Stop wondering about Social Media Marketing for your business…

Explore: A Social Media Explorer Event A social media explorer event Exploring Social Media
What is ESM?

Social Media Explorer presents Explore – a series of one-day, intensive seminar and workshop events designed to help YOU, understand, embrace and begin deploying social media marketing in your business efforts. Sign up now! Event crowd

2012 Cities & Dates

  • Nashville – Apr. 13th
  • Minneapolis – Aug. 17th
  • Portland – Oct. 19th
  • Irvine – Nov. 16th
Upcoming Event
Explore Nashville
Buy tickets now!

I’ve been noticing a common thread running through many of the conversations I am having with clients and colleagues regarding Twitter.

Despite all the great content available online regarding Twitter do’s and don’ts, there still seems to be a significant amount of confusion (across my network) about “what to do on twitter.” People seem to be struggling with the actual day-to-day tasks that pull together all the best practices.

This post is designed to highlight Twitter workflow and aims to help you organize and plan your own “twitter routine”.

Workflow Components

A Twitter workflow consists of four main activities:

Discovery – Gathering information to analyze or share. Examples include:

  • Subscribing to blogs in order to share useful content with your followers.
  • Conducting keyword searches to monitor relevant conversations i.e. brand, industry, competitor.
  • Searching for new people to follow for education, prospecting and/or follower acquisition.

Implementation – Tactical execution of Twitter activities. Examples include:

  • Scheduling and publishing tweets
  • Responding to @mentions and DMs
  • RT other peoples content

Management – Planning and organizing information flow. Examples include:

  • Set up Twitter lists
  • Use a Twitter dashboard i.e. Hootsuite, Tweetdeck, etc. to filter streams
  • Publish a monthly Twitter editorial calendar

Measurement – Analyzing Twitter metrics to inform decision making. Examples include:

  • Use dashboard analytics or third party tools like Bitly to measure audience activity

Twitter Workflow Example

The example below is based on my own Twitter workflow. It’s driven by four channel objectives: sharing information, building awareness, making connections and marketing my services.

This workflow is not set in stone and will vary from user to user depending on your objectives.

Do this make sense? How do you organize your presence on Twitter? What are your thoughts on the time investment required in the example above? The comments are yours.

Did you enjoy this blog post? If so, then why not:Leave Comment Below | Subscribe To This Blog | Sign Up For Our Newsletter |

About Mark Smiciklas

Mark Smiciklas

Mark Smiciklas is a Digital Strategist based in Vancouver, BC. His firm, Intersection Consulting, delivers practical marketing plans and implementation strategies based on the dynamics of online search, social media and brand journalism. Mark is passionate about the evolution of social business, visual thinking & teaching and hangs out full-time at the Intersection Marketing Blog. You can follow Mark on Twitter at Intersection1.

Other posts by

Comments & Reactions

Comments Policy

Comments on Social Media Explorer are open to anyone. However, I will remove any comment that is disrespectful and not in the spirit of intelligent discourse. You are welcome to leave links to content relevant to the conversation, but I reserve the right to remove it if I don't see the relevancy. Be nice, have fun. Fair?

  • http://twitter.com/3rhinomedia Don Stanley

    Found this very helpful Jason. I think this is a huge challenge for all of us: how do we manage inputs and still get purposeful work accomplished. I just heard a stat that 26% of our time is dedicated to managing the information overload we deal with. Yikes! That’s a lot of wasted time. And it’s systems like this that help reduced that number and help create meaningful results. Appreciate you sharing!

  • http://twitter.com/3rhinomedia Don Stanley

    Found this very helpful Jason. I think this is a huge challenge for all of us: how do we manage inputs and still get purposeful work accomplished. I just heard a stat that 26% of our time is dedicated to managing the information overload we deal with. Yikes! That’s a lot of wasted time. And it’s systems like this that help reduced that number and help create meaningful results. Appreciate you sharing!

  • http://twitter.com/intersection1 Mark Smiciklas

    Thanks for the comment Don – glad you found the post helpful.

  • http://twitter.com/intersection1 Mark Smiciklas

    Thanks for the comment Don – glad you found the post helpful.

  • http://www.emore.biz/2011/10/26/developing-a-twitter-workflow-social-media-explorer/ Developing a Twitter Workflow | Social Media Explorer | effort.ly

    [...] the original post: Developing a Twitter Workflow | Social Media Explorer /* */ /* */ window.fbAsyncInit = function() { [...]

  • http://www.online-business-virtual-assistant.com/ Virtual Business Assistant

    Hi Mark,

    Really an awesome workflow and loved it. I think people who want to effectively use twitter can use this workflow. Thank for the share…

  • http://www.online-business-virtual-assistant.com/ Virtual Business Assistant

    Dear Mark,

    Really an awesome workflow and loved it. I think people who want to effectively use twitter can use this workflow. Thank for the share…

  • http://www.howtosocialmediamarketing.org/social-media-marketing/developing-a-twitter-workflow-social-media-explorer.html Developing a Twitter Workflow | Social Media Explorer | How To Social Media Marketing

    [...] journalism. Mark is passionate about the evolution of social … … Read more here: Developing a Twitter Workflow | Social Media Explorer ← Facebook Marketing Success – What You Need to Know « Instant … Technical [...]

  • Anonymous

    Thanks Mark for sharing your Twitter work flow sample as it gives me an idea on how to control my time on conversing online.  Though, it only takes me less than an hour to automate posts for the whole week, each week.. I get to spend more time in listening and talking to peers instead.  It’s just that twitter is becoming an addiction for me lately as I love to hangout in these Twitter chats where you get to spend an hour of discussing topics with like minds ( and influencers as well ).  That’s what I love Twitter for, among many other things.

  • Anonymous

    Thanks Mark for sharing your Twitter work flow sample as it gives me an idea on how to control my time on conversing online.  Though, it only takes me less than an hour to automate posts for the whole week, each week.. I get to spend more time in listening and talking to peers instead.  It’s just that twitter is becoming an addiction for me lately as I love to hangout in these Twitter chats where you get to spend an hour of discussing topics with like minds ( and influencers as well ).  That’s what I love Twitter for, among many other things.

  • http://garious.com/blog/2011/10/garious-list-top-20-social-media-posts-october-2011/ Top 20 Social Media Blog Content For October 2011 | Garious Blog

    [...] Developing a Twitter Workflow Publisher: SocialMediaExplorer.com Author: Mark [...]

  • http://twitter.com/intersection1 Mark Smiciklas

    You’re welcome. Great point about automation – scheduling tweets is an effective way to manage the process of sharing but you have to interact in real time as well.

  • http://twitter.com/intersection1 Mark Smiciklas

    You’re welcome. Great point about automation – scheduling tweets is an effective way to manage the process of sharing but you have to interact in real time as well.

  • http://twitter.com/intersection1 Mark Smiciklas

    Thanks – glad you got some value from the post.

  • http://twitter.com/intersection1 Mark Smiciklas

    Thanks – glad you got some value from the post.

  • http://twitter.com/RavenCourts Courtney Seiter

    Looks a lot like my workflow! Nice to see it written down–feels a lot more orderly this way. I tend to plow through RSS feeds for an hour or so at night and then schedule posts for the next day, leaving me a little less panicked each morning, as well as more free to wander into chats and interesting conversations online.

  • http://twitter.com/RavenCourts Courtney Seiter

    Looks a lot like my workflow! Nice to see it written down–feels a lot more orderly this way. I tend to plow through RSS feeds for an hour or so at night and then schedule posts for the next day, leaving me a little less panicked each morning, as well as more free to wander into chats and interesting conversations online.

  • http://twitter.com/intersection1 Mark Smiciklas

    Cool! Here’s something to help you to streamline even further…If you subscribe to a lot of feeds take a look at Buffer – it allows you to schedule posts right from Google Reader.

  • http://twitter.com/intersection1 Mark Smiciklas

    Cool! Here’s something to help you to streamline even further…If you subscribe to a lot of feeds take a look at Buffer – it allows you to schedule posts right from Google Reader.

  • http://www.crackerjackmarketing.com Stephanie Schwab

    Mark, this is awesome, I’m going to share it with clients. I do have a question for you – why do you schedule your tweets in clusters? Most scheduling/timing apps space them out (what does Timely or Buffer say for you?) and many users only dip in to Twitter a few times a day, so if you only tweet in three brief timeframes (vs 8-10 times in a day), aren’t you missing people?  Would love to know if you’ve tested this against your own followers and therefore that’s how you do it, or if it’s instinct, or if you’ve read other data on it. Thanks!

  • http://www.crackerjackmarketing.com Stephanie Schwab

    Mark, this is awesome, I’m going to share it with clients. I do have a question for you – why do you schedule your tweets in clusters? Most scheduling/timing apps space them out (what does Timely or Buffer say for you?) and many users only dip in to Twitter a few times a day, so if you only tweet in three brief timeframes (vs 8-10 times in a day), aren’t you missing people?  Would love to know if you’ve tested this against your own followers and therefore that’s how you do it, or if it’s instinct, or if you’ve read other data on it. Thanks!

  • http://twitter.com/intersection1 Mark Smiciklas

    Thanks Stephanie.

    Regarding clustering – it’s a blend of instinct and analytics. Based on my history, Buffer recommended something very similar to what I was already doing, but I adjusted it based on my primary target audience (geographically, CAN and USA). First and foremost I only share links that I find interesting and have imposed a daily max. of 9 scheduled tweets – I supplement these with a few more interesting RT from the people I follow, time permitting :)

    Specifically, I like to post 3 tweets in a 15-20 minute cluster (5-6 minutes in between tweets). I also work on the premise that people dip into Twitter a few times a day and try to drop my clusters into those time slots: these include 7am-8am PST, 8am-9am PST, 11am-12pm PST, 1pm-2pm PST and 4pm-5pm PST. I move them around and gauge results.

    My view is that people have a higher likelihood of connecting with a cluster than a single tweet.  The 5-6 minute increments are based on my personal preference…it drives me crazy seeing 5 or more consecutive tweets from a single user – my goal is not to inflict that on my followers :) I don’t worry too much about missing people. In order to maximize reach using my system I would have to send out 15-20 tweets per day…too much for me.

    I hope that helps clarify things.

  • http://twitter.com/intersection1 Mark Smiciklas

    Thanks Stephanie.

    Regarding clustering – it’s a blend of instinct and analytics. Based on my history, Buffer recommended something very similar to what I was already doing, but I adjusted it based on my primary target audience (geographically, CAN and USA). First and foremost I only share links that I find interesting and have imposed a daily max. of 9 scheduled tweets – I supplement these with a few more interesting RT from the people I follow, time permitting :)

    Specifically, I like to post 3 tweets in a 15-20 minute cluster (5-6 minutes in between tweets). I also work on the premise that people dip into Twitter a few times a day and try to drop my clusters into those time slots: these include 7am-8am PST, 8am-9am PST, 11am-12pm PST, 1pm-2pm PST and 4pm-5pm PST. I move them around and gauge results.

    My view is that people have a higher likelihood of connecting with a cluster than a single tweet.  The 5-6 minute increments are based on my personal preference…it drives me crazy seeing 5 or more consecutive tweets from a single user – my goal is not to inflict that on my followers :) I don’t worry too much about missing people. In order to maximize reach using my system I would have to send out 15-20 tweets per day…too much for me.

    I hope that helps clarify things.

  • http://twitter.com/inddice Inddice Group

    Planning strategies are so powerful as so as social media tools

  • http://twitter.com/inddice Inddice Group

    Planning strategies are so powerful as so as social media tools

  • http://twitter.com/inddice Inddice Group

    Planning strategies are so powerful as so as social media tools

  • http://twitter.com/inddice Inddice Group

    Planning strategies are so powerful as so as social media tools

  • http://twitter.com/jennewilson Jennifer Wilson

    Very helpful! This is a great guide to managing Twitter.

  • http://twitter.com/jennewilson Jennifer Wilson

    Very helpful! This is a great guide to managing Twitter.

  • http://twitter.com/RozerArt Hristo Butchvarov

    I am using this scheme everyday:

    Follow 10 people

    Pre-post five tweets daily

    Respond to @ replies

    Respond to direct messages

    Tell followers to follow a
    friend

  • http://twitter.com/RozerArt Hristo Butchvarov

    I am using this scheme everyday:

    Follow 10 people

    Pre-post five tweets daily

    Respond to @ replies

    Respond to direct messages

    Tell followers to follow a
    friend

  • http://twitter.com/danortegaPR Daniel Ortega

    Thank you for the post. I agree with the Workflow chart, which can be used for just about any social aspect for a successful organization. 

  • http://twitter.com/danortegaPR Daniel Ortega

    Thank you for the post. I agree with the Workflow chart, which can be used for just about any social aspect for a successful organization. 

  • http://twittermania.nl/2011/10/infographic-een-zakelijke-twitter-workflow/ InfoGraphic: een zakelijke Twitter workflow | Twittermania

    [...] Bron: SocialMediaExplorer ©Twittermania @Hermaniak [...]

  • Netblack98

    Very nice & impressive article you have posted.. Wonderful post, It is really not difficult to study your blog.. I have found good information in your blog… So excellent … It’s a treasure for me to reading your blog..I will definitely share it with others.thanks

  • Netblack98

    Very nice & impressive article you have posted.. Wonderful post, It is really not difficult to study your blog.. I have found good information in your blog… So excellent … It’s a treasure for me to reading your blog..I will definitely share it with others.thanks

  • http://wearesocialpeople.com Tammy Kahn Fennell

    Yes, I agree too, very good workflow chart. @intersection1:twitter did a great job! Would love to see @MarketMeSuite:disqus  included on future ones though ;)
    ~Tammy

  • http://wearesocialpeople.com Tammy Kahn Fennell

    Yes, I agree too, very good workflow chart. @intersection1:twitter did a great job! Would love to see @MarketMeSuite:disqus  included on future ones though ;)
    ~Tammy

  • http://www.smallbusinesssem.com/october-11-best-searchmarketing-posts/4908/ October ’11: Best Search/Marketing Posts

    [...] Mark Smiciklas/Social Media Explorer: Developing a Twitter Workflow [...]

  • http://www.abc.com pinano

    shdkljashdlk kshadlkahslkdn ahdlk dalkdhlkndlaskadhzxkmnclsadhalKDHLKZJXXNCLASKKDHDLSAKJADHDCLSAKSJCDHLKAXJACNLKASS

  • http://www.abc.com pinano

    shdkljashdlk kshadlkahslkdn ahdlk dalkdhlkndlaskadhzxkmnclsadhalKDHLKZJXXNCLASKKDHDLSAKJADHDCLSAKSJCDHLKAXJACNLKASS

  • @russ_mattinson

    Hey Mark! Interesting post – this type of planning could be very useful to corpcomms depts setting out on their social media journey, particularly when working with slimmed resources. 

  • @russ_mattinson

    Hey Mark! Interesting post – this type of planning could be very useful to corpcomms depts setting out on their social media journey, particularly when working with slimmed resources. 

  • http://beeverywhere.tv/wednesday-wisdom-nov-everywhere/ Wednesday Wisdom from Everywhere | Everywhere | Social Media Marketing and Content Development

    [...] Media Explorer: Developing a Twitter Workflow – “Despite all the great content available online regarding Twitter do’s and don’ts, [...]

  • http://www.i95dev.com Henry Louis

    Yes, Exactly. Well said. It is really very interesting post to read.

  • http://www.i95dev.com Henry Louis

    Yes, Exactly. Well said. It is really very interesting post to read.

  • APhanner

    “…objectives: sharing information, building awareness, making connections and marketing my service”

    These are great objectives, even when building a personal brand! Definitely captured the right workflow!

  • APhanner

    “…objectives: sharing information, building awareness, making connections and marketing my service”

    These are great objectives, even when building a personal brand! Definitely captured the right workflow!

  • Anonymous

    A lot of these tasks can be automated with TweetAdder http://www.tweetadder.com/idevaffiliate/idevaffiliate.php?id=13521

  • Anonymous

    A lot of these tasks can be automated with TweetAdder http://www.tweetadder.com/idevaffiliate/idevaffiliate.php?id=13521

  • http://websiteseo.co/october-%e2%80%9911-best-searchmarketing-posts/ October ’11: Best Search/Marketing Posts | Website SEO Company

    [...] Mark Smiciklas/Social Media Explorer: Developing a Twitter Workflow [...]