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topsy search

For your online marketing to perform at its best, there’s a ton of stuff you need to do. Track your social metrics, connect with influencers and curate awesome content to name just three.

Fortunately, this needn’t be as much of a headache as it sounds. Especially when you’ve got Topsy to hand.

Topsy is the Swiss Army Knife of Twitter. You can use it to check your social stats, hook up with influencers, find some of the best content online, and much more.

Here are 4 ways you can use Topsy like a pro.

1. Check Your Blog’s Performance

Want to see how your content is performing on Twitter? Twitter’s own tools only allow you to do this in a limited way. That’s because when you run a Twitter search for your website, it only shows the latest tweets linking to your site. And you have to run a separate search for each page you want to check the performance of.

With Topsy, you can check the Twitter performance of your whole site with a single search.

You do this using the search term site:yoursite.com. For example, we’d search for site:lorirtaylor.com.

When you do, you’ll see a result like this:

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It includes:

  • The total number of tweets for a specified time period (1 hour, 1 day, 7 days, 30 days, or a custom range)
  • A list of your top trending tweets
  • A chart showing your Twitter performance

What’s the best way to use this information?

First, you can track your performance over time. Check your stats each week, and note them down. That way, you’ll see whether your Twitter shares are going up or sliding down.

Second, you can compare how you’re doing with other sites in your niche. Just search for one of your competitors to see how many social shares they’re getting.

Talking of beating your competitors, you can also…

2. Get Ideas for Top Performing Content

Topsy shows you which of your blog posts are the top performing on social media. When you see which of your content performs the best, you can create more content like that.

Now for a sneaky tip. If you’re stuck for ideas of what to write about, you can also run a Topsy search for your competitors’ blogs. Then you’ll see which of their content is top performing. Of course you should never copy, but you can use this as inspiration for your own blog.

Getting ideas for content isn’t the only way you can use Topsy to keep your social schedule full. You can also use it to…

3. Curate Top Notch Content in Your Niche

Need help filling up your Twitter feed? Then run Topsy searches for relevant terms in your niche.

For example, we might run a Topsy search for “social media marketing”, like this:

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You’ll see the most popular articles on social media marketing over the past 8 hours. Again, you can choose a period of time for your search to cover (1 day, 7 days, 30 days or a custom range).

How does this help?

  • You can add the content you discover to your Twitter feed – and other social media feeds.

You can also use it to come up with your own content ideas (as in point 2, above):

  • You can riff off the articles you discover when you’re coming up with new ideas, because you know the topics of the articles are popular.
  • You can check out the articles and write a response. By joining a popular conversation, you’re putting yourself in the firing line for traffic.
  • You can quickly find the most popular new stories in your niche. Then you can provide your own angle on each story on your blog.

Finally, you can use Topsy’s analytics tool to compare the relative popularity of different areas in your niche.

For example, we ran a search for “social media marketing”, “content marketing” and “blogging” and found that they all have a similar level of popularity on social media:

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4. Discover Your Influential Fans

Getting in touch with the right influencers can have a huge impact on your business.

That’s because influencers have a big following and people listen to what they say.

You’re probably aware of some of the influencers in your niche. But the fact that you’re aware of them could mean they’re not the best influencers to know? Why? Because the more widely known they are, the less likely they are to have time to help you.

Instead, the best influencers to know are those who are already on your side. How do you discover these?

Run a search for a recent article you’ve published to your blog. Use the URL link to the article, rather than the article title. It’s best to choose an article that you know had a lot of social shares.

For example, we ran a search to our article 25 Social Media Tips from the World’s 5 Biggest Power Users (What Do They Know that You Don’t?).

Once you’ve run the search, you’ll see the option to select “All Tweets” or “Influential Only”. Yup, we’re interested in the influential tweets. So go ahead and click “Influential Only”.

You’ll end up with something like this:

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These are influencers who have already shared your content. So if you’re looking for people to connect with and ask for help from, you can’t go far wrong starting with these.

Over to You

Have you ever used Topsy to run a pro search? What did you discover? Let us know your Topsy tips and hacks in the comments section, below.

More RetweetsYou want to engage as many people as possible on Twitter.

The more people who see your Tweets, the quick you’ll grow your base of followers.

How can you get your Tweets out there? By having them retweeted.

It’s up to your followers to decide whether or not they’ll retweet you. But that doesn’t mean getting retweeted is out of your hands.

There are simple strategies you can follow to better your chances of being retweeted.

Ready to get stuck in? Then here goes.

1. Keep Your Tweets Short (70-110 characters)

A full tweet is 140 characters, but you shouldn’t use up all this space. The ideal length for tweets is between 70 and 110 characters. Why’s that? Because shorter tweets give space for others to retweet you, and add their own comments to your tweet.

2. Remember Your PVQs

Get the acronym “PVQ” stuck in your head, and you’ll get more engagement. What’s PVQ? Photos, Videos and Quotes.

Twitter researched its own users and looked at the types of tweets that got the most retweets.

Photos got 35% more retweets than average.

Videos had a 28% boost compared to the average.

And quotes were 19% more likely to retweeted compared to the average.

So…. PVQs. Got it?

3. Add a Hashtag

Hashtags aren’t quite as powerful as photos, videos and quotes, but they do give your tweets a better chance of being shared.

The same research by Twitter found that hashtags are 16% more likely to be shared.

4. Find the Best Time of Day to Tweet

Time of Day to TweetThe optimal time for tweeting depends on when your audience is online (there’s even something to be said for tweeting during quiet times, so you stand out more).

Think about your target audience when deciding what time to tweet. Then test, test, test to see the times of day when you get the most engagement.

Also check out our infographic of the best and worst times to post on social media.

5. Ask for Retweets

When Dan Zarella included the phrase “Please ReTweet” in his tweets, he found that 51% of tweets were retweeted.

Without this phrase, just 12% of tweets were retweeted.

Want people to share your tweets? Then ask them to do it. They’ll happily oblige.

Over to You

What strategies do you use to get more retweets on Twitter? Share your tips in the comments section, below.

Airline Social Media

How do you become a millionaire? Make a billion dollars and then buy an airline. – Warren Buffett

Buffett learned from experience – he got burned when he bought shares in US Airways worth over $300 million. In five years, they’d lost 75% of their value.

Buffett joked: “If a capitalist had been present at Kitty Hawk back in the early 1900s, he should have shot Orville Wright.”

Well, maybe shooting one of the Wright brothers is taking it a bit far. But airlines are tricky businesses to run at the best of times. Little wonder they so often lose money.

Your customers are tired and often grumpy. They’ve often got up early (or stayed up late) for their flight. Then they had to line up for check-in. Then security – which is simultaneously terrifying and humiliating. Then they’ve had to fight their way on board to find a cramped seat where they’ll have to sit for several hours.

Not even the food is special.

Hook that up with the fact that you’re dealing with people’s dreams. Vacations they’ve saved years to take. Trips across country to reunite with relatives or friends. Travel to a make-or-break business deal.

Airlines have a tough job on their hands.

Would you want to be an airline? I’m not sure I would.

But if I was, I’d be careful to avoid these mistakes.

1. Ryanair’s “Middle Gimp”

James Lockley and his newlywed wife had spent two hours stuck in traffic en route to Stansted Airport in London, England. They were flying out to their own wedding reception in central Europe.

Despite the delay, they arrived at the airport an hour before their Ryanair flight was due to depart.

Yet due to Ryanair staff behaving incompetently, the plane boarded without them.

They were left stranded – and furious – in London, while the guests at their own wedding reception partied without them.

Lockley’s revenge? A letter of complaint to Ryanair that he published to Facebook. Ryanair staff are characterized as “Vacant”, “Not That Bright” and “Middle Gimp”.

Middle Gimp – supposedly a customer services manager – showed no compassion o their plight.

Here’s the story:

Middle Gimp had clearly listen hard at Ryan Air Middle Gimp school as he managed to take two perfectly calm and sane adults and in a matter of seconds reduce them to angry people considering violence.

‘Check in opens 3 hours before the flight’ he barked repeatedly as if it was the answer to every question in life. We tried to ask Middle Gimp direct questions about why it was necessary for us to miss the flight because the Child had forgotten to do his job, and Vacant had forgotten to do hers.

‘Why is this our fault, and why should we miss the flight because Ryan Air staff have admitted they made errors?.

‘Check in opens three hours before the flight’

‘Do you acknowledge we have just cause for complaint as we tried to do the right thing and the only reason we are not on the plane is because of communication failures with Ryan Air Staff?’

‘Check in opens three hours before the flight’

‘What colour are my trousers?’

‘Check in opens three hours before the flight’

You can read the full letter here. At the time of writing, it’s clocked up close to 70,000 shares.

Ouch.

Worse, Ryanair have just ignored it.

Ryanair gets by on being cheap. People use Ryanair because they want to save money. And maybe that’s a strategy that will always work for them.

But here’s the rub.

People today expect more of companies, especially when it comes to customer service. Companies who fulfill that expectation are rewarded for their effort.

Research shows that seven in 10 (71%) consumers are likely to recommend a brand to others, if they experience a quick and effective customer service response on social media. That figure drops to 19% for consumers who don’t receive a response.

2. United Breaks Guitars

Canadian musician Dave Carroll was flying from Halifax to Omaha, Nebraska to play at a gig. He checked his guitar into hold.

During a layover at Chicago’s O’Hare International Airport, he overheard another passenger exclaim “they’re throwing guitars outside”.

When Carroll arrived in Omaha, he discovered that his $3,500 Taylor guitar had suffered severe damage.

Carroll tried to claim compensation, but his claim was repeatedly rejected because he had failed to submit the claim within the “standard 24-hour timeframe.”

After nine months of frustrating phone calls and failed negotiations, Carroll changed tactics. Instead of trying to deal with United’s customer service team, he wrote a song about his experience.

“United Breaks Guitars” was an instant YouTube hit, clocking up 150,000 views in a single day.

United immediately contacted Carroll to “make what happened right” – though they only offered $3,000 in compensation (Carroll took it, and gave the money to charity).

Fortunately, Taylor guitars stepped into the breach, offering Carroll two Taylor guitars.

And “United Breaks Guitars” is still Dave Carroll’s biggest hit, with over 14 million views on YouTube.

What does this show? People power. Your customers have a greater voice than ever before – so don’t dismiss them when they come to you with problems.

3. #QantasLuxury

Back in 2011, Australian airline Qantas unintentionally kicked off a Twitter comedy hour.

Qantas asked people to tweet about their dream luxury inflight experience using the hashtag #QantasLuxury.

Did people start sharing their flying fantasies?

Nope, they didn’t..

Instead, they used the hashtag as a batsignal to get the attention of Qantas customer services.

Tweets included:

My #QantasLuxury experience would be no matter what time or duration of the flight a proper meal is served a cookie is not a meal its a joke

A complimentary cheap hotel room because your cynical airline left you stranded in Adelaide, of all places. Adelaide. #QantasLuxury

A plane that doesn’t have an exploding engine! #QantasLuxury

The lesson? If you’re going to ask your customers to dream better, then make sure your current offering is already damn good.

The Takeaway

What’s to learn from all of these? Your customers matter. Listen to them and treat them with respect – and they’ll do the same in return. Ignore customer complaints at your peril!