The really simple way to build twitter followers within your target audience

21 Apr 15

Are you struggling with building your community on twitter within your target audience? Are you looking to get more engagement from your tweets?

The key to more engagement; retweets, mentions and favourites, is to make sure that you have a good community that you are social with. Also making sure that the people who are following you on twitter are interested in your tweets. Many people will just follow anyone to get their numbers up on their twitter account.

It’s not all about how many followers you have, it’s about the quality of the followers who follow you.

To some extent you need a good number of followers to show credibility and to attract people to follow you. You don’t just want random people following you, otherwise your tweets will not receive conversation or reach.

twitter followersSo, how do you build your followers within your target audience? Well you need to go and find your target audience.

First you need to brainstorm your target audience.

Who are they; age, location, gender, interests, part of any professional bodies or associations, what magazines do they read, TV programmes do they watch, part of a Chamber of Commerce, what networking events do they attend, what local attractions do they visit, what radio show do they listen to etc.

Once you have brainstormed your target audience you can then go and find them on twitter. You can look at the certain hashtags for the keywords, places or TV Programmes and see what people are engaging in that conversation (these people are your target audience). Alternatively you can use a tool called Followerwonk

Followerwonk has a free feature where you can search bios of people on twitter. I.e.: you can find all the accountants in Kent! It will give you these in list form and you can then go and check out their twitter profile and follow.

When you follow someone on twitter (within your target audience) they will get notified that you followed them, they may then reciprocate and follow you back. You will then be building a following within your target audience. This is the key; follow your target audience first.

Aim to follow 20 to 50 people a week within your target audience and this will start to organically build a twitter following within your target audience.

Keep a track on how your community is building by monitoring and measuring

  • The number of followers
  • Retweets
  • Mentions
  • Favourites

You will see a difference in your engagement levels when you start building a following within your target audience. Keep me posted on how you get on! Share your twitter handle in the comments and I will follow you!

If you have not got the time and resources to manage your company twitter account we can help you! We provide bespoke twitter management which includes creating tweets, building followers, engaging in twitter chats and full monthly reports. Email for more information.

Get more engagement on your LinkedIn published posts

21 Apr 15

Are you using LinkedIn Published Posts and only getting a few likes? Would you like more engagement and shares to build your followers and connections on LinkedIn?

LinkedIn Publishing Posts are a new feature that LinkedIn have rolled out in the last year.

A published post is different to an update status as when you post a published post it notifies all of your connections via their notifications tab in their LinkedIn profile. Whereas a status update posts it into their timeline and they need to be online at that time to notice the post.

A published post is like a blog post. You can add an image, catchy headline and add media links. You can create a published post from your home page on LinkedIn next to your update status area.

I am going to share with you some tips on how you can get more engagement on your published post.

Catchy headline

When publish your post it notifies your followers and connections. It does this at the top right of their profile highlighting their notifications flag. You need to make sure that your headline is short and catchy and it includes keywords. Your connections will only see part of the title. It therefore needs to be something interesting so they want to click on it, to learn more.


Use keywords throughout your post as this helps with the ranking of your post in Pulse (LinkedIn news feature) and in the search facility of LinkedIn.

If you are unsure of what keywords to use try out Google Keyword Planner to see what words your audience are using in Google. Users use LinkedIn just like they would Google.


Always include a picture for the heading of your published post. You can include one within the body of the post as well. The benefit of using an image is that people will see your published post in their timeline and on your profile. People engage more with posts with an image then those without.


At the bottom of your published post it asks you to complete tags. Tags are keywords of what your published post is about. They only allow three tags to be used. Make sure they are relevant keywords to your post. This helps with the search of your post in LinkedIn

Share on other social media sites

After you have published your post share to all of your other social media sites including your own LinkedIn status update. Don’t just share this once. I normally share daily for the next week. This really generates views and visits to the post, and gets in front of people that may have initially missed the post when first published.

Share in LinkedIn groups

Providing your published post adds value and is good content, you can post to relevant groups and communities that you are part of. I only recommend you post once as you don’t want to look like you are spamming. You can share directly into groups from the share option on the published post.


Try different days of posting to see what day works best for you. Keep a spreadsheet of the title of the post, day/time posted and views/likes and comments. This is gives you an idea of when your audience are most engaged on LinkedIn. Sunday evenings worked for me! Look at this post engagement!

Call to Action

Always make sure you have a call to action on your published post. Send them to your website, a free product signup or another published post!

Make sure you LinkedIn profile is fully complete and optimised as people will visit your profile after viewing the published post.

We can provide a 15 minute skype consultation on your Social media needs and requirements email for your FREE session!

The Little Guide to Twitter Jargon

19 Apr 15

Are you familiar with the language of twitter?

Many people ask me what is a tweet, what are hashtags all about, and what does the “@” sign mean.

Are you confused with all the twitter jargon and need a little guide to refer to? Well look no further; I am going to share with you all of the twitter jargon you need to start becoming familiar with the online twitter world!

Twitter username – All users of twitter are given a twitter username which is sometimes referred to as a twitter handle or name. We can select our twitter username when we setup our twitter account initially. If someone asks you what is your twitter username, you can find your name as it begins with the “@” sign. All twitter usernames have the “@” sign before their name.  i.e.: my twitter username is @zoe_cairns (feel free to come and follow me!).

Tweet – A tweet is a message we send on twitter. Tweets are 140 character messages and are seen by the people who follow us; who are interested in our tweets. Please remember that tweets are public unless you decide to protect your tweets which means only the people you accept to follow you will see these.

Twitter mention – When people include your name in a tweet with the “@”, you will be notified that you have been mentioned in a tweet. This is referred to as a twitter mention.

Retweet – When you see an interesting, informative, or fun tweet you can share this with all your followers to see. This is called a retweet. You hover over the tweet and there is a button with two arrows and once clicked it will then send out the tweet to all of the people following you.

Favourite – When you see something you would like to bookmark, a good testimonial about your product/services, or a great tweet, you can favourite it. You can do this by hovering over the tweet and clicking on the star icon below the tweet. When you do this it will save the tweet in your favourite tweets section.

Following – People of whom you would like to follow their tweets.

Followers – People who follow you to see your tweets.

Hashtags – You can streamline conversations regarding a topic, conversation, place, event and even a TV programme! These conversations are streamlined with a hashtag. Hashtags are used to enable a search in twitter to streamline a conversation about that particular topic. I.e.: If you were to type in #ZCSocialMedia in twitter you will see all the comments from people that have included the hashtag in their tweets. Look out for my future blog on hashtags and twitter chats to explain this in more detail!

Twitter Timeline – When you log into your twitter account, your twitter timeline is the page you will first come to. Your twitter timeline displays the tweets from all the people you decide to follow on twitter.

Twitter Lists – You can segment the people you follow in twitter into separate lists known as twitter lists. This helps to get rid of the noise from your twitter timeline. By streamlining your followers into lists it helps you become more strategic with your twitter experience.

When you add the people you are following to a twitter list you will only see their tweets when selecting that specific list.

Twitter DM – Direct Message – You can send a private message to your twitter follower/following but you have to be following each other in order to do this.

Do you have the time and resources in house to manage your twitter account? We can help! We provide bespoke twitter management email to find out how we can be building your presence, community and traffic to your website!

Feel free to comment below! Share your twitter handle and I will follow you!

Simple Twitter Setup Fundamentals

19 Apr 15

When you first go onto Twitter you hurry through the setup process with not much thought about what your Twitter name should be or the importance of who you would like to follow as you just want to get through to the main Twitter home page to send your first tweet. 

If this relates to you then don’t worry we can go back to the Twitter setup settings that are important to your Twitter presence. 

twitter fundamentalsI am going to go through with you the important aspects of your Twitter account which will optimise your profile to get found and to build your presence. 

Twitter name / handle

Your Twitter name or otherwise known as a Twitter handle or username is something you choose in the initial setup process of Twitter. It automatically selects a username for us by looking at our name and providing a username which would be appropriate for example: “Zoe1234”.

Most people go with what Twitter provide and are unaware of the importance of this username in Twitter searches. You need to choose a Twitter name that is either keyword rich or you company name to help you get found when people are searching in Twitter.

Keywords are what people would type to find something in Google. A good tool to use to find keywords is Google Keyword Planner.

If you have already set your Twitter name / username you can change this. You can change it by going to the top right where you see your head and shoulder icon, and click on the “settings”. Once you are then taken to the profile settings you can change your “username”.

Twitter profile picture

I always suggest having a profile picture as your Twitter profile image rather than a company logo. It enables your followers to build a rapport, know-like-trust factor, and know who they are going to do business with.  We all know that people buy from people.

Twitter header 

Use your Twitter header to showcase your services, products or your working environment. This could be speaking, conducting workshops, it could even be displaying your products such as FREE eBooks! Use this space with a visual graphic.

I recommend to create your Twitter header. Canva provides an exact size image template for your Twitter header that you can drag and drop your own images, colours and text into an image for your header.

Twitter bio 

Your Twitter bio is where you display what you do. You only get 160 characters for your bio. Again think of keywords and putting in relevant hashtags will also help when people search in Twitter. It will help with your Twitter profile ranking.

Twitter location

Make sure you enter your location of where you are based. It’s important you consider whether this location is also based in another country as well. If it is then please do put your county or country.

Twitter time settings 

The Twitter time settings in your profile settings is pre-set to Amsterdam time zone. Make sure this is changed to your local time zone as it can affect any third party tools that may be posting to your profile.

Twitter theme colour 

Your brand is important so therefore you should keep your brand consistent across all marketing and online sites. You can change your theme colour to match your company colours in your profile settings, and clicking on “Design”.

First tweet! 

I would love to see your first tweet! Or a tweet after you have read this blog! Tag me @zoe_cairns and use the hashtag #zcsocialmedia! Would love to hear your feedback.

You can send your first tweet by clicking on the top right icon which is a square with a feather pen in the middle. Enter your message which is known as a tweet (please note you are restricted to 140 characters!) and click send!

I will be sharing more blogs covering Twitter strategies over the next week!

Learn how your employees can ‘elevate’ your company on LinkedIn!

18 Apr 15

Does your LinkedIn company page have less followers than your employee’s personal profile?

Are your employees getting more engagement with their update status than your company page posts?

linkedin elevateMost businesses, unless you are a well-known brand, struggle to increase the number of their followers on their LinkedIn company pages organically. Without spending money on LinkedIn Ad’s to help build the numbers of your company followers you will find they will grow steadily.

Our personal profiles on LinkedIn are something all employees of a business should consider creating and optimising. They will help to increase the presence of the business brand.

We are able to build our connections on our profiles more easily by uploading our email connections, people we meet networking from their contact details on business cards and other members of a joined group.

A new update from LinkedIn reveals that they are going to be rolling out a new app called Elevate. Elevate is a content sharing application that will allow companies to leverage the social media activities of their employees to drive more leads and enquiries to their business.

Elevate will help employees create and find good quality content. It will also enable them to share directly to their social media profiles: twitter and LinkedIn and indicate the best time for them to do this! The most important feature is that it will measure the impact of the content they are creating and sharing.

At the moment Elevate is invitation only but LinkedIn plan to roll out the new tool later in the year.

In preparation for the roll out for Elevate, make sure your LinkedIn profiles are fully optimised and complete. Also if you haven’t already created your LinkedIn company page it’s time to get started!

The team at ZC Social Media help individuals and businesses to setup their profile and presence on LinkedIn. For more information email

We can now broadcast LIVE videos on twitter via Periscope!

11 Apr 15

How exciting! I am loving this new app connected to twitter called Periscope.

Periscope is a mobile app we can download from the Apple iTunes (Only available for iOS at the moment).

It is a twitter owned tool that allows us to broadcast LIVE from anywhere in the world allowing our twitter followers to watch, engage with a comment and send a heart to show they like what they see.

Periscope can notify us when the people we follow on twitter are LIVE broadcasting as well.

The comment feature in periscope allows us to start engaging with the broadcaster in real time, allowing us to be part of the LIVE situation.

So how can we use Periscope for business?

There are many ways we can use Periscope for our business to expand the reach of our message and presence.

The most important thing we have to remember is that we need to provide valuable content to our audience.

Behind The Scenes

You can do a LIVE stream of your company and team behind the scenes at your workplace! Let your fans see your typical day in the office. This will build up a rapport with your community and they will start to build that know like and trust with you.

Company News

A perfect place to LIVE broadcast your latest company news. Share and wait for the feedback. Great for announcements and hot off the press news!

New Product Launch

Are you releasing a new product or service? Would you like to share it with your followers LIVE! Get more reach and more exposure by sharing a demonstration and the features of the new product. You can also allow your followers to comment and ask questions on certain features.

Clinics or Q & A Forums

Run a LIVE Q & A Forum for your followers or even call it a clinic. Answer their questions in real time and also expand the reach of your knowledge to their followers too.

Share an experience

Share a business situation, speaking opportunity or trip with your peers who would love to do something similar. Allow them to experience the situation with you. Gain that engagement of your followers who may ask more questions but also build a stronger connection with you for sharing.

I can think of many more ways where you can use Periscope in your business, the above ways are a great way to get started.

How about you give it a try?

Let me know how you get on. Share your success, challenges and questions with me in the comments below.

LinkedIn: Get the world’s largest professional social network working for you!

8 Mar 15

Is your 5 year old LinkedIn profile uncompleted, unloved and generally uninspiring? Maybe you don’t have a profile at all. Fear not! Here you can find out how LinkedIn can help you build a presence in the professional world, helping you to stand out from the crowd.

Key facts

  • Over 225m professionals use LinkedIn to exchange information, ideas and opportunities
  • LinkedIn allows you to: stay informed about your contacts and industry; find the people and knowledge you need to achieve your goals; and control your professional identity online
  • Lots of fantastic features include a profile, news feed, company pages, influencers messaging tools, company pages and community building, to name a few
  • Hubspot says that LinkedIn is 277% more effective at driving B2B sales than Facebook and Twitter

LinkedIn is a great resource as it provides you with a full database of profiles at the touch of a button. The platform is a great way to network and stay connected with useful contacts, and can hugely enhance your credibility, helping to establish you as an authority in your industry, product or service. 

Where to start?

The most important function is the personal profile – your shop window to the world!
Firstly, create a new profile (if you haven’t already). Next, set about populating as many of the information fields as possible:

  • Image

A profile picture is a must! Ensure that it looks professional, personable and recognisable.

For consistency, make sure that you use the same image across all the online platforms you are using.

  •  Header

Found directly underneath your name, getting your header spot on is key! Many people simply add their job title to this field, which is absolutely fine. But to make a great impression, try adding something with a little personality. You have up to 120 characters to play around with so make the most of each one! Including keywords and location will make you more searchable so keep in mind what your audience is looking for when they search. For example, in place of “Marketing Manager”, you might use “Experienced Marketing and Communications Professional specialising in Social Media, based in London.”

  • Current/Previous work

Ensure that these fields are completed. Prospects want to know that you’re experienced!

  • Vanity URL

A vanity URL such as gives a professional look to your link, which you can promote on your CV, Twitter account, website and other platforms. Amend this in the section directly below your profile picture.

  • Summary

Your summary should include interesting copy which talks about you and highlights what makes you/your company and products/services so special. Use keywords frequently and include a call to action such as “Get in touch for more information.” Avoid using large chunks of text. This field can also be used to list your specialities.

  • Experience

This field is where you can talk about your current role. Here you can provide detail of your day-to-day work. Make it engaging and include keywords specific to your service/product/industry.

  • File uploads

This section allows you to promote your portfolio and serves to bolster your summary with real-life examples of your work. These could be factsheets, e-books, documents, brochures, images or videos. Be sure to caption each file with a short explanation.

  • Contact details

When your profile grabs the attention of your prospects, you want them to be able to easily contact you and so it is essential to complete this field. Include details such as email address, work telephone number, address, work-associated Twitter account, company website or blog.

  • Past roles

Detail your previous experience fully. Even if you don’t think it is completely relevant to what you do now, you’ll never know when a mutual interest might pop up. Don’t forget to explain any gaps in your career, e.g. travel, voluntary work or maternity breaks.

  • Additional information

Volunteer Experience and Causes These humanise you and show your diversity as a professional.

Projects can be used to show an insight into your work. Update these often.

Courses are a great way of showing that you’re always looking to improve yourself and your prospects.

Skill and Expertise / Recommendations and Endorsements Skills are simply keywords that can be endorsed by others with just one click. You can list up to 50 skills. Recommendations are real written testimonials from your connections. Request them from clients or work colleagues on a reciprocal basis. Usually if you recommend or endorse someone, they are likely to return the favour.

Finally, do you work in a different language? Have you published essays, a book or a white paper? Are you a member of your industry’s governing organisation or any large networking groups? Have you or your company won accolades or awards? If the answer to any or all of these questions is ‘Yes’, you should list these in your profile.

Now check your search rankings!

Profiles are ranked in search according to keyword density, profile completeness and shared connections.

Type in the keywords you want to be known for to the search bar at the top of the page. Are you at the top of the list? If not – go back through your profile and increase the number of keywords in your copy! 

Need help to perfect your LinkedIn profile?

For more information on how you can make your LinkedIn profile stand out from the crowd, contact ZC Social Media. We provide a range of services specifically for LinkedIn, from individual profile overhauls, company pages and advertising to corporate consultancy sessions and training. Get in touch today to find out more!

Zoe Cairns | |

Are you a victim of Catfishing?

3 Mar 15

Do you even know what Catfishing is?

The term Catfishing comes from the 2010 American documentary film titled Catfish. Despite the awareness this created, even year’s later people are still falling victim to this phenomenon.

As reported on BBC Top News Story today Ruth Palmer’s identity was stolen online to set up fake accounts on social media sites such as Facebook and Instagram. Ruth’s photos and personal information was used to set up fake accounts for online dating and blogs. This is known as Catfishing.

Catfishing is where internet scammers take your personal information and photos from social media networking sites and setup online identities to hoax people into a romance or scam.

Could you be the next victim?


Are you a victim of catfishing?

The BBC South East TV asked me as a Social Media Consultant how easy this is for internet scammers to carry out identity theft.

It is easy to be a victim of Catfishing when you don’t understand the privacy settings within your Social Media accounts.

Even though you may have set your privacy settings to private on your Facebook personal profile it doesn’t mean that all your posts are protected from predators you do not know.

You need to make sure that when you are posting new updates, pictures and information that you select the privacy of that particular post when you click on “post”. This can be found next to the blue post button when you update your status.

Don’t be the next victim of identity theft where you may experience the humiliation, pain and lies from the misrepresentation of your appearance. Check your privacy settings on your social media profiles and those of the posts when you upload.