Bridget Willard | SaaS Marketing Agency

Author: Bridget Willard

  • What are Hashtags And How Do I Use Them?

    You keep seeing the pound sign (#) and hearing people talk about hashtags. What are they and how do you effectively use a hashtag?

    But let’s start with this video below. Stop using stupid hashtags just because you keep seeing other people use stupid hashtags.

    Stop Using Stupid Hashtags

    What is a hashtag?

    The short answer to what is a hashtag is that it is a word or a phrase with the pound sign in front of it used for search and filtering on social media. There. you can stop reading the post now.

    This makes any term (without spaces or punctuation) searchable on Twitter, Instagram, Facebook, and LinkedIn.

    On Twitter you can use numbers in a hashtag like #Year2012 but the hashtag can’t only be a number like #2012.

    Although hashtags generally function on Facebook and LinkedIn now, they are only relevant if the audience actually clicks on them.

    They’re generally only seen there from cross/auto-posts. However, since they bought Instagram, there is an infusion of hashtags and I read rumors they’ll be usable in the future.

    Why would you use a hashtag?

    It helps give you exposure on Twitter by making terms searchable outside of your following.

  • Ten Ways to Be Retweetable

    If You Want to be Retweeted, Be Retweet-able

    It never ceases to amaze me how technology cripples our ability to communicate.

    (Wait. What?)

    Yes, you would think it should be the opposite.

    This post lists ways to remind you that you are still a human being even when you have a computer in your pocket.

    1. Stop Tweeting from Facebook

    Yes. Automation. Specifically, “Tweeting from Facebook” is very easy and popular. But is it the best way to get your message out on Twitter? I say no.

    (Save your outcry for politicians or the comment section.)

    Listen, I’ve been tweeting since 2007. I’ve seen a lot of new people take up Twitter lately, thinking it will give them instant results like the promise of Sea Monkeys on the back of cereal boxes.

    You don’t build relationships by pushing buttons.

    I always tell people, just because you “can” doesn’t mean you “should.”

    I see a lot of tweets from Facebook. They often lack context, relevance, or even text (yes, when you post a photo on Facebook it “tweets” a link – just a link).

    However, if your tweet is a fragment of a long, run-on sentence which, out of context, makes no sense, then people will ignore it in their feed.

    Not only that, but when on my mobile device, why should I have to go to Facebook to see your photo? Or go through Facebook just to go to the original link?

    The biggest argument I encounter to this advice is “I don’t have time.”

    It takes all of forty seconds to copy the text and paste it into Twitter. It might take a minute to upload a photo to Twitter. You’ll have to edit the tweet, too. But you do have time.

    You don’t book U2 for a coffee house; consider the fact that certain venues are appropriate for different styles of communication.

    Also, it looks like you don’t know what you’re doing. (Yes, I said it.)

    Even Carol Stephen, the nicest lady on the internet, said,

    “One post across all platforms seems lazy.”

    I realize your feelings are hurt, but is this what you want people to think about you and your personal or business brand? The best-case scenario is that people just think you are lazy. I’d say the advice is more important than your feelings.

    Yes, it is possible to manage your Twitter account with a minimum of five minutes a day. If you don’t have a lot of followers (10,000), this is achievable.

    2. Tweet more than once a day.

    Do you really think people are going to actually go to your Twitter profile every day? I hate to disappoint you, but they will not. Do you?

    They might go check out your profile when they decide to follow you. Otherwise, they will, most likely, never see it again. Make sure it’s compelling enough that people will follow you.

    (See: Baby Steps to the Tweet)

    3. Use Hashtags.

    Politicians can use their office as a hashtag, businesses can use their industries, people can use their hobbies, etc. This is a great way to find like-minded people.

    Don’t go hog-wild. Three hashtags per tweet (max) is a good rule of thumb. Otherwise, you not only look like spam, but your tweet is difficult to read.

    Set up a search for that hashtag and use a column-format platform to take advantage of this like Hootsuite or Tweetdeck. (This is also good for the lists you make, but that’s another blog post.)

    (See: What is a Hashtag?)

    4. Thank the people that retweet you.

    What a concept. Sure, it takes work to do this. Don’t retweet their retweet. Just reply to them and say “Thank you.”

    Expressions of gratitude are how people will become endeared to you. Don’t you like to be thanked?

    5. Retweet other people.

    Yes, it’s social media and reciprocation is part of the unspoken rules of anything social whether it’s online or in person. Think about it for a moment.

    If you’re a pastor, retweet other pastors.

    If you’re a business, (follow and) retweet similar industries, even competitors.

    If you’re a politician, (follow and) retweet other politicians that are tweeting. (Specific advice – click here.)

    The retweet can include a reply like this:

    Bottom line:

    Regardless of your industry, brand, or organization: show some support to your peers. My friend Amy Donohue always says: “It is called social media for a reason, people.”

    6. Make the tweet 120 characters or less.

    Yes, some of us still “old school retweet.” It’s a good way to reply with context. Admittedly, this is highly debated. (@UnMarketing, for example, prefers replies.)

    I like to mix up replies and retweets. However, there are stats out there that the shorter the tweet, the more likely people will engage.

    Do some of your own experimenting.

    (See: Marketing Week “Keep tweets short to boost engagement”)

    7. Content is king.

    Content matters. You have it, you probably just don’t realize it yet.

    (See: “Content, Just Elbow Your Way In“)

    8. Grammar Matters

    Whether it’s the text of the tweet or the blog you’re posting grammar matters. If you want to be seen as a professional, you have to be professional.

    If you can’t remember the difference between homophones, for example, either put a sticky note by your computer or avoid the expression. For example, instead of typing, “You’re welcome,” you can say “sure thing” or “no problem” or “anytime.”

    (See” Copyblogger’s 15 Grammatical Errors That Make You Look Silly and 10 Grammar Mistakes that Can Keep Your Content from Spreading)

    If, however, I feel that the tweet is too good to pass up, I will correct the grammar before retweeting. This is another reason why I prefer old-school RT’s over the “retweet button.”

    9. End the Mindless Repetition

    Okay, you understand that no one on the face of this planet has bookmarked your Twitter page and so you want to get your message out. That’s good. But it can’t be the only thing you tweet. Think about it for a moment.

    Go sign into Twitter, not a third-party app, Twitter.com. Look at your profile. Would you honestly follow yourself? That’s a good indicator of how you should modify your Tweeting behavior.

    10. Shorten Your Links

    Bitly.com shortens links as does Hootsuite.com.

    With this, I add the advice to check your links (to make sure they work) before tweeting. This is especially important when recycling tweets.

    Challenge:

    As with most of my advice, it comes from the perspective of a user and enthusiast. You can check out my “street cred” and decide for yourself.

    I double-dog dare you to change your tweeting habits for one or two weeks. I believe the proof of the pudding is the eating.

    (My favorite tool to see popular retweets is Crowdbooster.)

  • How to Link to Your Company Page on Your Facebook Profile

    Have you ever wondered how to link your work in the about section of your profile to your company’s Facebook Page?

    Here are the steps:

    1. Go to your profile (not page, profile).
    2. Click “About.”
    3. Click “Edit” under “Work and Education.”
    4. If your current job is listed delete it.  Otherwise skip to next step.
    5. Where it says “Where have you worked?” in the blank box start typing the name of your company.
    6. If it has a Facebook Page, it should be suggested.  (If not, you just type it in anyway.)
    7. Click on the suggested page.
    8. Fill out the job title, description, and dates.
    9. Click “Add Job” and you’re done.

     

     

  • Stop Auto Crossposting. Seriously.

    Just because you can autopost, doesn’t mean you should. To automate cross-posting from platform to platform is a sure way to be ignored by your audience (intentionally or unintentionally).

    Your audience deserves more respect. The platforms deserve respect. Things can go wrong — really wrong — with sentences being truncated or links missing. It will reflect on you as a brand poorly.

    Just don’t do it.

    Distribute Content Effectively

    Here’s my analogy about why I believe auto crossposting is a huge content distribution mistake. Be intentional instead.

    Efficient isn’t always effective.

    When I worked for a trucking company in 1991, I had to type freight bills on a typewriter on NCR paper (younger folks may have to Google these terms). The freight bills were four to seven sheets thick because so many people had to get copies. Now, in that case making copies is efficient and effective.

    A trend I noticed in 2011 that doesn’t seem to be fading is auto crossposting.  I see duplicate, triplicate, and even quadruplicate versions all over the platforms of the day. It may be efficient but is it effective?

    Cross Posting and Social Media Influencers

    This is the elephant in the social media strategy room.

    In my world, often the friends we want to support the most, although enthusiastic, are some of the greatest offenders.

    We hint, tweet out great articles, with no avail. Passive aggressive tweeting, although cathartic, results in no behavioral change.

    If you insist upon posting the same content, simultaneously, on every platform, your audience will have to make a choice. I will have to make a choice.

    It is impossible to effectively manage an audience on all platforms. If you don’t log in, you won’t notice their replies. An audience is a responsibility.

    Why shouldn’t you auto cross post?

    1. Noise:  According to , the ideal posting on a Facebook Page is one post every two days whereas on Twitter it is one to four posts per hour. The expectations of users on Twitter and Facebook are different. What seems normal on Twitter is spam-like on Facebook. If your Page posts too frequently, you may be unliked.
    2. Venue: Every venue has a niche. You don’t try to fit The Dave Matthews Band in the House of Blues and you don’t have an up-and-coming singer-songwriter play in Central Park. Each venue dictates the behavior. If you’re not sure what behavior is acceptable, then watch what others do and read articles that discuss best practices.
    3. Conversation: Try to drive the conversation using questions. People have opinions and they love to be consulted about them. Tweets have a lifespan of about a minute. LinkedIn, and Facebook Pages all have the luxury of nested comments. That is a fabulous tool to get some input and generate talk about your company/brand.
    4. Content: If I am connected to you on LinkedIn, then I expect a certain type of content. Guy Kawasaki, in a seminar in Orange County, said that Facebook is a “photo economy” and Twitter is a “link economy.” That is to say, photos get a greater response in Facebook and links get the most response on Twitter.
    5. Variety: Mix up your social media postings. Maybe post a photo on Facebook and say “Does this make you smile? Why?” Only post it there. Maybe post a different photo on Instagram. Save LinkedIn for great articles about your industry that are geared toward professionals. Post nearly any of that on Twitter — just not at the same time.
    6. Appropriateness: Though they function, hashtags have no business on Facebook. When is the last time you clicked on a hashtag on Facebook? The culture doesn’t use it. LinkedIn and Instagram, however, allow users to follow hashtags as well as click on them.
    7. Authority: Double and triple posting shows you have no regard for your audience. Is that the image you want to convey? Social Media is comprised of communities. Communities have unspoken rules. If you’re not picking up on them, then you’re going to get blocked, ignored, or unfollowed either literally or figuratively. You’ll loose your authority in your marketplace.

    Just because you can, doesn’t mean you should.

    I could eat pancakes with jalapeños but I don’t think my stomach would appreciate it. Jalapeños are great on nachos, not on pancakes.

    I’d like to challenge you to reevaluate your social media practices.

    Log into the individual social media sites and unlink all of your accounts. Post natively. See if your interaction goes up. I double-dog dare you.

    Further Reading

    This post was updated September 3, 2019.

  • A Beginner’s Guide to Setting Up Your Twitter Account

    Are you using Twitter as part of your SEO strategy? Do you feel like you’re being left behind? Are you finally ready to set up your Twitter account? You want to tweet but you’re still not sure how to set up your account? Maybe you’re overwhelmed. Breaking down the steps to something large is a great way to conquer that feeling. This post shows you how to start and properly set up your Twitter account — in baby steps.

    “…baby step onto the elevator… baby step into the elevator… I’m *in* the elevator. [doors close] AHHHHHHHHHHHH!” Bob Wiley What About Bob?

    Like most things in life that are overwhelming, the best approach is to break them into small, achievable tasks.  Not all of these steps have to be performed in the same day; however, breaking them down makes it less overwhelming, at least.

    1. Decide what email address you want to be associated with your Twitter account.  One email per account.  You may want a new account, if so, set up a new email.
    2. Make a list of possible Twitter names; they may not be available.
    3. You will need three graphics: avatar (profile picture – square), header photo, and background.  Have them handy to upload when you start the sign-up process.  I like to make a folder that is called “Twitter Images” and have it easy to find (desktop).
    4. Write a 160 character or less bio to put on your account.
      • Avoid spammy language like “looking for fun,” “likes long walks on the beach,” or “social media guru.”  (Oops, you got me on that last one.)
    5. Go to Twitter.com and create an account.
    6. Follow their prompts for your email address, password, and username.
    7. Upload your profile picture.
    8. Put in your website.  If you do not have a website, you can consider using your Facebook URL or you can leave it blank.
    9. Type in your bio.
    10. They allow you to have a header photo. You’ll need something for that. The Header Photo image size should be 1500×500 pixels.
    11. Steps 6-10 are in this Screencast from my updated .
    12. Tweet SOMETHING. Anything.  A quote.  “This is my first tweet.”  Anything.  Spammers are getting very clever these days and it’s becoming difficult to discern.  A tweet helps.  See screencast here.
    13. Find someone to follow and follow them.  Do this at least five times.  Look at their list of followers, are any of them interesting to you? (Screencast on following by interest is here.)
    14. Make lists: news, friends, whatever.  When you follow someone, put them on your list.  Read Carol Stephen’s post on why lists are useful:  “Twitter Lists for the Power User “and my post “Organizing Your Twitter Stream – Use Lists.”
    15. Make it a regular habit (daily at least) to check your Twitter account, thank those who have mentioned you, and follow back within reason.
    16. Watch my screencast of Twitter in Five Minutes
    17. Screencast on Responding to Replies

    Updated May 10, 2021