Mastering the Art of Conversation on Twitter


Amy Gilmer

Ask any PR pro how to approach social media and the response will often be to act as if you are attending a cocktail party—be conversational. If you want to be the hit of the party, Stella & Dot's social media manager Amy Gilmer recommends this cocktail for success: Begin with a mixture of setting goals and objectives and add a splash of personality. Gilmer will share more tips on building a Twitter following at PR News' Big 3 Conference on August 9 in San Francisco.

PR News: How would you describe your content strategy?


Amy Gilmer: Our content strategy is closely aligned with our organizational goals. When first determining our social content strategy, we incorporated content that speaks to all our primary business objectives in a way that translates well to social media. Next, we assigned the percentage of content that should be associated with each area based on importance. Knowing that social media is always changing and shifting, we revisit this on a regular basis and reevaluate based on what our community is most responsive to and what generates the best results. Also, because social media is in real time, we account for last minute press or other breaking news, and allow for flexibility to keep current and nimble.



PR News: What are the business objectives for your activity on Twitter?


Gilmer: We devote time and energy to Twitter to help us build brand awareness, share our brand messages in an interactive setting and cultivate brand evangelists. We share bits of information on a daily basis, but we also like to engage with our followers by initiating conversation with followers and responding to questions, comments, complaints and kudos. Twitter is also a place that some of our Stylist force use for customer service purposes and we like to be able to provide a real time response in this space.



PR News: What are some tactics to help your tweets stand out in a crowded Twitter feed?

Gilmer: To stand out as a brand on Twitter, you should show some personality. Don't be afraid to have a sense or humor or wit, people like this. Just make sure it feels right and can lend itself to your brand personality. Also, actively engage with users who are talking about your brand, where appropriate. Create ways to recognize your followers, say thank you to people who are giving you kudos and correct situations when there are problems.

PR News: What’s the one key tip you’ll offer attendees of the Big 3 Conference on August 9?

Gilmer: Engage in hashtags. Take advantage and utilize existing hashtags where applicable (i.e. Use #WineWednesday if you are a wine brand). Also create your own and promote it. Hashtags are the best way to identify conversations, and also serve other purposes such as hosting live chats and sweepstakes.

Attend PR News' Big 3 Conference on August 9 in San Francisco and learn more from social media leaders like Amy Gilmer.

Follow Regina D'Alesio, @reginadalesio




Comments Off

Deals of the Week

Get $150 Off PR News' Social Media 20/20 Summit

PRN_summit_ads_175x135_ep

This gathering will feature some key influencers and operators in social media, sharing their knowledge and experience in a full day of eye-opening sessions. You will take away practical knowledge to increase the visibility of your brand and expand its reach on social media.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook

book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.