Follow Me! - Sarah-Jayne GrattonFollow Me! by Sarah-Jayne Gratton covers the ins and out of building your Twitter brand. Gratton assumes you already know why you need a Twitter account and have worked through the basics. She is there to help you optimize and build your reach.
She begins with a well known example of the power of Twitter - the woman who was given a receipt at Papa John's that called her "chinky eyes". Within hours her story had gone world-wide, and Papa John's was struggling to recover. Gratton talks, too, about Kutcher's tweet supporting Paterno and how it caused him grief.
The web has created a short attention span. Whether you feel that's bad or good, you need to work with it. For example, of people watching videos online, after 20 seconds, 20% have clicked away. So it's important to convey your message quickly and efficiently.
Gratton then lays out, in a nicely step-by-step manner, how branding should work on Twitter and how to achieve it. She begins with the basics of psychology. People build emotional connections with brands without even realizing it. For example, people who watch food commercials then eat tend to eat 45% more food. Their brain is affected by what they saw. So make that work for you. Create that powerful first impression with your photo. Make it a photo of you, if possible. People connect to people, not logos.
Be upbeat with your posts. While angry posts might get short-lived attention, they also build a negative connotation in the reader's mind. You want that subconscious connection to be a positive one. People are drawn to positive memories.
Once you make that connection, nurture it. Make sure you have a website home base that these tweets are building up. Respond to messages, and retweet messages you enjoy. Use hash tags so you can be found more easily. Time your tweets so they're seen. Most people don't dig through old tweets. They see what's in front of them. So be part of that stream.
Don't just talk about your articles or posts. That is seen as "self-promotion" even if your articles are helpful. Instead, share news. Share insights. Share other tweets. Ask questions. Thank people who retweet you. Be seen as a sharer, not a promoter of things you've written.
How do you come up with ideas? Keep lists of ideas as they come to you. Include quotes, holidays, news, books, movies, and more. You can tweet photos - think of where that might fit well with your target area.
Follow people who are in your target area. Listen to what they say and retweet interesting things. The more you can become part of their community, the more they will then read your messages. Also, if your followers also appreciate these luminaries, you will get credit for supporting them.
You have limited time in your life. Schedule the set items that you can. You can't schedule news items of course :). But schedule quotes, and tidbits, and other similar items. That frees you up to be spontaneous when ideas arise.
Gratton then provides a wealth of examples from other Twitter-savvy people, giving their different opinions. This is on one hand a cheat - it means she didn't have to write about a third of the book, and she now has lots of high-profile people invested in promoting the book. On the other hand, though, it really is helpful. Each person has their own take on what makes Twitter work. One person might think scheduling is great. Another might say that it's important to do live Tweets so you can respond to questions and answer back. So it's nice to hear those different points of view and know that each one did find success for a real person.
Yes, Gratton tends to promote herself a fair amount throughout the book. I tend to think that's par for the course for a person writing a book on marketing. The resaon they're successful is that they're always marketing. You just have to read past those and get to the gist of the material.
All in all, there's a lot of helpful, understandable material in here. Sure, we've heard some of this before, but with all the examples and suggestions there's sure to be new tips that you can implement and use.
I was sent a free copy of this book to review via the Amazon vine program.
Buy Follow Me! - Sarah-Jayne Gratton from Amazon.com
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