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Create a striking image to help the offer stand out, and post it several times to make sure it is seen by as many of your followers as possible. If you want to measure sales and conversions made specifically through Twitter, tweet a tracking code only to your followers and be sure to ask for it during the transaction. e.g. TWEET20. It is good practice to place a time limit on your Twitter coupons as a way to drive short-term sales by increasing the sense of urgency between 1 and 2 weeks is a decent time for people to both see and redeem the promotion. For businesses looking to engage and strengthen relationships with their customers, asking people to message or DM you to receive an offer is one powerful strategy – just make sure you have the means to handle all of the messages you expect to receive! T witter helped my career in a huge way, so it s with a heavy heart that I have to criticize them for their stunning lack of engagement. They are in a constant state of push, putting out self-serving announcement after announcement, and make zero effort to build community. On June 6, 2013, they were in full-on brag mode, announcing their new partnership with WPP. That the platform itself has no idea how to natively storytell proves that we are still living in the early days of the grand social media timeline. Twitter has the capability to listen to people talk all day long. When it first bought Vine and millions of people were tweeting raves about the new product, why couldn t it even muster up the occasional Thank you ? How could the marketing team not realize the importance of establishing an emotional connection with its users? If they had, maybe some of the people who flocked to Instagram after it launched video sharing might have stayed loyal to Vine, instead of sending it into a downward spiral. The world is emotional. If Twitter itself is not listening and reaching out on Twitter, how can they expect anyone to feel strongly about the platform? I have a lot of friends at Twitter and I m curious to hear their opinions when they read this critique. I m sure they ll have plenty to say. Subway cards I would never have had the audacity to recommend to every business, especially a small mom-and-pop shop, that they should hire a professional photographer to take pictures of their product for social media content, because of the tremendous overhead it would represent, but secretly that s exactly what I wish every business would do. And you know, if you ve got the will, there is always a way. Ever heard of bartering? That s an idea we need to take more seriously. When I think back, I could have bartered wine in exchange for professional shots of wine labels in a heartbeat if I had wanted to. If you re a small business a shoe salesperson, a lawyer, an electrician, or maybe a real estate agent you can provide a service or product in exchange for another service or product that you need, like professional photographs. It would be such a worthwhile investment. A beautiful photo of your product makes all the difference in the world. Flip ahead to the picture of the apple turnover on Arby s Pinterest board on page 128 would you rather eat there, or at Cone Palace? Altering your words and thought perceptions are akin to wiping your windshield clean and seeing beyond your own sphere of sight. How do you manage your choice of perception? What language do you use in your mind?