This a post from our weekly series, Mentorship Month, appearing Tuesdays and Thursdays where BUPRSSA students interview mentors in the PR field.
I recently spoke with Annie Kuo, community coordinator at GOOD/Corps who runs their Twitter as well as the Twitter for the Pepsi Refresh campaign, and now FedEx. She provided valuable insight into how she uses Twitter at work to raise awareness and participation in the organization’s different endeavors.
Track keywords and #hashtags relevant to your business or organization. Besides the name of the organization and the project or product you are promoting, search for and track related hashtags and keywords to see what people are saying. With Pepsi Refresh, a campaign that gives grants to people helping their communities, Annie kept track of Tweets with hashtags Pepsi (#pepsi) and volunteer (#volunteer) among others. This makes Tweeters more likely to see your post.
Reply to feedback. It sounds simple enough, but replying to Tweets regarding your organization or its current campaign can impress the public and create more buzz about your organization. Sending an @reply to your followers or people Tweeting about your organization adds a personal quality to a big-name organization.
Use Twitter to gage your audience. Because social media provides instant feedback, Twitter can provide an immediate reaction from the public towards an organization’s announcements or campaigns. Everyone from reporters to the public use Twitter to voice their opinions and respond to the words or actions of businesses and organizations. Releasing information through Twitter that garners negative feedback can still give the organization time to change their ideas.
Keep a schedule. Annie keeps both an Excel spreadsheet and a calendar to organize herself when sending out tweets each week. One day a week, for example, could be used to compile 10-15 Tweets about your organization. Once the list is created, it often takes some time to condense each tweet to 140 characters while retaining the most important information. Lastly, it’s important to decide when to send out each Tweet, based on feedback and timeliness.
With the rise of the digital and social media age, Twitter is becoming an important tool in the world of Public Relations. It is time-consuming, but managing a Twitter page for an organization is essential in its outreach to the public and overall success.