Twitter Executive Branding Strategy: The Beauty of a Retweet

by Meg Guiseppi on March 8, 2011

Does your executive job search brand communications plan include Twitter?

If you’re not on Twitter because you don’t think you’ll have time to come up with enough quality tweets, reconsider.

I’m about to explain how you can leverage the value of Twitter with very little time and effort.

If you are on Twitter, what do your tweets look like? Are they mostly about what you had for lunch . . . or what movie you saw last night . . . or how lousy the weather is in your area?

Sprinkling in some of those kinds of tweets is okay, but for the most part, you should focus on reinforcing your brand in tweets that will resonate with your target audience.

If you’re active on Twitter or want to be, and need help creating good tweets, you need a retweet (RT) strategic plan.

In the Twitter Help Center, retweeting is described:

“A Retweet is a re-posting of a Tweet. Twitter’s Retweet feature helps you and others quickly share that Tweet with all of your followers. You can Retweet your own Tweets or Tweets from someone else. Sometimes people type “RT” at the beginning of a Tweet to indicate that they are re-posting someone else’s content.”

Even if you do nothing else on Twitter, posting relevant retweets can be a powerful way to build brand evangelism, a quality Twitter following, and get on the radar of people you want to rub elbows with, such as subject matter experts in your niche and hiring decision makers at companies you’re targeting in job search.

In a post on Lifewire, computer industry expert Daniel Nations wrote about the benefits of retweeting:

“When you retweet somebody else’s tweet, you’re essentially interacting with them.

You’re also introducing valuable information and suggesting new voices to follow, to your own followers. Retweeting is what spreads good information fast and makes things go viral.

If you tweet something really great and a big influencer decides to retweet you, their followers will see your tweet and they may end up retweeting you as well or even following you. It’s really the best way to get the word out about anything worth sharing and to build your own engagement.”

How To Build Your Retweeting Strategy

First, gather up a long list of people to retweet.

Who are these people? Colleagues, industry thought leaders, and CEOs and other top-level executives at your target companies, to name a few. Search for them on Twitter, follow them and retweet them.

Look on Twitter for the companies themselves you’re targeting in your job search. Follow and retweet them.

Break up your long list into various categories to help you prioritize and manage your retweet strategy. One category should be your favorite go-to people (those you can always count on for a good tweet)

Use Hootsuite or another Twitter app to help you organize and manage your lists.

How To Actually Do the Retweeting

Check out the Twitter Help Center for all the mechanics of retweeting.

Twitter tweaks functionality almost daily it seems, so, instead of outlining the steps here, it’s best if you go straight to the source.

10 of My Own “Give to Get” Retweet Strategies

1.   Keep your retweets consistent with your brand and ROI. That doesn’t mean you can’t RT off-topics and humorous tidbits sometimes, too.

2.   Don’t automatically retweet something containing a link without first checking it, to make sure it’s not a bad link and doesn’t lead somewhere you don’t really want to send people.

3.   Take the time to tweet a thank you to people who RT you, even if you’re not the tweet originator.

4.   It’s always nice to include your own brief supportive comment with a re-tweet that’s exceptional. If you’re having a hard time generating conversation on Twitter, retweeting in this way will help.

5.   Boost a Twitter newbie by checking in on them from time to time and retweeting their relevant tweets.

6.   Don’t change the wording of the original tweet, except to abbreviate for space.

7.   However, use abbreviations sparingly. A jumble of text-speak (or acronyms) can be confounding and doesn’t give a professional impression.

8.   If a good retweet doesn’t mention the original author, take the time to track them down and give them attribution with an @username mention.

9.   If you’re not already following someone you want to retweet, coincide retweeting with following them. Sometimes this gets their attention. But realize that some popular Twitter folks don’t want to follow a lot of people, so they may never follow you back.

10.   Retweeting using website share buttons makes it quick and easy to support the writer. But sometimes they haven’t customized the plug-in to include their @username in the RT, or a guest writer wrote the post but the author isn’t given attribution in the generated retweet. Take a few moments to tweak the RT to fix it.

More on Twitter and Executive Job Search

How to Use Twitter for Personal Branding and Executive Job Search

7 Things Successful Executive Job Seekers Know

How a Robust Online Presence Helps You Land The Best Executive Jobs

Executive Job Search: Blogging? What Am I Going To Write About?

16 Deadly Executive Job Search Mistakes

Executive Job Search and Personal Branding Help

Land a GREAT-FIT New Executive GigNeed help with personal branding, your LinkedIn profile, resume and biography, and getting your executive job search on track . . . to land a great-fit new gig?

Take a look at the services I offer, how my process works and what differentiates my value-offer . . . then get in touch with me and we’ll get the ball rolling.

{ 2 comments… read them below or add one }

1 Meg Guiseppi April 7, 2011 at 4:45 pm

Hey Ed,

Thanks for commenting and retweeting.

Limiting tweets to 120 characters (or maybe a little less) is a great practice. I like to leave plenty of room for one or two further retweets. And some people’s twitter handles take up a lot of those characters!

Best,
Meg

2 Ed Han April 7, 2011 at 4:14 pm

Meg, superb tips & I especially appreciate your discussion of ideal tweet length. In the HireFriday community, I generally recommend that people use 120 characters as a limit: that seems to work for a lot of folks.

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