Kevin Gibbons is the Director of Search at SEOptimise, a UK search engine marketing agency. Follow him at @kevgibbo or visit the SEOptimise blog.

A popular topic at the moment is the increasing importance of Twitter as a marketing and traffic generation tool. In the UK Twitter has been growing rapidly during the last 12 months and many people are now realising that micro-blogging is quickly becoming a very useful social media marketing tactic.

The Power of a Retweet

The following diagram helps to show the potential increase in reach when a message is retweeted:

So when I post a tweet it’s sent out to my 722 followers, if this contains a link it may send a handful of clicks, but this really is just the start of promoting a message. The real value is in the power of a retweet, this can potentially reach a far wider audience if retweeted, then maybe retweeted again and hopefully again.

If a tweet was picked up and retweeted by @problogger, for example, this would reach out to an additional 43,000+ followers, many of which are likely to retweet this themselves and hopefully create a snowball effect of RT messages across Twitter. It may also reach additional highly-followed users, such as Stephen Fry (as shown in the image above), helping to spread your message further. There will almost certainly be an overlap in users receiving tweets/retweets, but this also increases the chances of these users seeing your message as it could have been easily missed first time around.

How to find retweeting followers?

So how do you find new followers to RT your tweet? Firstly you should be tweeting the type of messages which your followers will take notice of. But you can take action to seek out new followers who potentially can help to retweet your messages too.

Bio Search - Find users in your industry by performing a query on Twitter bios on website’s such as Twellow. Also make sure you complete your bio using industry specific keywords to help ensure you get found by people searching for similar users to follow. Plus if you are trying to promote your own content try using the bio search to find bloggers and journalists who may be interested in writing about your latest posts.

Find users who like to RT - For example, if you’re looking to find users who will retweet your messages about SEO why not try searching for “RT SEO”? This will instantly show you users who have recently retweeted messages related to the topics you like to tweet about. These users may become very valuable in order to help spread your tweets to a wider audience.

Location Search - Find local users via an advanced search to help build relationships with Twitter users within your region. Try using top locational ranking tools to find the most powerful users with a specific location.

Analyse your traffic stats - View the full referral URL’s for traffic from Twitter, this way you can find the traffic sent from a user profile page and find the users who send you the most traffic. Make sure you are following these users and interact with them frequently.

Don’t use all 140 characters - Keep your messages as concise as possible, leaving more room for reweets and multiple RT’s without forcing people to edit your original message.

Retweet for others - Once you’ve identified the top users you want to connect with; you need to give them a reason to follow and retweet you. Quality content is key, but it may not be enough to get you noticed in the first place. Make sure you communicate with your targeted users and start retweeting some of their interesting tweets, this will help to improve the chances of getting them to follow you back and start to take notice of your tweets.

So those are my tips, what ideas do you have for increasing the visibility of your Twitter account and tweets?

© 2008 TwiTip Twitter Tips.

by Ryan Barr (@ryanbarr) from SpookyIsMyName

Twitter is considered a micro-blogging service and though its original intention was to allow users to keep friends and co-workers in the loop, it has transformed to a vast social network of its own. For those that aren’t aware, a social network is defined as a group of people or friends that share a common goal or interest. Some users on Twitter find no reason in leaving their little community of friends, family, or office mates; they have little interest in wandering the depths of
the Twitter public in search of new ideas.

It’s quite obvious that you can’t force anyone to follow you nor can you really force anyone to go hunting for new information. You can, however, offer someone the content and dangle it in front of their face like a cruel dog owner and encourage them to click that follow button. Though it seems fool proof, this trick isn’t as rock solid as you may think: you have to actually offer content that is desirable.

Now, how do you offer great content and still keep your Twitter somewhat personal? It is pretty simple: find something you are very interested in or experienced with and start talking about it in most of your tweets. Then, on the side, post about other interesting personal moments in your life such as what fancy meal you are eating, movie you are seeing, or place you are visiting. The less posting about sleep or bathroom trips you take the more likely you are to receive followers.

Great content doesn’t just fall from a tree and into your hands; rather it is your structured ideas that form it. In fact great content can even be hidden behind a boring tweet. For example, take these two tweets I’ve fabricated:

“Just saw a good movie with some friends.”

“Went and saw Taken with a few friends. Great movie, amazing storyline, and tons of action. It is a must see for anyone!”

They both state that I saw a movie, but one is a bit clearer and provides more information. Here are some tips to focus on when structuring your tweets:

• Be clear and concise with your tweets; avoid filler words, slang, or shorthand (unless you really have to cram the words in there). Being able to understand what you are saying is extremely important.
• Remember that Twitter’s character limit is 140 characters. Though it may seem that characters get used up fast, a lot can be said within a tweet.
• Take note of what your followers are interested in: what are they replying to? what is being retweeted the most? what is creating a bang within your network? Knowing what is returning the most allows you to better target your tweets.
• Be consistent and organized. Posting heavily about an interesting topic one day and neglecting it for a week will do you no good if you want to attract followers who are interested in said topic.
• Most Important: Pace yourself! No one is more annoying than someone who hops on Twitter, fills the timeline with tweets, then disappears for some time. Even in a less extreme, no one enjoys someone who posts spontaneously. If you have issues pacing yourself try a service like HootSuite or TweetLater

Some simple tips can return amazing results so don’t let them float past you. Also, when tweeting, remember that retweeting information can do more to help you than hurt you. Many services highlight when people retweet and your users might not have seen that tweet before and could be affected by it themselves. As well, retweeting information can also show users who aren’t following you that you care about that information which could also result in an easy follower.

Now, contrary to what you may believe, it doesn’t end there. What is the point in providing great information to your followers, gauging their reactions, and gathering statistics without putting it all to work? Start or find a blog to post on with your newly discovered information, provide helpful articles or encourage your friends to become a more powerful Twitter user. Don’t let your resources and knowledge go to waste, social networks exist to share information and the more you get involved the more return you will see.

© 2008 TwiTip Twitter Tips.

by Neal Wiser (@nealwiser)

Unless you are a Twitter user who immediately follows everyone who follows you, we have all experienced losing Followers because, for whatever reason, we did not follow them in return. To be sure, deciding when to follow or not follow is not only a personal decision, but one which is driving a growing debate in the Blogosphere. How this debate plays out may have a profound impact on how people use Twitter and how the service will grow in the future.

Although it’s still early in Twitter’s Evolution, the Follow Question is one that has no easy answer. Indeed, deciding whether or not to follow someone is a vexing question for both new and veteran Tweeters alike. The decision ultimately depends on a variety of factors as numerous as there are users of the service and while there isn’t any one right answer, two diametrically opposed positions have emerged. The challenge is that both present valid arguments. For analysis, I call them Reciprocals and Discriminators.

Reciprocals take the view that not only does etiquette require you to return a follow, but reciprocity is the quickest way to increase your Follower numbers. However, as your Followers increase, your timeline can become clogged with superfluous discussions. Even with tools such as TweetDeck, following multiple conversations is not easy.

Discriminators take the opposite view. They feel, among other things, that quality of followers, not quantity is the important factor. Ultimately, the decision depends on one’s reasons and goals for using Twitter, but there are Pros and Cons to each position.

Growing Pains in 140 Characters or Less

Unfortunately, Twitter’s phenomenal growth complicates the situation. As the service attracts more users, some of them will discover new ways in which Twitter can be abused. The recent Twishing schemes and the hijacking of 33 high profile celebrity accounts are recent examples of behavior that may slow Twitter’s growth as users hesitate to join or follow out of fear.

While abuses are inevitable, users are fortunate in one regard; the very paradigm upon which the platform is based Push) places the power of connecting with other users in the hands of the users themselves. In fact, the Push paradigm has allowed Twitter to thrive with only two primary rules:

1. If you like someone, you can follow them.
2. If you don’t like someone, you don’t have to follow them (and they cannot reach you).

To be sure, Twitter is working hard to provide greater security. For example, they have suspended accounts for “suspicious behavior” and offer “protected updates” and blocking; but are these measures enough?

Does Twitter Need More Regulation?

Surely there are those who believe that Twitter needs greater formal regulation. Unfortunately, while security needs to be a top priority, it’s the very newness of the service that makes it hard to determine precisely what to secure against. Until then, users are going to have to use good judgment when deciding to follow someone.

There are ways to follow users without letting them know, but that also begs the question; why follow someone covertly? Even if you have valid reasons for secrecy, this defeats the purpose of social media (If you insist on doing so, one method is to subscribe to the other user’s RSS feed).

My Solution: Managed Reciprocity; a Balanced Approach

I personally find significant value in aspects of both Reciprocal and Discriminator positions, but how does one reconcile where the positions conflict? My solution is a strategy I call Managed Reciprocity.

Managed Reciprocity allows me to balance aspects of the two positions in a way that allows me to get the most out of Twitter and the relationships I forge there (individual results may vary). In short, it lets me maximize my relationships with my Followers by allowing me to better manage their expectations as both their numbers, and the numbers of their Tweets, increase. In order to get the maximum benefit of Managed Reciprocity, I have developed the following Guidelines:

Managed Reciprocity Guidelines

1. Know Your Goals: Twitter is a powerful tool that can provide you access to a world of wonderful benefits. From networking to participating in stimulating conversations to just having fun and making new friends, Twitter is better if you begin with a goal in mind. My goals are as follows (this order is constantly changing):

• Network
• Look for opportunities to help and mentor others
• Look for business opportunities
• Learn and grow both professionally and personally
• Make new friends
• Have fun

2. Have a Plan: In order to achieve your Twitter goals, you need to think about what Strategy and Tactics you will use to reach them. My strategy evolved from how I already use Twitter.

• My Strategy: I use Twitter to scan what I call the “Buzz Layer” for conversations I can participate in and/or to create opportunities to start conversations (subscribe to my blog’s RSS feed at nealwiser.com for forthcoming posts about the “Buzz Layer”). I also use it for discovering interesting information, learning about breaking news and developing relationships with my peers.
• My Tactics: Any strategy is useless without planning the steps to take in order to achieve your goals. Effective tactics will allow you to:
• Select the Tools that are right for you (see below).
• Measure your progress reaching your goals.
• Manage Your Time (Twitter can be an incredible time sink).
• Maximize ROI (as in, making sure you use Twitter efficiently, not necessarily a financial return, although that will come soon).

3. Choose Your Tools: To effectively execute a strategy, you not only need the right tools, but to understand why you need those tools and what those tools can do for you. Fortunately, there are literally hundreds of third party apps and services to choose from. For more information; two great resources are Twitdom and (Twitter Fan Wiki). Be sure to do your research; read reviews and ask other Twitter users what they use. While I am constantly experimenting with new tools, here is my Primary Toolset:

• TweetDeck: This is a Twitter Management application for the desktop. Even in its first generation it’s surprisingly effective and easy to use. As of this writing (January 2009), Iain Dodsworth, the creator of TweetDeck, just received venture financing, so we can expect to have significant and much needed improvements soon. I use TweetDeck to filter my “TweetStream.” I have one column that accepts all of my Followers Tweets, and other columns with various filters and groups. I also regularly dip into the general stream just to see if I’m missing anything and to look for interesting voices.
• Tweetie: Tweetie is an iPhone app that is as inexpensive as it is easy to use. It was also just updated with improvements to its functionality (including one questionable feature). For the mobile Tweeter, Tweetie is indispensable.
• SocialToo: This is a new web-based service that provides survey tools (a popular and useful Twitter activity) and reports on changes in follower numbers and sends you a daily email listing all your new Followers and who has stopped following you.
• Twitter Search:A fast and efficient Twitter search engine.
• Friend or Follow: A nice interface helps you see who is and isn’t following you and whom you are following.
• TweetStats: Offers excellent analysis tools to help you understand how you use Twitter.

4. Create and Post your Following Policy: Now that people are using multiple social networks, the time has come to let people know how you use each one and what your Followers, Friends, etc. can expect from following you. Your Followers have expectations too and they deserve to know if you are worth following. By presenting them with your Following Policy, you can better manage those expectations and thus the relationship. After all, having a fulfilling relationship with your Followers is what Twitter’s all about. The following are things to keep in mind when creating your own Following Policy:

• Transparency: I have no secret Twitter agenda and neither should you. Be honest about what you want and expect to get out of Twitter and you will have a more fulfilling experience.
• Length: Keep your policies short and to the point or else no one will read it.
• Managing Expectations: Let your Followers know exactly what they can expect from you. It will go a long way to keeping them happy.
• Accessibility: Post your policy on your blog, Facebook profile, or wherever you call home on the web. Also, put a link to it on your Twitter page, but you probably don’t want to post the entire policy there. Twitter can cover parts of your profile under different screen resolutions.
• Honesty is the Best Policy: Follow your own Policy. Don’t deviate without a really, really good reason because if your Followers notice, and they will, you will lose friends. Note that I do mean friends, not just your total number of Followers, although that will happen too.
• Include a Disclaimer: At some point, you may need to update your Policy. Include a short note explaining that this may happen.

My Following Policy

I established this Following Policy so that my Followers can clearly understand how, when and why I may or may not follow them back, and how quickly they can expect me to start following. To be sure, this is not my entire process. When I learn that someone is following me I usually do things like look at their Profile page, review some of their comments and Favorites, and look at who they follow and who is following them.

I highly recommend that all Twitter users adopt policies of their own. I believe it will help reduce churn and make Twittering a better experience for all.

That’s it. It’s helped me and I hope it helps you too. I look forward to reading your Comments.

References and Further Reading (in no particular order):

• Micah Baldwin: 6 Reasons Why I Unfollowed You on Twitter
• Louis Gray: SocialToo Helps Prevent You From Auto-Following Spammers
• Social Too: Fight Twitter Spam With Unfollow Filters
• Mack Collier: This is why the ‘authority matters’ argument is total BS
• Mack Collier:How I got a gazillion blog subscribers and thousands of Twitter followers
• cnet.com: Why you should follow everyone who follows you on Twitter
• techwag.com: Why you should NOT follow everyone who links to you on Twitter
• How I Follow People on Twitter
• Robert Scoble: The Secret to Twitter
• Jennifer Slegg: Why people you follow on Twitter don’t follow you back
• Dare Obasanjo: Is “Follow” A Core Web 2.0 Pattern?
• Ed Dale: Follow You - Follow Me Revisited
• Follow Back: How I Choose Who to Follow on Twitter

© 2008 TwiTip Twitter Tips.

‘How do I get followers on Twitter?’ - it’s a question it seems everyone is asking. In this post Jo-Lynne (follow her at @dcrmom) shares some tips on being the kind of Twitter users people want to follow.

Hi. I’m Jo-Lynne and I’m a Twitteraholic. Yes, I’m unashamedly and unapologetically addicted to Twitter. I use Twitter to build relationships, to keep connected to the outside world, to distract me from the housework, and to find articles and information that I wouldn’t discover otherwise. I choose carefully whom I follow on Twitter. As with any other social network, there are ways to grow your community. In Twitter-speak, this means to gain followers. I’ve put together this list based on the characteristics of the people I most enjoy following on Twitter.

1) Be Interesting

It’s fine to announce what you’re doing and thinking and what you had for lunch, as long as you do it in a way that is entertaining to your followers. Twitter is micro-blogging, and like on your blog, if all you do is give a play-by-play of your mundane daily happenings, you will lose followers. The people I enjoy following find a way to make me smile with their quips and one-liners, even if they are just informing me what they had for breakfast. Here are a couple of examples from the past few days.

@subdiva could have said, “Packing to go to Disney tonight!” but instead she wrote: “Packing up to ring in the New Year on the happiest place on earth. No, not the wine store…”

@rocksinmydryer could have said, “I hate dieting” but instead she wrote: “May I just say, for the record, that PORTION CONTROL STINKS? Thank you, that is all.”

Of course not everything you post has to be clever, but if you’re just sharing your thoughts and happenings, try to make it worth reading.

2) Be Informative

Not every tweet should answer the question, “What are you doing right now?” If you are going to participate in the Twitter community, you need to give something back. I love it when people post links to helpful articles or leave bits of advice and information. Post whatever comes naturally to you. @skinnyjeans reminds her followers every day to get up and drink a glass of water and gives us a much-needed pep talk in the middle of the afternoon. I love this! @problogger always links to the articles he is reading, and I have found lots of new bloggers to follow this way. Not all helpful information has to be your own. If you see a good tweet, do a “retweet” so your followers can get the benefit of the information that is being shared.

3) Be Interactive

Don’t be a “hit and run” tweeter! In other words, don’t just log into Twitter to tell people what you are doing or link to your post and then leave. Respond to tweets, ask questions, answer questions. Twitter is a conversation, not a monologue, and the more you participate, the more you will get out of it, and the faster your community will grow.

4) Be Promotional

Yes, it’s okay to promote your own work, as long as it’s not all self-promotion, all the time. I love it when people link to their recent posts on Twitter. I almost always follow the links, especially when it’s done in a thoughtful way. I can’t always log in to my feed reader and catch up on my favorite bloggers, but for some reason, if they post a link in Twitter, I usually take the time to follow it, especially when they introduce the link in a thoughtful and interesting way. Which brings me to my next point.

5) Be Personal

For a while I used a plugin that automatically tweets a link to every new post I write, but I have turned off that feature and opted, instead, to write a more thoughtful introduction to the link I’m sharing. Maybe ask a question, or make a comment or introduce the link in a way that pertains to the subject of the post. No one likes to feel that they are getting spammed. And they are more likely to read it if you make it sound like it will be interesting or helpful. Don’t, however, be tempted to use the old bait and switch tactic to get readers to follow your link. They will wise up and you will find yourself unfollowed.

And while we’re at it, TURN THE ROBOTS OFF. It’s impersonal and insulting. I unfollow and block people who use automated responses. Period. The end.

6) Be Considerate

This is definitely a case of “do as I say, not as I do” because I KNOW I am so totally guilty of this. And yet, it bears mentioning because it really does get annoying, at least when other people do it. Sometimes we get into so many conversations or we have so much we want to share that we find ourselves clogging the Twittersphere with a long series of tweets. This is annoying. I won’t promise never to do it again, but it’s something to keep in mind. If you find yourself going back and forth in conversation with one person, it’s time to take the conversation to Direct Messages. Or email. Or text. Or, gasp, the phone. Believe it or not, some people DO still use the telephone.

7) Find a balance.

Finally, balance all of the above. If all you do is promote yourself, people will tire of you. NO ONE is that important. If all you do is update your daily happenings but never respond to others or give anything back, people will tire of you. NO ONE is that interesting. Balance is key.

© 2008 TwiTip Twitter Tips.