By Marija on June 24th, 2012
1) How does your business benefit from using Twitter?
There are many ways that our business benefits from the use of Twitter, but some of the leading benefits include:
- The ability to spot trends through hash tags, trending topics and by watching conversation.
- By following key media personalities, we frequently land stories through Twitter conversations – these would be missed opportunities if we were not participating in this space.
- The opportunity to further connect with our clients, giving us a deeper understanding of what’s happening day-to-day in their companies and greater insight into their tone.
- Twitter has enabled us to build a community of support that gets excited about our major announcements and helps us to spread information about everything from client projects to hiring announcements.
2) Do you have some specific examples you can share with us?
We recently had an article appear on Yahoo! Pets about our client, The Honest Kitchen, which is the only human-grade pet food company in the country. The entire story was landed, interview scheduled, and follow up shared via Twitter because of a tweet I spotted from a blogger I knew. This is one of many examples – we have at least a handful of stories landed every month from Twitter conversations. Additionally, our most recent hire in our San Diego office was someone who spotted a tweet I posted about the opening. She wasn’t job hunting at the time and may have never been in touch with us otherwise. We are using the platform right now to hire for a position in our LA office, as well as interns in both cities.
3) What do you tweet and how often do you do it?
I probably tweet 10-20 times a day on average. I tweet about everything relating to our business – food, apparel, social good, PR, marketing, business tips, etc. – as well as things that inspire me, whether it’s a beautiful hike, a great piece of art, a stunning shoe, a great meal, a moving cause or any of life’s simple pleasures.
4) How has your Twitter strategy evolved?
I constantly learn things about what gets our followers excited. As time goes on, I have learned what types of stories or posts will stir up a conversation – and that any photos I post of my dog are sure to be a hit!
5) What advice do you have for entrepreneurs who are trying to find the ROI in Twitter?
I think the question to ask isn’t “What is the ROI of participating on Twitter?” as much as it is “What is the cost of not participating on Twitter?” There are endless prospects for connections, conversations, knowledge sharing, etc. that become missed opportunities if you’re not involved. In my opinion, being knowledgeable and engaged on Twitter is as vital to my role as a CEO as reading the newspaper every day and holding regular meetings with my team.
Also, do it yourself – don’t hire someone else to do it for you or pass it off to a junior-level person in your company. I know what it’s like to be busy – I often have 12-15-hour work days, but I still find time for this. Some of the most powerful CEOs in the country – and, arguably, the busiest – find time for Twitter. If Richard Branson, Martha Stewart, Tony Hsieh, Jacqueline Novogratz, Guy Kawasaki, Bill Gates and Pete Cashmore can find time, so can you.
About Danielle Gano:
Danielle is a strategist by trade, an explorer by nature, a socialite at times and a nerd at heart. She enjoys discovering the intricacies of communication and the various means through which she can tell the story of a brand, a person or a company. Having practiced ballet for the first half of her life and minored in art history, she has a genuine passion for all that is artistic and a knack for discovering the creative side to any organization. She has successfully landed placements for clients in such media outlets as the Wall Street Journal, New York Times, USA Today, San Francisco Chronicle, LA Times, People, NYLON, Oprah and Friends, Good Morning America and Wired Magazine. Nonetheless, she never ignores an opportunity to work with a niche blog or independent media outlet, always keeping results-driven strategies top of mind. Danielle received her Bachelor’s Degree in communications from San Diego State University in 2006 and her Masters in Business Administration from National University in 2008.
Tags: blogger, business benefit, business benefits, business food, business tips, client projects, conversations, deeper understanding, handful, hash, honest kitchen, interns, job hunting, key media, media personalities, pet food company, pr experts, pr marketing, tweet, Twitter