Message Content1. Know your audience, and send meaningful messages that match user expectations2. Focus on one topic or subject per message3. Utilize the small space by writing concise messages4. Keep tweets below 130 characters5. Place information-carrying words at the beginning of the message6. Don’t repeat your company, organization, or username in the message7. Provide essential details in the message8. When possible, link to additional content within the social network rather than on another site9. When appropriate, link to more details on an external site10. Link to other reputable sources, not just your own site11. Don’t send dead end messages12. Clearly describe where a link will take users13. Use short, readable links14. When appropriate, provide a hyperlinked page title, short summary, and associated image with the link for additional details15. Make sure the pages the posting leads to have unique and descriptive page titles and images, followed by content written in the inverted pyramid style16. Consider creating multiple profiles or accounts, such as for various geographic areas, to help target information17. Vary the messages sent on different social networks18. Don’t post Twitter messages on Facebook, especially if they contain Twitter lingo19. Send unique messages20. Be careful when sending out messages that build upon one another21. Avoid posting information that’s only valuable to staff or employees22. Vary the types of information you send23. Use videos to provide supplemental information, but provide essential information in text24. Accurately describe video contents25. Don’t overuse videos26. Provide valuable advertisements, deals, and specials if users expect them27. When advertising or promoting, be discrete28. Alternate sales and promotional messages with informational messages29. Avoid strange characters or strings of characters30. Proofread your messages for spelling and grammatical errors31. To draw attention or create emphasis, write keywords in all capsMessage Frequency and Timing32. Send messages regularly. Base message frequency on how often you can provide unique, compelling, timely content33. Allocate appropriate resources to send regular messages34. Don’t send messages too frequently35. If possible, send messages on with a consistent frequency36. Send timely messages37. Send messages at the time of day when users are likely to access social networks38. Consider posting some messages on the weekendVoice and Tone39. Have a voice and personality that is appropriate for your company or organization40. Be conversational and informal41. Make sure informal updates or messages contain some information of value42. Use “we” and “our” in messages to convey the messages come from the company, rather than an individual at the company43. Be careful with humor44. Write messages in title case or sentence case45. Don’t use shorthand or abbreviations for words46. Don’t “sign” messages47. Only “retweet” messages on Twitter that match your company or organization’s voice and toneEngaging Followers and Facilitating Discussion48. Engage in a two-way conversation49. Respond to questions from followers and fans within 24 hours50. Monitor what Twitter users are saying about you51. Be selective in what you respond to52. Be careful with replying to followers on Twitter. Users don’t have the context of the discussion53. Solicit feedback or information from followers when appropriate54. Don’t ask for input or suggestions on something you are considered an expert on55. Be careful with posting user-generated content56. Be a thought leaderProfile Information and Design57. Include your company or organization name in your username58. If possible, use a short, concise username59. Use your official name on your profile page, especially if you use an acronym or unofficial name as your username60. Use title case for your company or organization name61. Include a brief mission statement or summary of what you do in your profile62. Include a URL to a relevant page or website63. On Twitter, use a short URL that will show fully in the available space on the profile page (if possible)64. If an individual or team provides the messages, identify them by first name, last name, and job title65. Avoid associating your company or organization with an age or gender66. Choose a meaningful and eye-catching profile picture67. Choose one icon or picture for a profile picture68. Only use an image of a person as your profile picture to represent a company or organization if the individual is very well-known and recognizable69. Create a profile design that matches your brand70. If you have a presence on Facebook, create an official fan page71. Use a short, readable, and predictable URL for your page on social network sitesBuilding a Following and Promoting a Social Network Presence72. Accept friend requests within 24 hours73. Try to attract a high number of followers, fans, and friends74. Follow your followers on Twitter75. Follow, friend, or become fans of reputable companies and organizations76. Place links to follow your company or organization on social networks on your homepage or within your footer navigation77. Pair calls to action on your homepage or within your footer navigation with appropriate logos78. Place links to social network content within the main site navigation79. Include a page on your site dedicated your company’s presence on social networks80. Explain the types of information users will receive through social networks81. Ensure that searches for social networking related terms return the page describing your presence on social networks82. Provide information about your social network presence in email correspondence, especially newsletters83. Place information about your presence on social networks on purchase confirmation pages84. Occasionally mention your presence on social networks through your messages85. If your social network presence can no longer be supported, provide details on how users can continue to receive information
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