The short message service Twitter is growing rapidly. Lightning fast and interesting news easily be forwarded. Even search engines have started to show in tweets. Even for the ranking Twitter is relevant.

German companies take different approaches in dealing with Twitter. The 26 most successful companies profiles were analyzed in the study "Twitter strategies of German companies." Is the short version of the study as a free PDF at www.absolit.de.

Who wants to keep in touch with the market as a company should develop its own strategy to deal with Twitter. Since people are already active in this simple version of the social web. Begin only 140 characters long messages for companies to be relevant. For public relations, sales and customer service can be used the new medium. Here are the most important steps to your Twitter strategy.

First Twitter: secure your own name

Who on the Web came too late, the domain name was assigned. The domain registration is a hurdle. If Twitter can reserve a name with a few mouse clicks: Four fill form fields - that's it. So register immediately the company name.

Second Watch

Now you see how other companies use Twitter for themselves. Under talkabout.de you find the most active. Lie down - if you want to by a pseudonym - a Twitter account, follow with the relevant parties for you. You can change your name later still, or create a new profile. For each new profile, you need a separate e-mail address.

Incidentally, no one forces you to tweet themselves. Who does what twittering on any subject, you see, when you search on search.twitter.com for a keyword. Make yourself an idea of ​​what you might even tweet. What things might interest your followers? Do you want to send pure information, or search for a direct dialogue? In any case, you should observe what is tweeted about your own company.

Third Define target

What do you want to achieve with it, that you are active on Twitter? Do you want to just be there, or increase your reach? Do you want to attract new customers with existing or coming into the conversation? Do you use Twitter as a distribution channel or do you want to understand your audience better?

Dell was able to build a fan club for his outlet. The Telecom handles customer service via Twitter. Otto tries to understand its customers better. At least, you should conduct market research in each case. In the U.S., many Twitter clients, if they have a question or comment about a company.

4th Twitter: define target groups

Who will read your posts? Are there customers or prospects? Are there any use in your target group are some people who Twitter? Or is it not a few multipliers that make it interesting for you to be active in Twitter. Journalists use Twitter very strong today as a research tool.

Interesting Twitter messages are often displayed in search engines. The pure Followerzahl is not important. What matters is how many multipliers are lower. Successful you are, if your records read by the right people and passed on (retweeted) are.

5th Contents are

If you have nothing to tell, are not readers. Relevance as an e-mail newsletters now on Twitter paramount. The following options are:

• Products and special offers à la Dell or Lidl
• News from the industry or your company
• Links to interesting web pages and blog entries
• Technical ideas that you personally deal
• Insights into your personal activities

Sure, it builds confidence, if you once get to know people as people. But can a German company to deal with such uncontrollable corporate communications? In any case, we recommend an editorial concept that clearly defines who is allowed to tweet about how something. Once you have a clear goal and a content creator, you can start. Several times a week or even several times a day you provide your followers with information.

You can also discuss. Check back frequently for someone replies to you. You can answer yourself by pressing "Reply" or begin an entry with the name of the addressee and put an @ in front. You can also forward other interesting posts to your own followers. You can press "retweet" or put another "RT" in front of the @.

6th Sender set

Who will actually tweet from you? Five options are available:

• You, as a single company Twitter feed
• You have multiple feeds, eg for press, candidate or as a service channel
• You are anonymous only under the corporate name without naming persons
• You show your corporate feed, tweet what people there
• Do not tweet with company logo, but with your name and photo to say, but clearly, for what company you work.

7th Twitter: cost estimate

How much effort you is Twitter worth? Do you want to actually write something ten times a day? Want and you can reply as to any requests? Twitter is certainly an instrument makes little sense when there is silence for weeks. Describe your concept of "biography" that is displayed on the page.

The biggest expense is created by the execution of people who seek the dialogue. More and more companies can afford to enter into this dialogue. The success is less a direct increase in sales rather than the improved image of the company. On the side absolit.de / Twitter, you will find a number of tools that simplify the use of Twitter. Here is a selection:

• http://tweetdeck.com for a better overview on the desktop
• http://cotweet.com tweet when several employees of the company
• tweeting http://twitterfeed.com RSS feeds such as press releases automatically
• http://mediafunnel.com keywords observe and publish - all in one tool

Source: http://www.unternehmer.de/in-7-schritten-zum-twitter-profi-77292

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1. If the sender is someone who sends me something useful again?
2. Sounds like the subject so interesting that the opening is worth this time?

There are two things you should consider.

First, self-restraint: sending only useful if it is also interesting for the recipient.
Second, in the subject to say what is so interesting that the opening is worth. There are a few tricks:

First Short and concise to summarize the most important

Summarize the most important information for the reader a short and meaningful together. Make it easier for readers to quickly see what this email is relevant to them. What missed someone deletes the unread mail?

Second 50 characters in the subject should be enough

The shorter a subject line, the better it works. But there are many exceptions to successful long subject. Many e-mail services cut at 50 characters from the subject. Mobile phones are becoming more important and also the cut. Therefore:

Third Key words to the front

The most important key words should be as far forward. Move the words of your subject line until you reach that goal. Risk that German teachers will blame poor grammar or steno-style: the opening rate and not the school grading determines success. And here already the conflict with Rule 2: Sometimes it is even more successful writing a key word more, even if the maximum length exceeded subject.

4th Specifically, instead of general

"Sensational deals" is too general, first and second, it looks like spam. Be specific, what offers are why sensational. Some of them already, the indication of a date or a place to make a subject more concrete. The word "competition" is a regular miracle, but also has even more when they call the grand prize.

5th Be provocative and unexpectedly break rules

The rules in this article are all well and good, but the inbox would be boring if everyone would consider it. Therefore, you risk even once, to break rules and to use a completely different kind of unexpected subject. The risk is high that it goes in the pants, and therefore:

6th Testing, testing,

Each subject should be tested before the main shipping with an alternative. You can send the subject line planned initially to ten percent of the recipients. An additional ten percent, you send a text alternative. If this is better than the original, please send them to the remaining eighty percent of the alternate text. As a parameter, you should use the unique open rate: This is the percentage of recipients who open an e-mail. But the total number of openings may be of interest: An eye-catching subject line will later be happy again clicked. On www.absolit.de are some tips for proper evaluation of the indicators.

7th Personally respond

Database Technically it's easy to display the name of the addressee in the subject line. Success is the first time usually overwhelming. Note, however, two things: use the name only if it fits. "Your current mileage, Mr. Black" is really personal. In "Great deals just for you, Mr. Black," I do not think I really am the only one who gets these offers. Second, do not overuse it. So do not often show the proper name, otherwise you can have the effect. It must not always be the way of a proper name, and the local names, street or own their own e-mail address can be installed in the subject line. Even the company name or department cause standing out in the e-mail flood.

8th Segments form

Thus, recipients feel personally involved, you can also resort to another trick: Talk to women differently than men. Or use a different subject than for Süddeutsche for Northern Lights. Of course, you also can address individual customer groups targeted. So that the burden is kept within limits, in spite of different As to sending the same newsletter. Only in one phrase at the beginning you go individually to the appropriate customer segment. Nevertheless, caution should be exercised:

9th Meet expectations

Never wake a subject line of expectations that you do not redeem the e-mail. Such a thing will damage your reputation as an interesting sender. The result is declining open rates. Misleading statements in the subject line are punishable by the way, according to Tele Media Act.

Search Engine Optimization: The 5 DOs

First Title
The search word in the title (title tag) is still the most important component.

Second Link text
If you sell glasses, should contain links to your pages the word "glasses". If many links point to the word "eye" on your pages, takes on a search engine that your page is relevant to someone who searches eyewear. Try whenever possible to exert influence on the link text and ask them to link, for example, the word "glasses" with the link.

Third Link Popularity
The more links point to a page, the more relevant it gets. The larger and more important, the referring pages are, the better. Make your pages so interesting that tell you about big portals.

4th Age of the page
The longer you provide on your domain have interesting content, the better. Select to optimize therefore the oldest domain on which you have.

5th Topic of the page
Not only the sheer quantity of links to your site, but also the quality that counts. If a site has good information even to the glasses, link to your page, that's better than if the link comes from the car dealer. Unless you sell cars instead of glasses. Be careful when searching for link partners that they are also content to you.

Search engine optimization: The poison of the kitchen DON'Ts

First Server is lame
The more often hindered by the server to the long waiting times Google bot reading the page, the less like Google refers to this site. Make sure that your server runs smoothly.

Second Duplicate content
If your site is a lot of content that exists elsewhere, from Google evaluates your site. The same applies if you are operating at a different address, the same site.

Third Links to spam sites
If you link yourself to pages that are known to Google as spam sites, then this has a negative effect on your image. Link only to reputable websites.

4th Sell ​​links
Who can catch here is that it is sold links or participate in link sales programs, punished. It is therefore as in the school: Do not get caught.

5th Keyword spam
If you use your keywords too often, get suspicious. Two percent of the words may consist of the search word, nothing more.

Extra Tip: Double Title
Each site should have its own unique title. If the entire web page title is always the same and the same meta tags are used, this has a negative effect.

Search Engine Optimization: The theme of purchased links

A few rules:

• Never buy links from sites that openly admit it.

• Do not buy links if they are under "Sponsored Links".

• Links from sites with more than five outgoing links to avoid.

• Only buy links from sites that do not have a long and

• then only from related sites.

• Better than a link at the edge is a link that is incorporated in the text.

• Link is not always on the same page.

• Not always take the same link text.

• Bots: The pilot in the Internet business - Christian Petersen

• Success factors in keyword advertising - Marcus Koch

• Keyword ads position - as sclera, E. Gerst Meier, T. Stepanchuk

• Keyword Analysis - Lukas Stuber

• Search Engine Optimization - Thomas Bindl

• To avoid being evicted from the Google index - Alan Webb

• Local Search - Rafael Azzati

• Local advertising entry - Saje Asgari, Alexander Eternally

• Domain names and their meanings - Tim Schumacher