While some businesses have few employees, others have many with a very diverse range of products, departments and services. That means that engaging in Twitter marketing may mean that you enlist several people in your Twitter strategy, or just a few. Whether you pay people to Twitter, do it yourself, or get volunteers like Avaya did, there are many roles and job descriptions to consider. You may need to cover them all yourself, or with a couple of staff or volunteers, if your business is small. But, if your business is large, or diverse, you may consider a few people. I've made up some job titles and job descriptions below, in no particular order. Who knows, they may catch on. Primarily, though, the idea is to give you an outline of the various tasks involved in Twitter marketing and how they can be divided.
Direct Message Monitor: Someone who monitors direct messages that come into your Twitter "in box" and replies to them or deletes them. While many direct messages are generated by autobots, there are still several genuine ones that ask questions and sometimes need a response. This person doesn't mind pouring through endless amounts of tedious information to find a few gems.
Retweeter: Watches followers and people you are following to see if there is good information to Retweet. This position builds a lot of goodwill with the people you retweet, and establishes your company as a helpful source of already-posted information. Retweeting is an important task, because it keeps your company top of mind in the Twitter feed if done regularly and pushes helpful information to those who follow you. Often, this person may have to be good at editing, because most people's tweets are just a bit too long to retweet, and may need to be shortened.
Tweet Scheduler: The person with this responsibility will source information that is coming up and schedule it to be tweeted in the future using a software such as one I've found effective: Socialoomph. Events, event reminders, regularly scheduled classes that repeat, useful tips, jokes or whatever you can think of can be scheduled to go out on certain days in the future so that you have a presence on Twitter at all times, but don't physically have to be pressing the tweet button. This role requires attention to detail, the ability to use online software, and someone comfortable with going between online software programs. A computer-literate administrative or marketing assistant would most likely be ideal for this position.
Link promoter: This position involves writing catchy tweets that promote links to content within your website, websites of your suppliers or partners, or even other sites. The primary purpose of this position is to provide information of value to your followers and push traffic into your website. The secondary purpose is to provide links to information that may be helpful to your followers. Thirdly, these links could push traffic into your supplier or partner websites, thus upping the traffic to your partner's sites and further reinforcing your connection and relationship to them. This person most likely has writing skills or is in marketing. They also enjoy reading and understand which information will further the company's goals and objectives if promoted.
Live Tweeter (also known as Top-Of-Minder): This is probably one of the most important Twitter positions to hold. He or she monitors various conversations, may follow groups of people or watches out for tweets using specific words. For example, they may monitor when your company is mentioned, or when your product or a similar product is mentioned. This person is listening, reading and watching, and then is commenting in an intelligent and timely way (ie: within minutes of the tweet). They've got their finger on the pulse and are truly involved in the Twitter stream. They've got experience in your business and understand your industry well. They keep you top-of-mind with your followers by being in front of them consistently.
Writer/Blogger: This position involves writing keyword rich content for your website, on a regular basis, that can be tweeted out. There is nothing more powerful on Twitter, and for search engine positioning, than new, relevant, intelligent content. Content is "queen" when it comes to attracting followers, getting people into your site and being listed on search engines. The writer/blogger is creative, has constant new ideas, understands your unique selling points, your goals and objectives and how to get an edge up over your competition in the search engines.
Graphic designer: This artistic individual will create a custom Twitter background page for you and pretty pictures or diagrams for your blog or website.
Stakeholder: The business owner or entrepreneur, probably you, who comes up with the overall Twitter vision, objectives or goals and then decides who to hire, consult, rope-in or volunteer to develop Twitter tactics and execute the Twitter marketing strategy.
Outside marketing strategist: Someone from a marketing company, internet marketing company or advertising agency who advises you, the Stakeholder, on new technology or ideas about how to use Twitter.
Twitter statistician: This analytical type enjoys statistics. They make sure you have some sort of tracking system in your blog or website, like google analytics, a free system to track your traffic and generate reports about which articles are giving good push to your website or blog, where your visitors are coming from (search engines, organic searches, Twitter, bity links), how many page views or unique visitors you are getting, how long people are staying on your site and top landing and exit pages.
Follow Automation Technician: This person, who is comfortable using databases and software, is responsible for finding individuals to follow (in the hope they'll follow back) that fit according to the Stakeholder's vision. They seek out individuals (based on geography, profile information, or tweet content) who fit the mold, so to speak, of the ideal client. Because this process can be automated using Tweet Adder, the person in this role needs to feel comfortable using database-type software. In this role, they also determine who to unfollow. This position would marry itself well with the Twitter statistician, since it also entails following conversion ratios on follows to followers.
Twitter sales follow-up: This is the person who follows up on any great leads generated by Twitter and converts them to a sale. In the Avaya example mentioned on the site SocialMediaExaminer.com, one tweet led to a $250,000 sale. Twitter is not to be underestimated.
There are probably some job titles and descriptions I've not thought of, so if you can think of others, please post a comment on this blog.
Thank you for reading!
cheers, Courtenay Pitcher, Twitter job title and job description crafter extraordinaire
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