Birnbach Communications


Corporate Communications Strategy

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Media Relations

Social Media
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Metrics and Research


Social Media Workshops

Birnbach Communications offers Twitter Lab Training I, a 90-minute training session designed to introduce clients to Twitter and help them establish goals and strategies and to identify appropriate tactics to conduct an effective social marketing program using Twitter.

We also offer Twitter Lab Training II, a 90-minute workshop designed to help take an organization's Twitter initiative to the next step, identifying strategies for raising awareness, establishing metrics, leveraging Twitter and going beyond Twitter.

Our Don’t Rely on “Them” to Talk About You: Nine Tips to Think Like an Editor is a two-hour workshop that serves as an introduction to social media and includes simple strategies to incorporate and inculcate social media into an organiztion's DNA.

We have trained clients including a regional telecommunications company, a 100-year-old Boston nonprofit, UNIT4 Coda, Home Instead Senior Care of Massachusetts and others.

Twitter Lab Training I covers

  • What exactly is Twitter and how did it come about?
  • Who uses Twitter?
  • Why should you Twitter?
  • What does Twitter give you that other vehicles don't?
  • What is its ROI?
  • What are the key terms?
  • How do you get started?
  • How to monitor Twitter
  • Who to follow on Twitter
  • How to grow your following
  • Best practices for Twitter
  • How to manage your time on Twitter
  • Key tools to enhance Twitter
  • Building thought leadership
  • And more

Step One – Learning Twitter Basics

  1. What is Twitter, and why does it matter? How does it fit in with other social media?
  2. Key terms
  3. Twitter Applications: browser & desktop tools, mobile Twitter, Twitter measurement tools, and more
  4. Finding and Following interesting Twitter members, groups.
  5. Measurement and Monitoring.

Step Two – Reviewing Twitter Case Studies

  1. Review of Business Twitter Feeds – See excerpts from leading business feeds on Twitter.

Step Three – Launching a Twitter feed

  1. Selecting an avatar/graphic
  2. Defining your bio
  3. Designing your feed
  4. Developing strategy and goals
  5. Writing in 140 character chunks
  6. Selecting the Subject Matter – How to define your Twitter personality that appeals to your key audiences
  7. Finding Your Voice – Tweets as the informal voice of the organization

Step Four – Generating Results via Twitter

  1. Best Practices
  2. How to build thought leadership
  3. How to grow your following
  4. How to raise awareness
  5. How to respond
  6. Metrics
  7. Leveraging Twitter
  8. Beyond Twitter

Twitter Lab Training II covers

  • Taking your strategy to the next level
  • How to raise awareness
  • How to manage your time on Twitter
  • Establishing metrics
  • Leveraging Twitter
  • Beyond Twitter
  • Key tools

Step One – Refining Your Twitter Strategy

  1. Find where your customers are: blogs, forums, podcasts and/or Twitter
  2. Key questions to consider

Step Two – How to Grow Your Following

  1. Tactics to consider
  2. How to use Hashtags
  3. How to respond
  4. How to follow and engage a reporter

Step Three – How to Manage Your Time on Tiwtter

  1. Tactics to consider

Step Four – Measure Your Effectiveness

  1. Metrics to consider from number of followers, retweets, mentions
  2. Tools like TwitterGrader and Klout and what they actually tell you

Step Five – Beyond Twitter

  1. How to leverage Twitter
  2. How to integrate Twitter with LinkedIn, Facebook and other social media initiatives
  3. Key tools
  4. What's next

9 Tips to Think Like an Editor covers

Step One – Why Consider Social Media

  • How people spend time on social media
  • What people are saying about your brand
  • Why to engage via social media
  • Traditional PR vs. PR 2.0

Step Two – Getting Started

  • Identify who and where your readers are
  • Think about the content that will interest your readers and provide value
  • Make sure your content is not an advertorial
  • Establish an editorial board

Step Three – Getting Started

  • Think beyond text, beyond white papers. Think cross-platform
  • Look at everything your organization does and think about how that can be used to tell a story
  • Regularly publish new content
  • Repeat and repost content
  • Establish metrics

Step Four – Next Steps

  • Twitter
  • LinkedIn
  • Facebook
  • YouTube
  • Blogs

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