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102 Tweets Paperback – April 24, 2014
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From the Back Cover
Struggling to come up with updates for your organization's social media account?
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(Never mind that they just learned about social media at a national conference in Los Angeles while you stayed at home doing the grunt work. And they expensed everything. You aren't bitter.)
So suddenly you have a directive: get one of those Facebook things. Or the tweeter. Or whatever.
In order to gain and keep followers your company needs content. After all, if you aren't saying anything, why would anyone want to listen to you? For some organizations, this is simple. The audience is engaged and there is enough going on to post something every single day - even multiple times per day. For example, a small independent movie theater can post news about upcoming films, trivia about pop culture, specials from the snack bar, etc.
For other organizations, though, it isn't nearly as easy to create compelling content. Imagine working for a non-profit whose mission is to attract volunteers. What do you say on Facebook? On Twitter? If your message is a constant stream of "We need volunteers! Puppies will die without your help!! PLEASE VOLUNTEER!!!!!" you will likely do more harm than good. You need ideas for non-aggressive, stimulating topics that set you apart from the rest of the voices in the marketplace of ideas.
That's where this book comes in. Each page contains an idea for a social marketing post and an example of that kind of post in real life. For example, one idea is to Re-tweet a Client. If the original tweet is interesting or informative, this builds loyalty between your organization and the client while also showing your audience that you are happy when others succeed (aka it makes you look "nice"). Another idea is Challenge a Saying. Take an old adage or cliche' and turn it on its head to make a point.
All in all, consider this book a nudge to push you toward actually using social media in an active way. When your boss finally gets around to asking you about it ("Hey! Did you ever do that Facetweet thing I heard about?") you'll have a ton of quality posts to impress them with when you ask for a hefty raise.
If you work in communications or marketing and find yourself with writer's block, you could literally go through this book one page each day and have something new to say for 102 days straight. In business days, that's almost half a year!