{"id":72075,"date":"2010-06-01T13:20:00","date_gmt":"2010-06-01T20:20:00","guid":{"rendered":"http:\/\/customerthink.com\/what_can_we_learn_from_guy_kawasaki_about_twitter_content_strategy\/"},"modified":"2010-06-01T13:20:00","modified_gmt":"2010-06-01T20:20:00","slug":"what_can_we_learn_from_guy_kawasaki_about_twitter_content_strategy","status":"publish","type":"post","link":"https:\/\/customerthink.com\/what_can_we_learn_from_guy_kawasaki_about_twitter_content_strategy\/","title":{"rendered":"What can we learn from Guy Kawasaki about Twitter content strategy?"},"content":{"rendered":"<p><imgx style=\"float:left; margin-right: 10px\" src=\"http:\/\/scrmworld.com\/wp-content\/uploads\/2010\/06\/online-news-300x246.jpg\" width=\"250\"><\/imgx><\/p>\n<p>I&#8217;ve been doing number of workshops on how to use Twitter for business. Each time I had to go into lengthy overview of different content types and twitter content strategies.<\/p>\n<p>Here is a quick overview of my thoughts on this subject.<\/p>\n<p><strong>What is Content Strategy?<\/strong><\/p>\n<p>Content strategy includes the following stages:<\/p>\n<ul>\n<li>Planning (business goals, target audience, type and sources of content, frequency of distribution, etc);<\/li>\n<li>Content creation (tools, processes, methods);<\/li>\n<li>Publication (tools, processes, methods);<\/li>\n<li>Analysis\/Governance (usefulness, relevance, etc..)<\/li>\n<\/ul>\n<p>Let&#8217;s look at major <strong>Twitter content types<\/strong>.<\/p>\n<ul>\n<li>&#8220;Meforming&#8221; [term introduced by <a href=\"http:\/\/blog.guykawasaki.com\/\">Guy Kawasaki<\/a>] &ndash; you telling us where you are, what you eat, who are you with, etc..<\/li>\n<li>News\/articles sharing &ndash; you including a link to a news story you liked;<\/li>\n<li>Event announcements;<\/li>\n<li>How to questions\/complains;<\/li>\n<li>You responding, commenting on someone else&#8217;s content.<\/li>\n<\/ul>\n<p>Here is a random snapshot of my twitter stream:<\/p>\n<p><a href=\"http:\/\/scrmworld.com\/wp-content\/uploads\/2010\/06\/Twitter-content.jpg\"><imgx class=\"alignnone size-medium wp-image-1328\" title=\"Twitter content\" src=\"http:\/\/scrmworld.com\/wp-content\/uploads\/2010\/06\/Twitter-content-147x300.jpg\" alt=\"\" width=\"147\" height=\"300\"><\/imgx><\/a><\/p>\n<p>Out of 8 tweets, 6 contain shared links, 1 event announcement, 1 how to question. Based on my observations, about 75%-80% of all tweets contain links or belong to news\/article sharing category. This is very important to understand. It means that people mostly use Twitter to share an interesting content they found elsewhere or on Twitter.<\/p>\n<p>And now we come to an interesting question that I am sure will generate good discussions: does it make sense to automate some of content discovery and delivery processes on Twitter channel?<\/p>\n<p>The answer from Guy Kawasaki is very loud and clear &ndash; YES, it does make sense to do this. He is using a combination of Alltop [content aggregation and discovery tool] with ObjectiveMarketer [content delivery service] to populate his twitter updates. He is also a strong proponent of repeated content delivery &ndash; each of his tweets gets repeated 4 times at a different time intervals.<\/p>\n<p>My personal Twitter content strategy is different for each Twitter account I manage: some of them I run in 100% automated manner, for some I use a combination of automated and manual content delivery services. How did I decide which strategy to use? Based on the business goals for each Twitter account. [see content strategy stages above].<\/p>\n<p>How about you? Do you have Twitter content strategy? Does it work for you? Does it meet your business and personal goals?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I&#8217;ve been doing number of workshops on how to use Twitter for business. Each time I had to go into lengthy overview of different content types and twitter content strategies. Here is a quick overview of my thoughts on this subject. What is Content Strategy? Content strategy includes the following stages: Planning (business goals, target [&hellip;]<\/p>\n","protected":false},"author":6947,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[128,14,101],"tags":[],"_links":{"self":[{"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/posts\/72075"}],"collection":[{"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/users\/6947"}],"replies":[{"embeddable":true,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/comments?post=72075"}],"version-history":[{"count":0,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/posts\/72075\/revisions"}],"wp:attachment":[{"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/media?parent=72075"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/categories?post=72075"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/tags?post=72075"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}