- Infographic: Holiday shopping on Twitter
- 4 things to Tweet about this Halloween
- 5 influencer marketing myths holding your growth strategy back
- What businesses around the world can learn from Japan
- Device and conquer: Global consumers let their fingers do the shopping
- 5 ways marketers are building better brands
- 5 ways to increase your Tweet engagements with emojis
- 4 steps that drive success with personal branding
- How to create and use hashtags
- How valuable are your followers?
- 3 ways to tap into trending topics on Twitter
- How to: Advanced search on Twitter
- How Quick Promote can get you noticed on Twitter
- See successful followers campaigns
- Top hashtags and keywords to use for Halloween
- 4 ways businesses can use Twitter Polls
- How to get your Twitter profile ready for the holidays
- The holiday marketing calendar you need
- How a retail company increased holiday sales with Twitter
- Have your holiday questions answered by the experts
- How a startup found success with Twitter Ads
- 6 things to Tweet about this Thanksgiving
- What to Tweet about this fall
- How to use Twitter to increase foot traffic
- How to prepare your business for Cyber Monday
- How to tap into mobile trends and increase in-store holiday purchases
- How to create stand-out Twitter Ads this holiday season
- Small Business Saturday checklist: How to get your business ready
- Top hashtags and keywords to use for Thanksgiving 2016
- The top 10 trends driving marketing in 2017
- See how to reply to customers on Twitter
- #TweetHour recap: How to stand out during the holidays
- What to Tweet this winter holiday season
- How to: Make a Twitter Moment that shows off your year
- 5 tips to make your holiday promotions stand out
- How to incorporate video into your content strategy
- See how to Tweet about gift giving holidays
- Recap: Twitter Ads experts answer your campaign questions
- Top hashtags and keywords to use to bring in 2017
- 4 ways to use the New Year to promote your business
- Our favorite articles of 2016
- 10 tips for choosing the best graphic designer
- 3 ways to create a consistent visual brand on Twitter
- 10 tips for launching your first mobile app marketing campaign
- How to plan for success in 2017
- Periscope tips: a conversation with @BoopFashionista
- 5 ways to step up your brand in 2017
- How to do influencer marketing right in 2017
- Customer journey mapping: What you must know
- The secret to more effective paid campaigns? Better organic content.
- How to manage your Twitter Ads campaigns with Flightly
- February lineup: Your essential marketing calendar for the month
- #TweetHour recap: Building your personal brand
- What to Tweet this Valentine's Day
- 4 do's and don't's of Twitter images
- Want to build strong influencer relationships? Focus on ease and value
- Top hashtags and keywords to use for Valentine's Day
- Tips for entrepreneurs: A conversation with Larry Kim
- Courting an influencer
- 8 ways to energize your B2B content marketing strategy
- Interviewing marketing freelancers? Ask these 6 questions
- March lineup: Key dates to help plan your marketing campaigns
- Hidden Twitter tricks from a social media manager: the media library
- How brands can reach a second screen audience
- Meet the awareness campaign
- 6 things to Tweet this spring
- Spring clean your Twitter profile
- How better quality whitepapers can improve lead generation
- Top hashtags and keywords to use this spring
- It's now easier to manage the payments and billing of your Twitter Ads
- 5 Periscope tips for your brand
- #TweetHour recap: How to leverage influencer marketing trends
- How to use Tweet threads
- 5 tips for writing effective Twitter Ads copy
- How to use Periscope 360 for your brand
- How to spread your message with the awareness objective
- April lineup: Key dates to help plan your marketing campaigns
- 5 things to Tweet this Easter
- How to create evergreen content with lasting engagement
- What micro-influencers can do for your brand
- The psychology of shareable content
- Top hashtags and keyword to use for Easter
- 7 tricks to produce content on a budget
- Data-driven tips for B2B marketers on Twitter
- What is relationship marketing?
- Mobile shopping doesn't mean skipping the store
- Content marketing myths that businesses need to stop believing
- How to fill holes in your content calendar
- Are you ready to handle your next company crisis on Twitter?
- Who to follow for National Small Business Week
- Is your marketing strategy protected against changing buyer behavior?
- 6 articles to help you craft your Twitter strategy
- How to start a content marketing campaign with no money
- How to make announcements on Twitter that build engagement
- Twitter named one of the top trusted brands for social and digital marketing
- May lineup: Key dates to help plan your marketing campaigns
- 4 must-read articles for lean marketing teams
- What you can learn from your agency's social media feed
- 4 articles to help your brand succeed with smart design
- 5 things to Tweet this Mother's Day
- Top hashtags and keywords to use for Mother's Day
- 6 things to Tweet when attending a conference
- How to choose your hero stat
- Why goals matter to influencer marketing success
- 5 interesting ways to share your brand story
- 5 tips for more effective influencer marketing
- 5 things to Tweet this June
- Why you should focus on native and video advertising
- 7 tips for creating engaging content every day
- Before you hire a video production team, answer these important questions
- June lineup: Key dates to help plan your marketing campaigns
- Top hashtags and keywords to use this June
- Hidden Twitter tricks from a social media manager: Tweet scheduling
- 3 ways brands can harness video on Twitter
- How to use Twitter analytics to plan more impactful Tweets
- 5 things to Tweet this Father's Day
- 5 tips for responding to customer mentions on Twitter
- Is your company giving video the love it deserves?
- Top hashtags and keywords to use for Father's Day
- What people want out of video content
- 3 ways to incorporate video into your everyday content
- Brand yourself — personal branding for business owners
- #TweetHour recap: How to incorporate video on Twitter
- 3 data-driven, engagement boosting ideas for lifestyle brands
- Need Tweet ideas? Here are 6 things to Tweet this July
- Repurposing your influencer marketing content for maximum value
- 5 data-driven tips for scroll stopping video
- Short video content: Creating a strategy for snackable videos
- July lineup: Key dates to help plan your marketing campaigns
- Top hashtags and keywords to use this July
- #TweetHour recap: How to produce engaging video
- Video success story: MailChimp
- Need blog post ideas for your business?
- Creative, less-than-obvious ideas to promote your whitepaper on Twitter
- 3 reasons videos capture Twitter's mobile audience
- How do I create a blog editorial calendar that works?
- How to tighten up your content marketing strategy during a slow summer
- How to improve your Direct Message conversations with customers
- 7 articles to help you craft the perfect Twitter Video strategy
- How ClassPass does customer service replies
- 7 blog post ideas that will engage your readers every time
- August lineup: Key dates to help plan your marketing campaigns
- 6 tips for nailing your chatbot content strategy
- How to create personas and map content to the buyer journey
- 6 PR trends to check out in 2018
- 5 demand generation problems B2B marketers should be prepared for
- Organize your Twitter strategy around content pillars
- Artificial Intelligence: Terms marketers need to know
- Get help with Twitter Ads
- How often should I publish content? Content marketers on their cadences
- How to promote your Twitter chat
- 5 Twitter content formats that influence purchase behavior
- Customer care: 7 ways to provide stellar customer service on social media
- September lineup: Key dates for Twitter marketers
- Defining your brand voice with Tweets
- Q&A: HelloFresh's Sr. Social Media Manager shares tips on developing your social strategy
- 10 creative ways to repurpose your data visualizations
- August roundup: Creative Tweet examples and marketing campaigns
- The dos and don’ts of hashtags
- Email marketing strategies to drive ROI
- How to align Twitter content to your marketing objectives
- A thank you to our community
- Q&A: How fashion start-up Rothy's uses Twitter to drive brand awareness
- How to say more with short Tweets
- 3 reasons content is still king in the age of influencer marketing
- Get to know your followers with Twitter audience insights
- The 6 essential elements of an effective marketing strategy
- October lineup: Key dates for Twitter marketers
- Everything you need to know about Twitter Moments
- 3 ways to build a brand narrative with short-form content
- September roundup: Creative Tweet examples and marketing campaigns
- 7 key steps to choosing the right social media influencer
- Q&A: How Sticker Mule creates Tweets that drive engagement
- The most important media and PR trends for 2018
- How to build an editorial calendar that gets results
- 5 brands that created Tweets for omni-channel marketing campaigns
- How to use GIFs to strengthen your brand
- 9 ways to turn ebooks into fresh content
- 3 things to consider when planning your 2018 ad budget
- Create a successful content marketing strategy
- Do you have a goal for your marketing email
- 5 effective ways conference presenters can use Twitter
- Content Marketing Institute shares blogging tips for B2B marketers
- Q&A: How InVision uses Twitter Ads for event marketing
- 7 ways to create Tweets that support your omni-channel marketing
- November lineup: Key dates for Twitter marketers
- The pros and cons of AI in marketing
- The state of B2B content marketing 2018: Top stats and takeaways
- The power of branded illustrations and animation in content marketing
- 3 ways your brand can start leveraging Video Website Cards
- Creative roundup: Standout video campaigns from brands on Twitter
- Buffer shares how the role of a social media manager is evolving
- Budget series pt. 1: How to determine your paid social media budget for 2018
- Q&A: How a mobile app increases downloads with Twitter Ads
- 6 tips for a successful 2018 content strategy
- Gated vs. ungated: What content marketing pieces generate leads?
- Small Business Saturday 2017 checklist: 4 ways to get your business ready
- How to use content marketing tactics for internal communications
- Introducing Twitter Promote Mode
- 6 things you need to know to craft a compelling client Twitter strategy
- Learn how to create better Tweets with the Twitter Assistant
- Public relations trends: PR with visuals
- 2018 marketing predictions from the C-Suite
- Budget series pt. 2: How to allocate your paid social budget
- Simply Measured shares their social media listening tips
Q&A: The marketing team behind @SimonBooks shares tips on creating impactful organic and paid content
Arrow down icon
- How to split the workload with your creative content agency
- December lineup: Key dates for Twitter marketers
- Budget series pt. 3: How to ask for more paid social budget
- How to encourage user-generated content for your brand on Twitter
- 4 tips for providing effective customer support on Twitter
- 4 recurring hashtag trends that will make your Tweets more impactful
- 7 ways to maximize your online marketing budget
- How to get the most ROI from your branded content
- 5 brands that effectively use Twitter share their tips
- The secret to an effective hashtag campaign
- How to prove your content marketing success to your boss
- 5 articles to help your brand craft a 2018 marketing strategy
- 4 ways to build your thought leadership influence on Twitter
- UX and SEO best practices for multimedia content
- Evernote shares tips for getting organized in the new year
- Is your content creating the emotional connection your audience needs?
- January 2018 lineup: Key dates for Twitter marketers
- Q&A: How B2B brand Airtable sees success on Twitter
- Boost your website traffic with these 3 social media tips
- Insider tips for creating a Twitter marketing strategy
- 7 useful insights you can learn from Twitter analytics
- 6 ways social media managers can deliver a great Twitter experience
- 7 research-backed ways to connect with Gen Z on Twitter
- How to measure demand generation: 13 expert tips
- February 2018 lineup: Key dates for Twitter marketers
- How to use social listening to leverage customer conversations
- Beyond vanity metrics: 4 ways to track how your Tweets are performing
- How to measure brand awareness: 4 key steps
- Q&A: A CMO's insight on using Twitter for establishing thought leadership
- Branding and brand marketing, defined
- AI is changing marketing as we know it, and that's a good thing
- Millennials, AI and transparency: 10 predictions for 2018
- 6 ways marketers can use Twitter Polls
- 5 marketing metrics that don't mean what you think they do
- How a competitive audit can give your brand a leg up
- Creative roundup: Examples of brands using 280 character Tweets
- How Tweeting can help you write better blog posts
- March 2018 lineup: Key dates for Twitter marketers
- Q&A: Justworks' Social Media Manager shares tips on creating a B2B social strategy
- 12 things you need to craft a content strategy that really works
- 4 tips for creating consumer-centric content
- How to use competitive intel to make your Twitter account stand out
- 4 tips for brands Tweeting during major live events
- Q&A: DoorDash's Social Media Manager shares his Twitter tips
- Guest posting 101: Why guest posting is one of the best blogger outreach practices to use
- 4 ways authenticity can upgrade your content marketing
- 3 ways healthcare brands use Twitter to improve health
- How to find a balance between quality and quantity in content marketing
- Getting started with Twitter Ads: 3 questions to consider
- Are your social campaigns infused with a brand persona?
- Use word-of-mouth data to drive creative content campaigns
- When content marketing turns smart: How data can help creativity
- 3 ways to ensure the long-term success of your content marketing strategy
- April 2018 lineup: Key dates for Twitter marketers
- Creative roundup: 4 brands that take Twitter customer service to the next level
- The 7 biggest secrets of social media influencers
- A journalist's 12 tips to writing content
- Make it live, make it lively: How Periscope powers brands
- How agency Bloomerang Solutions expanded its services with Sprout Social Chatbots
- How to get started with data-driven storytelling
- How to use Twitter for social selling
- 5 standout examples of agencies on Twitter
- How to develop a Direct Message strategy to connect with customers
- Q&A: UK publisher Pan Macmillan shares their Twitter Ads tips
- May 2018 lineup: Key dates for Twitter marketers
- 5 ways to use video to have conversations
- Creative roundup: UK brands on Twitter
- Q&A: Creative agency NAIL shares their Twitter tips
- Tips on writing for email vs. writing for social media
- 7 tips for a kickoff meeting with your remote agency
- What to Tweet: 6 ways to get unstuck when you're out of Tweet ideas
- Guide: How to create a social media crisis management plan
- Creative roundup: 6 ways brands use Twitter for HR and recruiting
- How to use event targeting on Twitter
- June 2018 lineup: Key dates for Twitter marketers
- Q&A: How an e-commerce brand created a community on Twitter
- From campus tours to live lectures: Tips for Universities marketing on Twitter
- 5 ways to connect with Twitter sports fans during the 2018 FIFA World Cup
- 6 best practices for In-Stream Video Ads on Twitter
- What Twitter KPIs should you be tracking?
- Define your “why” for Twitter success
- 4 things to consider when building your brand’s Twitter strategy
- Q&A: University of Manchester shares their advice on Twitter for universities
- July 2018 lineup: Key dates for Twitter marketers
- 6 tips for creating standout Twitter Ads
- 5 ways to find and hone your brand voice
- An easy way for agencies to manage multiple Twitter Ads accounts
- Building a B2B communications strategy around owned, earned, paid and shared
- How to nail down your brand's tone and voice
- 4 smart media planning steps every agency should take
- 4 key considerations when building a Twitter Ads campaign
- 4 emerging video formats that drive performance on Twitter
- August 2018 lineup: Key dates for Twitter marketers
- Engaging with your audience through event Tweeting
- 5 tips for developing a smart brand strategy
- Tweet inspiration: Why you should Tweet like a tourism brand
- In-house contractors vs. outside agency: What exactly does your marketing need?
- Creative roundup: Examples of brands using emojis in their Twitter strategy
- 5 tips for getting your brand noticed on Twitter
- September 2018 lineup: Key dates for Twitter marketers
- Video advertising best practices for Twitter Video Ads
- Creative roundup: Examples of impactful video campaigns on Twitter
- 5 unique challenges for mobile product managers and how to handle them
- Q&A: How SkipTheDishes increases brand awareness and conversions with Twitter Video Ads
- October 2018 lineup: Key dates for Twitter marketers
Q&A: The marketing team behind @SimonBooks shares tips on creating impactful organic and paid content
There are several moving pieces that go into crafting a compelling social strategy. What type of content should you share? How do you plan and manage your marketing campaigns?
One brand that stands out with their strong organic and paid content is publishing company @SimonBooks. We chatted with their marketing team to learn about their Twitter strategy.
Tell us a bit about yourself.
There are actually a few of us behind the curtain of @SimonBooks:
- Stephen Bedford, Associate Director of Marketing
- Elizabeth Breeden, Marketing Associate
- Jessica Breen, Marketing Manager
- Nicole Hines, Marketing Coordinator
- Dana Trocker, Associate Director of Marketing
What does a typical work day look like for you?
“Typical work day” is a relative term for us with each day being equal parts routine and surprise. Each of us manages anywhere from four to six campaigns per month, involving paid and earned media strategy, content creation and marketing, social media management and guidance, and partner marketing. However, a big, and unpredictable, part of our work lives is being reactive to the news cycle and understanding how our books and authors might fit into those conversations as they unfold online.
How does Twitter fit into your marketing mix?
It’s a powerful tool to announce our books, celebrate our authors, disseminate content, and raise overall awareness while leading readers somewhere to learn more. We also work with a lot of media outlets, brands, influencers, and organizations, so it’s important for us to do our part to share that content.
Twitter has also led to a lot of chance encounters and introductions that weren’t readily available or possible a few years ago. We have made a lot of great connections just by asking a question. You never know who might slide into your DMs.
We have used a variety of social listening tools over the years to monitor conversations and identify various people and groups who might be interested in a certain title or connecting with our authors.
The author and publishing community is very strong on Twitter. Can you describe it a bit?
It’s certainly a vibrant community and a vital one considering the evolving media landscape. To have an engaged following and be able to speak to it complements the traditional means for book awareness, such as print and broadcast, while ensuring those media hits get some further exposure.
We work closely with our authors in determining the best messages and content to disseminate on the platform. We always want to offer something actionable and enthusiastic that is going to pique someone’s interest to learn more. Understandably, some authors aren’t on Twitter so we are happy to take the initiative on their behalf. S&S is lucky to have great design, creative, and video teams to help give our Tweets a visual, and turn the overall message into more than just text.
One exciting trend we’ve seen during the past year or two is celebrities starting their own book clubs and fostering those discussions online via social media. It’s a truly great way to unite readers, but also help discovery of books and new readers.
Do you have any advice for an author trying to build their personal brand on Twitter?
Sure, we have lots of advice but at the risk of getting carried away, we'll offer up five things for authors to consider:
Make it a (manageable) part of your daily routine. Twitter should never consume a significant part of your day, but daily maintenance will help get your account growing and moving in the right direction.
Interact. Thank readers, engage new ones, compliment your peers, introduce yourself to accounts you like (and might like your book), join the conversation with hashtags, offer an opinion, share something you like. It’s “social media” so be social!
Manage expectations. This is not Field of Dreams where “if you build it, they will come.” You’re going to have to work at it and hustle. Some days, you might pick up 100 new followers or get 50 Retweets. Other days, it might be crickets and tumbleweeds. Channel the excitement when something good happens, don’t get discouraged if you don’t get the initial result you wanted.
Get recognized. Conducting an interview? Have a recurring byline? Speaking at a store? Doing something, anything that’s going to be in the public sphere? Then SHARE YOUR HANDLE. The best way to grow, and grow quickly, is to get @’d by a media outlet, organization, venue, peer, or anyone or anything with its own following.
Have a voice. The platform is an extension of you and should reflect your personality.
How do you plan and create Tweets that will resonate with your target audience?
We regularly schedule Tweets to keep information on various titles, authors, and campaigns circulating during the launch and into the future. Each of us maintains our own content calendars and a keen understanding of what the particular audience segment for a particular title wants to see and how it might react. We are also at the ready to respond to any kind of breaking news, whether that’s a geopolitical event or a prominent personality endorsing/sharing our book. Some authors are sensitive to sharing their favorable reviews so we will happily create a post that heralds them and all they have to do is Retweet.
Does your target audience shift depending on what book you are promoting?
Our imprint publishes widely so at any given time can have us publishing books ranging from murder mystery to presidential history to cooking to financial advice. For example, this September saw us publishing titles from a wildly diverse group of authors: Hillary Clinton, Gucci Mane, Ray Dalio, Tom Brady, and thriller author Nelson DeMille. It helps for us to really know the readers of each book, but also create Tweets – and accompanying visual content – to guide those followers to the author’s account and spur further engagement. We frequently use the book’s and author’s name title as a hashtag, and keep tabs on other trends and happenings to see how we can be included.
The publishing industry is collegial so it’s not uncommon to see another group start a tag and watch it gain steam with other publishing accounts, readers, bloggers, and so on. Some of the more general tags, like #TBRPile (“to-be-read pile”) or “bookclub” are always good for discovery. Specific and timely initiatives, like celebrating National Novel Writing Month (#NanNoWriMo), is a good collaborative effort to support aspiring writers. And then, of course, who can forget what fun all of us book geeks had with #90sABook with such mashups as “Full House on the Prairie” (@BlackEmma07), “Boy Meets Brave New World” (@BourbonReader), and “Master P and Margarita” (@ErinAdairHodges).
What are a few of your favorite or best performing Tweets you’ve shared from @SimonBooks?
‘Leonardo da Vinci’ by Walter Isaacson
We created a trove of video content for this title to use on social. In this Tweet, we use a beautifully produced trailer while also reminding people about author Walter Isaacon’s (@WalterIsaacson) segment on ‘CBS Sunday Morning’ and guiding people to read an excerpt from the book.
‘International Girls Day’
We capitalized on a trending hashtag directed towards a very active Twitter community, paired it with a simple and popular visual within the online book world, and tagged our authors to steer people to their accounts. In this case, it’s @HillaryClinton, @HeleneCooper, @XOAmani, @RTraister, @Manal_AlSharif, and @ShondaRhimes.
‘The Rules of Magic’
We did a sort of ‘flash mob’ for Halloween, inviting readers to meet up with some of us and get a copy of Alice Hoffman’s (@AHoffmanWriter) witch-y bestseller The Rules of Magic. It was spur of the moment and geo-focused, but with a nice incentive. When we showed up to the park there was a crowd waiting to meet us and talk books.
‘The Bright Hour'
For this book published posthumously by the incredible writer Nina Riggs, we created a video of heartfelt tributes from other authors, most of whom had never even met Nina. We were able to bring her gorgeous book into the world by creating a community of advocates to speak about the work on behalf of the author.
How do you use Twitter Ads to amplify your marketing efforts?
We routinely use Twitter Ads to help generate impressions, but with a goal of leading readers elsewhere to learn more. We tend to run ads most often for books that appeal to the Twitter demographic such as political content, business books, and celebrity-driven titles.
How do you plan and create Twitter Ads that will resonate with your target audience?
It’s a combination of concise messaging, visual element, and an opportunity to learn more. Converting people immediately from discovery to purchase is challenging. Most ads drive the consumer to expanded content, like excerpts or video.
Any final tips for brands on Twitter?
Be gracious. Have fun. Find your voice. Like most things in life, you will get out of it what you put into it.