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They chanted, We want fairness. There is no fairness if you don t let us cheat. Here are some tips for creating a successful Twitter campaign Plan a follower strategy. Determine the types of people you want to follow and have follow you in return. Consider a mix of people who are customers, have the potential to be customers, and work in similar jobs, as well as brand accounts that may have a tie-in with your community. For more on this topic, see the section Finding the Right People to Follow , earlier in this chapter. Plan a content strategy. Think about the types of tweets you want to post each day. Consider a mix of humor, news, questions, retweets, and a few promotional tweets with or without links. Plan a hashtag strategy. Hashtags can be a lot of fun. You can have a regular hashtag chat see Book 4, Chapter 5 to learn more about hashtag chats or use a hashtag in contests, news, and updates about your brand and more. Plan for at least a couple hashtag updates per day. See the earlier Using the hashtag section for details. Don t make every tweet a sale. Plan a balanced content strategy so that your tweets feature more than selling. Perhaps publish two links or sales for every ten tweets. Don t make every tweet about your brand. Share non brand-related thoughts and ideas so as not to make everything about you. Ask questions. Ask questions not only about your products and services, but also about news items, trending topics, and topics geared toward individual members of your community. Share other people s stuff. Share links to blog posts, images, news articles, and videos by a variety of people. With all that said, don t be afraid to share your own stuff. There s no shame in sharing your own blog posts, news, and even links to sales and discounts. Again, it s all about balance. Think outside the box. Think about ways to reach your community on Twitter that are different from the same old, same old. Plan content or campaigns that few people are using. Research some unique ways brands are using Twitter, and then put your own spin on them. For more on researching brands, see Chapter 1 of this minibook. Use Twitter with other platforms. Plan content and campaigns that span the platforms. Use teaser tweets to draw attention to blog posts or Facebook content, for example. For more on marketing with Facebook, see Book 5, Chapter 1 . Call out your community. If someone in your community has a milestone, offer public congratulations. Wish happy birthdays and anniversaries, and offer condolences or congratulations. Don t forget to use the reply so that the other party knows you re offering good wishes. Seek assistance. If you have any technical questions or would like recommendations on the latest gadgets and gear, reach out to your community. Try to have at least one question per week because your community appreciates seeing your human side. Create discount codes for your community. 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