Tweet | Ben Zackheim

How to promote a tweet according to Twitter

by Ben Zackheim | May 7, 2015 | Book Promotion, Sell your book, Writing | 3 comments

I’ve always had a love/hate relationship with Twitter. One day I think I understand it and the next day it’s filled with some faux outrage (faux-rage?) thingy that makes me want to turn the world off. But my love affair started up again once I realized that Shirley Link’s success as a perma-free book is primarily due to the cacophonous bird.

But now I want to take it a step further. I want to pay to get access to their huge audience. I want this for two reasons. First, I want to sell my $1 eBooks. Second, I want to grow my mailing list.

So I attended a great Q&A with some Twitter employees who were eager to educate me about spending my hard-earned money on their promo tools. They clarified a bunch of nifty-sounding services that you may have heard about but had zero idea how to leverage. That’s right. They gave tips on how to promote a tweet and they even explained Twitter Cards.

It turns out if you use Twitter Cards and promoted tweets together you could drive some incredible (valuable) traffic.

Here’s what they taught me.

How to promote a tweet according to Twitter:

First sign into ads.twitter.com. I’ve found this site to be the easiest way to tweet. I like the way it lets me schedule posting times AND it how it allows me to attach images with 100% guarantee that the image will show up in the actual tweet. That’s not the case on Hootsuite where I’ve found that the image often gets cut out of the tweet.

Plus, it’s the only site where you can create a Twitter Card. Why would you want to do that? read on!

Twitter Cards:

I think Twitter messed up in calling these things Twitter Cards. It’s a bad name for a cool idea. When I picture a card in my mind’s eye I picture, well, a card. Like a business card. Or a playing card. A Twitter Card is more like a visible attachment that hangs from the bottom of your tweet. What else could they have called it? A Twitter Tail? A Tweet Board? Yes, those are awful ideas but you get the point.

This is an example of a tweet with a Twitter Card attached to it.

The actual Twitter Card is the lower half of the tweet, including the image, the Shop Now button and the text “Armor up with The Camelot Kids! Only $1 for a limited time.” You can make that button read anything from “Shop Now” to “Download” to “Sign Up”. The larger image spot is a great way to stand out on a busy feed.

You see the text “Want a good fantasy read? One reviewer says TCK “will take you back to the day when you first read Harry Potter…”? That’s the tweet I wrote. After I wrote it I attached the Twitter Card by pasting its url in the tweet. it’s pretty simple to set up.

But once you get a few cool Twitter Cards set up, what do you do with them? Simply put, you target your audience, set your budget, assign some tweets to the campaign (with Cards attached) and press the Fine, Take My Money button.

The one hour talk covered best practices for promoted tweets/Twitter Cards. Here are the basics, with some icing:

Experiment with targeting usernames. It allows you to get into the feed of followers of specific people.

Experiment with targeting keywords. The important thing to understand here is that keyword targeting scans for tweets in real-time on the service. They do not target overarching interests, old tweets, or bios. I didn’t know this before. Socialbro will take your money to target that kind of metadata.

Experiment with images. You may have great copy but the image might need a refresh. Play around with the most eye-catching imagery you have.

Check your dashboard often to spot places to tweak. Twitter reporting (which also resides on ads.twitter.com) is robust and relatively clear.

Set up conversion tracking to measure your campaign’s effectiveness. Just follow the steps Twitter lays out.

All pretty standard stuff so far, right? Well, here’s some good stuff to add on top:

Separate your campaigns by objectives and targeting. Don’t make a campaign that’s meant to get sales AND sign-ups. Each goal needs its own campaign.

For username targeting go for 30 names per campaign.

For interest targeting select the most specific categories possible. Do not exceed 2 interests per campaign.

Avoid using hashtags, @’s or urls in your Twitter Cards and promoted tweets.

Do 3-6 tweets per campaign to give the Twitter elves something to work with.

Twitter loves fresh content so swap in new stuff often. “Often” being a relative term that should be dictated by data in the reports.

Use the Lead Gen campaign for email sign-up campaigns.

Expect a 1-4% engagement average.

Do NOT pause and stop campaigns. This damages the performance. Plan and budget ahead. You can start small and ramp up the budget and number of tweets as you build confidence.

Here’s a list of resources they provided to get started:

I hope you found this post on how to promote a tweet useful. Let us know how your campaigns go in the comments. Good luck!

Social media tactics: Avoid the Twitter time-suck

by Ben Zackheim | Sep 15, 2014 | Book Promotion, Digital Identity, Sell your book, Writing | 2 comments

My goal with this post:

To give you clear tips on how to arrange your Twitter activity. The tips will be practical and will help you manage your personal and professional sharing. Let me know how I did in the comments!

I did it. I finally did it.

I’ve been on Twitter since 2007, which means, well, I’ve spent a lot of time worrying about tweeting since 2007. Oh, I have a lot to say. I have a lot to share. I always spot interesting conversations. The problem for me has never been finding things to disperse. The problem has been The Twitter Time Suck.

The Twitter Time Suck is:

The black hole of starting to tweet interesting material and not being able to stop.
The anxiety around whether my tweets are having maximum impact, which leads to more tweeting.

I’ve spent the last several years trying to find a way to make posting take less time but be more rewarding. What do I mean by rewarding?

Just as every conversation I have with a person is part of the fabric of my life, I want my posts (on every platform) to reflect who I am (NO PRESSURE!)
I enjoy connecting with someone.
I like to get traffic to my site.
I like to sell books.

If those four points sound familiar, and you also fret about The Twitter Time Suck, then I may have some good news. I’ve found a perfectly reasonable system to keep my tweeting to 15 minutes per day.

Last year I started to manage social media for The School of Visual Arts’ MFA Visual Narrative program in NYC. It’s a fantastic low-residency Masters degree with faculty like Benjamin Marra, Joe Kelly and Edward Hemingway. Because the focus of the degree is on visual storytelling you can imagine how daunting the task of sharing information via Twitter was to me. Remember, I still had to manage my own social media efforts. Having so much to dig through easily led to brain-hurt.

So I started to try a few things to help me juggle it all. I’ll spare you the trial and error.

This is where I landed

1) Use your morning activities:

We have coffee, we shower, we brush our teeth, we read the news. Morning routines (even busy ones) are where many of us quietly review our priorities and our dreams/wishes/aspirations for the day. There’s a lot to find in that mental landscape. Be mindful of your thoughts. Don’t just think them and let them go. If the warm water on your head makes you think of something funny, say it out loud. That will help make it real and memorable. If you want to share it with the world, well, then you have your daily observational tweet!

If you come up with more than one thought, jot it down in a txt file asap. You can tweet it later using…

2) Hootsuite. Use it.

Hootsuite allows you to queue up your tweets. This is the critical task in any effort to simplify tweeting. You can also use Hootsuite to post to Facebook and LinkedIn. Yes, I’ve used Buffer and Klout. Hootsuite is the best.

3) Set your tweet limit for the day.

My limit is six tweets. For some, that’s low. For some, that’s high. Find your limit and stick to it. But don’t worry about it if you go over or under your number. Worrying wastes time ;-) If you have an account that bridges both personal and professional, then break it down like this at first. Adjust as needed:

50% content tweets (cool articles, helpful posts, beautiful images, quotes)

25% professional tweets (book excerpts, deals, product images)

25% personal tweets (jokes, observations)

4) Tweet your best stuff again. And again.

Be sure to tweet your good stuff often. Don’t worry about it being seen by everyone every time. It won’t be. To stand out in the noise you need to put your best foot forward, and sometimes that best foot is wearing an old shoe. Yeah, my metaphors suck today, but I’m still right.

Tip: If you sign up for Twitter ads you can get incredible insights into what tweets get the most engagement.

Track this data and retweet the posts that have legs to them. Logically, you wouldn’t lean on tweets that are based on breaking news too many times. But if you make a funny observation about life, really it’ll never get old!

Sticking to these rules for my Twitter-life has cleared up my head so I can pay attention to work and family and Angry Birds Star Wars.

What do you do to maximize your time-spent:impact ratio?