you receive will go
into your @Replies Tab.


If you don’t put @USERNAME at the very beginning of your tweet, it will not go to that person’s replies.

Example: “The other day I checked out Twitter Grader by @HubSpot”

The above tweet would not go into HubSpot’s Reply Tab. Also note, anytime you put an @ in front of
someone’s username, it automatically becomes a link to that person’s profile. This feature makes it easy
for you to check out those people’s profiles and engage with them as well.

It is also possible to send someone a private message on Twitter. These are called direct messages or
DMs. Send a direct message by either going to that person’s profile or clicking the “message” link on the
right hand side of the person’s profile or by tweeting D USERNAME and then your message

Example: D HubSpot Do you want to meet
tomorrow?

This will be a private message that won’t go into
the public Twitter stream. You will receive an
email with the direct message, and it will also go
into your Direct Messages Tab. However, you can
only DM people if you follow them and they
follow you back.


Part Three:
Using Twitter for Business


Use Twitter for Marketing
1) Use Twitter to drive people to your company’s website. Tweet about interesting resources
your employees have posted on your blog or website. Have you recently published a white
paper that people can download for free? Tweet about it, linking back to the download page on
your website. If the content on your site is truly remarkable, people may start tweeting about it
on their own! They can share your resource to their friends on Twitter.

2) Monitor your brand on Twitter. Using the aforementioned Twitter Search tool
(http://search.twitter.com), you can search and track what people are saying about your
company, products, competitors or any other hot words in your industry. Set up an RSS feed to
receive all search results in Google Reader. If you find someone tweeting about your products
or a person who is looking for a solution that your product provides, let them know!

3) Use the Twitter “Favorites” feature as a list of company testimonials. To the left of each
tweet in your Twitter stream, there is a little star. When you click the little star, that tweet gets
added to your Favorites Tab.  As you track what people are saying about your company in
Twitter Search, favorite all of the positive tweets. Third‐party testimonials are valuable by
showing the public what other people think of your company. The next time someone asks
about your company, send them the link to your Favorites page. The URL for this page will be
http://twitter.com/USERNAME/favorites.

Example: www.Twitter.com/HubSpot/favorites

4) Use Twitter to promote events. Tweet‐ups are a great way to get to know your Twitter
community offline. The next time your company holds an event, fundraiser or open house,
tweet about it! Best practice is to send people directly to an event sign‐up page.




Think of a hashtag for your event before you start tweeting about it. Earlier in the eBook, we
mentioned how HubSpot used #IMS08 for the Inbound Marketing Summit.

Selecting a hashtag for your own event will be beneficial in a few ways:

a) During the event, people often use the hashtag while live‐tweeting, or
tweeting what they see/hear in real‐time. The hashtag will aggregate the
event tweets, building an online conversation around the event.

b) People who are not at the event will see your hashtag and perhaps use it too.
A popular #hashtag often sparks curiosity, and people will go to
http://search.twitter.com to follow the conversation around the event.

5) Use Twitter to promote new tools. Twitter users love new toys, especially if they create some
sort of outcome, grade or analysis of the person using the tool. Make the results of your
tool/grader as easy to Tweet as possible. Perhaps you could add a “Tweet this grade” function.
Make sure your tool is as easy to share as possible!

6) Establish yourself as a thought leader in your industry. By tweeting about useful resources
and thoughtful tips, you and your company will eventually develop thought leadership, and
people will consider you an expert in that particular subject. Be sure to link to your own
resources as well as others.


Use Twitter for Public Relations
1) Develop relationships with reporters, bloggers and other media people through Twitter.
Reporters and big‐time bloggers are incredibly active in social networks, especially when
gathering information for stories. Two resources that have a great list of the media people on
Twitter are:

Media Outlets:
• https://twitteringjournalists.pbwiki.com/Media+Outlets+Using+Twitter
Media People:
• https://twitteringjournalists.pbwiki.com/Media+People+Using+Twitter
• http://mediaontwitter.pbwiki.com

2) Watch for tweets about editorial
opportunities. Because the nature of Twitter is
very quick‐response, it’s a great place for
media people to look for last‐minute,
additional resources for their stories. When
following bloggers and reporters on Twitter,
keep close track of their tweets and scan for
any opportunities.

It’s also a great idea to send reporters tips to other links and resources simply to be helpful and
improve your relationship with the media person, even if it’s in regard to another company. The
media person will be thankful for your help and more likely use you as a reference when the
subject is applicable to you!

3) Direct Message reporters instead of sending them an email. By sending a direct message, you
are forced to create a short concise pitch that a reporter is more likely to read. Also, direct
messages are very casual, and some media folks prefer DMs to email pitches. Also, it saves you
the time it would normally take to write a lengthy pitch. Remember, you can only DM people if
they follow you back. However, don’t pitch too much; they could easily unfollow you making it
much more difficult to connect.

4) Use Twitter to check in on your media person before PR pitching. Check to see what the person
you’re about to pitch is up to before contacting them. In the event that the person is sick, having
a bad day or away on travel—it may be best to contact him or her at another time.


Use Twitter for Customer Service
1) Respond to concerns people tweet about your company or products. Designate a specific
person in your company to track your company name and products in Twitter Search. That
person can address any negative comments, give feedback and help customers solve their
products in real time. The speedy response will impress the customer! Comcast at
http://twitter.com/ComcastCares does a great job tracking and addressing customer concern.

2) Use your company account to update customers with any temporary down‐time. If you work
for a company that offers an online service, let your followers know if you anticipate down‐time
or if there is a glitch you are
working to fix. Your customers will
be less upset and more
appreciative that your company is
trying its best to relieve the
problem.

3) Be sure to follow back everyone who follows your Company Account. Although it’s acceptable
to pick and choose whom you want to follow back in your personal account, there’s no reason
to limit who your company follows. If you want, set up an auto‐follow account with a third‐party
tool like Tweetlater (http://www.tweetlater.com – note, this is not affiliated with HubSpot).
Also, the added benefit of following back everyone who follows your company account is the
ability to DM you.

4) Do not send an auto direct message whenever someone new follows you or your company.
It’s easy to get into the trap of automating your Twitter activity. Many people will set up an auto
direct message (or auto DM) to be sent to every new follower. This looks artificial, and could
make you appear apathetic about building true relationships with your customers.


Track and Analyze Your Campaigns
Now that you’ve integrated Twitter into different elements of your campaign, it’s important to find
components that you can track to judge its effectiveness. We recommend tracking the following metrics
in your campaign.

1) Reach: Total number of followers. This number is your raw distribution power.
2) Response Rate: Average number of @replies per tweet. When you sent out a link or a question,
how many people respond?
3) Branding and Awareness: How often people reference your company or products. Use Twitter
Search to track.
4) Twitter Grade: Your overall effectiveness of your Twitter account. Calculates the number of
followers and the influence of their followers. (http://Twitter.Grader.com)
5) Sales Funnel: Number of visitors from Twitter who visit your company website that convert to
leads.

Using the data from these elements and tracking it over time, you should be able to make smart
decisions about how to further utilize Twitter in your campaigns.

Conclusion and Additional Resources
After reading this eBook, you should have the baseline knowledge to get your Twitter account started
and begin growing your network. Remember that the Twitter community is dynamic and rapidly
developing space.  Be creative and think of other methods to apply Twitter to your campaigns!

Want to learn more about using Twitter for Marketing and PR?

Download the free webinar for lots of tips and tricks to drive your
inbound marketing to increase traffic and leads using Twitter.

(http://hubspot.me/?Twitter)


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