Tips for using a professional Twitter account

Like many people I have a Twitter account that I use for work purposes. I generally tweet about what I’m up to at work, what stories and projects I’m working on and just general gubbins about my working life in the press office at the University of Bedfordshire.

I’m not a Twitter by any means – most of what I know I've learnt on the job and through trial and error. But if you’re thinking about setting up your own Twitter account for work and are not sure where to start, here are a few tips to get you going:

Think before you post

Let’s start at the beginning. Before you post anything, ask yourself this question – would I want my mum to see this? Or, more importantly, my boss? If the answer is no, it might be better not to post it

Ask yourself what you want out of Twitter

I post the occasional photo of my dog, because who wouldn’t want to see this gorgeous face(by the way that’s Bowen, he’s a six-year-old GSD cross and the love of my life).

After a mental Monday, a cuddle with this beautiful boy is just what I need ❤️ pic.twitter.com/F0IgtlqBrA

— Caroline Jacobi (@CJacobi16) January 8, 2018

Saying that, I rarely mention anything outside my working life. It’s worth thinking about what you want to get out of using Twitter in a professional capacity.

Do you want to link up with journalists? Or connect with fellow PR professionals. Most of these people will be interested in news about your organisation, but not so interested in photos of your boozy night outs. It might be an idea to have two accounts, one for work, one for outside work, just so there’s no cross-over.

Use it or lose it

I see so many accounts that are never used. My heart sinks when I see an account for a department in the University, and then I see that nothing has gone out from it since 2015. They just sit in cyberspace looking empty and sad. Get into the habit of tweeting at least once a day.

Don’t be afraid of images and tag, tag away!

Not only do photos increase engagement by up to 300%, they have a nifty function where you can tag other accounts into your tweet, rather than using up your precious word count with Twitter handles. Tagging also increases engagement and will help you get noticed. Hashtags have the same effect, though too many can be a bit much - two of three is a good number.

Ignore the trolls

Tempting as it is to get into a Twitter row with an idiot with too much time on their hands – don’t do it. Trolls thrive on attention and you just end up stoking the fire if you engage with them.

A wise person once said (probably on a social media platform somewhere): “Arguing with a Twitter troll is like playing chess with a pigeon. No matter how good you are at chess, the pigeon is just going to knock over the pieces, crap on the board and strut around like it’s won.”

Just ignore it, and if it gets really nasty, block them and report them to Twitter and let them deal with it.

If you’re interested, my Twitter handle is @CJacobi16 – feel free to pop over and have a look.

One year on and I’m still here!

So this week it’s my turn to write the blog. It conveniently coincides with my one year work anniversary. That’s right, I’ve been back at the University for one whole year! I can’t believe it either – where has the time gone?

How did I celebrate my work anniversary? Covering graduations of course! Last year I had been on the job for just over a week and I quickly had to get to grips with live tweeting and getting the message out to our local press contacts that the ceremonies were happening. I’ve now become a bit of a pro at the old live tweeting, which has saved me time and a whole lot of stress!

Last year may have been a baptism of fire, but it meant that this year, I knew what to expect and I was able to plan media activities and tweeting in advance. As a result, the engagement from @uobnews went through the roof. I think James Bay might have had something to do with that – check out what he had to say about receiving an honorary award.

And our hard work on promoting Graduations has paid off. Our efforts on 2016’s campaign have earned us a spot on the shortlist of this year’s CIPR PRide Awards. For those of you who don’t know, these awards celebrate the achievements of Public Relations professionals from across the country, working in a huge range of sectors.

We made it onto the shortlist of the Best Low Budget Campaign, which is extremely pleasing, seeing as our only expense for Graduations is photography, although we do pay for it with lack of sleep and frayed nerves sometimes.

So proud to been shortlisted for Outstanding In-House PR Team #PRideAwards @CJacobi16 @claudia_mayr1 https://t.co/E9UkcVFnl4

— UoB Press Office (@uobnews) July 21, 2017

I am over the moon with this nomination on a personal level as I worked hard on this campaign, having only been in the job for a matter of days, with the support of my fabulous colleagues of course. Their guidance was essential in helping me pull it off and at least give the illusion that I knew what I was doing!

We also made the shortlist for the Best In-House PR Team award, which is amazing news. Last year we were a team of two and a half people. This year, we were only two. We may be small, but my God we are mighty. To have our efforts acknowledged by our PR peers is an amazing feeling, even if we don’t win.

The awards ceremony takes place at the end of September – hopefully I will have a positive update for you then!

#PRideATC Outstanding In-House PR Team shortlist is @EastNorfolk @uobnews #PRideAwards pic.twitter.com/8wBYrPSnRC

— CIPR Awards (@CIPR_Awards) July 21, 2017

A lesson in live tweeting

For this blog I thought I would talk about my experience of covering the Vice Chancellor’s Student Experience Awards.

This was the first time I had been able to attend these awards and I wasn’t sure what to expect. Luckily I was privy to who the winners were beforehand and was able to prepare in advance (Comms team perk!)

The stage is set for today's ceremony. Now we just need our winners! #VCSEA17 #BedsNews pic.twitter.com/5rPax9BIIq

— UoB Press Office (@uobnews) May 3, 2017

Twitter on a smartphone has a lovely function where you can save draft tweets – this has saved my bacon on a number of occasions when I have been live-tweeting.

Armed with the trusty #VCSEA17 hashtag, I wrote a tweet for each winner and saved it as a draft, ready to slot in a photo and send out when the time came. I also took a bit of time to find out if the winners had Twitter accounts that I could use while tweeting. Working at Bedfordshire has taught me many things, but when it comes to live tweeting, preparation is everything!

The hard work paid off when I got back to the office the next day and realised that the Twitter activity as a result of my tweeting had earned us 14,000 impressions in just one day!

Fantastic afternoon Not to be forgotten! Very kind words from @gurchrandhawa . Thank you to @CJacobi16 @uobnews @Profgailk @divhealthpsych https://t.co/R9JjdLsdZk

— Jolel (@JolelMiah) May 3, 2017

Once the awards got underway, it was fantastic to see the reaction of the winners as they went up to collect their awards. One highlight was Customer Services Advisor Arsalan Sheikh who jumped for joy when his name was called out (no jokes, he actually did!)

Another highlight for me was that I was aware that PhD student Jolel Miah, who I know well, had won the Deputy Lieutenant Community Engagement Award. He of course didn’t know this, and keeping it quiet beforehand was a challenge, but the look on his face when he realised he had won was priceless!

I’d like to say a huge congratulations to all the winners of this year’s awards. You can see the full list of winners here.

.@uniofbeds PhD students @JolelMiah & @Hamdi_Lemamsha honoured at Student Experience Awards: https://t.co/U2NoOB1yHe #VCSEA17 #BedsNews pic.twitter.com/J5TIKYIpDG

— UoB Press Office (@uobnews) May 5, 2017

The Dean's View; a lay person's view on the importance of 'twitterisation'

This week; a guest spot. Huge thanks to Sally Bentley, Executive Dean of Education and Sport & Health and Social Sciences, who shares her insight into social media

I suspect that neither most of my faculty executive, nor the vast majority of my portfolio leaders across HSS and E&S have ever been on Twitter. We don’t really understand it - being of the email generation - and most of us haven’t even got a Facebook account let alone those other social media apps that we hear about. Indeed we are rather proud to be able to use the word app without putting inverted commas around it in an embarrassed way.

That said we know it's important and so we listen when anyone briefs us (as happened at Senior Leaders' Team last year) and we try to get ourselves better informed (inviting Claudia to present to Faculty Executive Group on a couple of occasions). We write actions into plans and monitor their progress – noting that not much has changed and doing a bit of mea culpa along the way. We appoint staff to lead on School Twitter accounts and exhort everyone to share stories.

So far so good, and let’s not mock the progress we’ve made, but we’ve plateaued and this blog is to explore the blockage. The slight fly in the ointment is it is written from the perspective of naïve ignorance, but that’s never stopped me before so here goes. 

Some accounts are thriving and have for a while now – the School of Sport Science and Physical Activity (SSPA) for example. Why is that: perhaps the subject is more photogenic and the activities of broader appeal?  I’m convinced about the former but not the latter. Do the staff have a younger demographic? Or is it just about Claudia’s personal/professional connections with the sports staff that gets people participating? I suspect a bit of both.

Other accounts have stalled – Education exists but isn’t flying high. Why not? In Education Studies key members of staff have left or are off on leave. Then there is Teacher Education (TE) which of course is a Professional, Statutory and Regulatory Body (PSRB) and they get special exemption don’t they because PSRBs are different. Or are they? Do the rest even tweet at all?  So what else is the problem … Are the stories less tweetable?

Maybe that tells us something about the engaging outward facing nature of the subject area and the interesting activities embedded in the curriculum. Are these staff less well-connected, less out-and-about? If any of the above that would be disappointing. Okay so let’s speak the unspeakable - is the subject more ‘boring’? Surely that can’t be the case; what would get you more worked up, your kid failing at school or your sport team playing on Sunday? Are we being lazy – there are plenty of stories to be had out there aren’t there? For example, why aren’t we tweeting this week on ‘parents’ being marked on the support they give their child? Scary thought! Can we piggy back a tweet on every local or national news story about education?   

So we’ve managed to get some stories to our twitter leads, how well do we do with them?  Sport’s got it cracked. It has pictures and friends and networks that bounce things around. They’ve got it easy, you might say, there’s a culture that’s alive and kicking.

And Education? We only need to be better than our competitors in Education – not in sport. So let’s be canny. Almost any picture of children or adults learning, talking in groups, reading, writing, playing, running, jumping, looking happy, looking worried, thinking etc can represent any story, so how hard can it be to take pictures that don’t infringe personal identity but provide us with a bank of pictures that ostensibly represent the topic in question? Or can we send text messages to staff every week asking for their photo of the week and award a decent prize for the one that produces the best 3 in a month?

Next barrier: ‘I don’t have any networks on Twitter’ who will re-tweet my stories. How can we help people? Here I’m too ignorant to even suggest anything, but you will know a way. Should we be tweeting on other people’s accounts? Is there a list of good blogs that we can point staff at? Can we link up with our students in some ways?

And then there’s this funny little creature the # ! Okay, I confess, I just had to search my keyboard to find the little blighter. I know he’s important, and yes, for me, he’s a he, but I never know what to do with him when I’ve found him, just that it was important. Over to you, I’ve found him, what shall I do with him?

So Claudia and the central team continue to browse the world of tweets and trying to cajole us to take our first steps in the world of twitter, while most of us prefer the safety of crawling on all fours. The good news is that we all learn to walk sooner or later.

If you are interested in contributing to this blog and telling your own University of Bedfordshire Marketing story, please let us know.