Tweeting Out









The Twitter Ecosystem!

Twitter has made itself easily adaptable, lending itself to aide companies in their pursuit of the five objectives mentioned in Groundswell, by Charlene Li and Josh Bernoff.



On Twitter you will begin to get a following, these are the people that want to hear from your company. They are probably one of the easiest groups of people to listen to, because they come up in your news feed if you follow them back; it is the people that you are not following that you have to try and listen to as much as possible. As a company, you need to listen to what your customers are saying about your products, your brand, and your company. This can help avert any negative feelings towards the company, if you act quickly and accordingly to each situation (especially negative situations, because that is what stops a crisis). It can be difficult to watch every comment, tweet, or mention on twitter about a company; most companies (especially those starting out) do not have the staff to sit and watch these comments and tweets all day, every day.


Talking on Twitter is limited to 140 characters or less, which can make it really good or really boring; depending on the approach that you take, as a company. Twitter is a social media platforming, meaning you need to be social, to be interesting. In the article, Users of the World Unite, written by Andreas Kaplan and Michael Haenlein they mention 5 points about being social:

  1. Be Active
  2. Be Interesting
  3. Be Humble
  4. Be Unprofessional
  5. Be Honest

 As you talk on Twitter, you will be posting what is known as a tweet! They can be filled with trending topics (known as hashtags, “#”) or mentions someone or a company through the “@” Symbol. An example of this is, if I wanted to mention Ten Tree into one of my tweets, it would look like the following:



To energize your followers on Twitter this can be accomplished a few different ways; the most common ways are by responding to your followers and retweeting their content. This will make them want to continuously engage with your company and promote it; it allows your company to build dialogue with its followers. Don’t waste your following, by not engaging with your followers.  For Ten Tree to create dialogue with me they could: REPLY by hitting the arrow pointing to the left; RETWEET me by hitting the two arrows making up a box; FAVORITE me by hitting the star; or SHARE me on another platform by hitting the connected dots. By replying, retweeting, favoring, or sharing my tweet it allows other followers to become energized as well! They can join into the conversation too!


The most influential objective that Twitter helps with is supporting your customers.  Whether your company is on Twitter or not, you will still be talked about on the platform. When you create a Twitter account, your customers are going to be looking to communicate with you! If they have questions about your company and tweet them to you, they are expecting you to respond. Your company can send them links of where to go to fix any problems that arise, which is why it is important to have someone monitoring your twitter account (Get the staff, it is worth it). Twitter provides companies with a chance to create a community with their followers, as well as join and become engaged with other communities on trending topics.


This is the hardest objective to successfully master on Twitter, due to the fact that you are limited to 140 characters. In embracing your customers you are working with them, and taking on their ideas regarding your products and market strategies. Your community has to be focused on driving ideas for you, allowing you to fully embrace them on Twitter. The best way to embrace your community is to create dialogue.

On Twitter (and other social media sites), dialogue is probably the most important thing to create, build, and maintain for any company, especially in hopes of achieving the 5 objectives (Listening, Talking, Energizing, Supporting, and Embracing) from Groundswell‘s POST METHOD.


What’s next?

In Groundswell, Charlene Li and Josh Bernoff have created the groundswell strategy known as the POST Method. This provides businesses with the starting point and ending point to every great social media marketing strategy.



Who are the people you are looking for?

Where can you find them?

What do they want from you?

All of this was answered in my previous blog, One Step Forward, where I determined who my Social Technographic Profile was. This is important for every business to figure out early on, because these are the people who will become your income. Ten Tree’s target market are females that are working towards their Graduates degree.



What do you want?

What do you hope to achieve?

Where is your focus?

Once you know who your people are, you can begin to look at what you are hoping to achieve. There are 5 basic objectives that a business can utilize: Listening, Talking, Energizing, Supporting, and Embracing. If you don’t have a goal, you will likely fail as a business.

Ten Tree’s goal is to educate people how the impact that planting trees has on the environment. They incorporated their audience into their business plan, goals, and objectives. They sell their audience with their product in hopes of inspiring others to get out there and purchase it as well. They are giving their audience an opportunity to plant ten trees through just purchasing their clothes, but ultimately Ten Tree is focused on creating a positive impact… the impact of 10 trees on a nation, on the ecosystem, and on the world.



What will your company do?

What is your plan?

How will you achieve your goals?

You know who your people are, and where to find them. You have made goals and objectives that your company hopes to achieve. Now how will you achieve it? A company must create a plan. It is best to start small but leave room for growth. Consider what your objectives are for you company, when developing your strategy because once you start a movement with your company’s direction it is difficult to stop it.

“For every action there is an equal and opposite reaction” – Sir Isaac Newton’s 3rd Law of Motion

Consider all the consequences and end results of your company’s strategy, and the impact it could have on your company’s image. Things can go either really good or really bad depending on the strategy you choose. The face of your company is important, and remembering who is representing your company is even more important. As discussed previously, in Users of the World Unite, once information is out on the Web it is difficult to get rid of it. This is true also for everything that you align with your company to help you achieve each of your company’s goals.

Ten Tree’s strategy has focused on their social responsibility, through planting ten trees with every item one of their customers buys. They sell their products online through their website, as well as through stores such as Below the Belt, Boathouse, and Extreme (just to name a few in Edmonton). To help ensure they are reaching their audience and educating their customers they have created various social media platforms. As well, they have considered who they want to be supporting their company from their experience on the Dragon’s Den. Ten Tree had to focus on who they wanted to represent the face of their company, which can be demonstrated in the clip below.



What social applications will you use?

How will these social applications affect your target audience?

Which social applications should you build on?

These are the various social applications that a company can use to get their message out there, which help them reach their objectives. This is the technology you use to reach your audience, but it is important to use the right social application. There is a lot of traffic on the Web now a days, and new trends are happening all the time. As a company, you may want to get involved in all these trends, but DON’T! As a business you have to determine what works best for your company, because if you don’t it could negatively affect your business.

Ten Tree has successfully mastered technology through focusing on social applications such as Facebook, Twitter, and YouTube. They chose the application that were populated with their target audience, the joiners and spectators, creating opportunities for them to join groups and watch what the company is all about. They have separated themselves from their competitors through heavily utilizing these applications, because they are creating an awareness that is larger than themselves.


Following the order of the POST method is probably the most important thing for businesses to take away. The biggest mistake that a company makes is to start with the technology aspect of the method; however, if you start with the technology, you are probably spending a lot of unnecessary time and money where you don’t need to be. The POST method can be used to help align your people to the technology you are using, because it is important to sync these two aspect together as one.

Anybody Listening?

What inspires you?

Ten Tree is listening, they are encouraging you to tell them through.


Ten Tree have teamed up with Canadian Wildlife Foundation and LiveUnbound, because they all are representing one brand image. However, the brand is never what the company says the brand is… it is what their audience is saying about the company that form the brand. Groundswell, by Charlene Li and Josh Bernoff, is saying just that to businesses through novel explaining the “How to” survive the business world. They discuss many points that all businesses need to follow, in terms of a plan:

  • Check the Social Technographic Profile of your customers
  • Start small, think big
  • Make sure your listening vendor has dedicated an experienced team to your efforts
  • Choose a senior person to interpret the information and integrate it with other sources

With most of Ten Tree’s audience being Joiners and Spectators, the company has to consider the methods of listening to their customers. The best ways to accomplish this would be through creating groups that their customers can join and having them comment, share, and like their posts. They have begun small by focusing on 3 social media platforms: Facebook, Twitter, and Youtube; integrating all these platforms with their message to their company’s mission and vision. Every item of clothing that someone buys 10 trees are planted, allowing people to feel socially aware while they are shopping. This has helped the company compete in the retail industry successfully, because their brand name is so strong; it is more like a lifestyle!

I am listening! Tell me what inspires you!

One Step Forward….

Everything has a beginning, it is the starting line before we all move forward. But what does this really mean? What does this really look like?

Moving forward with social media, we will continue to look at people, connections, and relationships that companies need to focus on. When examining the novel, Groundswell, by Charlene Li and Josh Bernoff a method of concentrating on the relationships is the Social Technographic Profile. The profile focuses on the technology behaviors that groups have and compares them to each other. Utilizing tools such as Alexa and Forrester it can help provide a company more information on their Social Technographic Profile. Following the company Ten Tree I determined the following information:

From Alexa, I was able to determine that Ten Tree’s audience are mostly females in Graduate school living in Canada. Once I knew this information, I was able to input this into Forrester to determine what the Social Technographic Profile was for Ten Tree. The Social Technographic Profile is broken down further into six different groups: creators, critics, collectors, joiners, spectators, and inactives.

Most of the people for Ten Tree are joiners, these are the people that are participating on social media sites such as FACEBOOK.  As well as spectators, who are reading and watch all the social media platforms; this includes watching the YouTube videos, reading tweets and more. They captivate their audience through these platforms, enhancing their users’ experiences through focusing more on the visual aspect of their company. Ten Tree’s target market is able to post and participate on their Facebook page through sharing photos, and this particularly appeals to the joiners. Understanding that a lot of their audience will be watching for this encourages the company to continue to post. This can be seen by following their TWITTER account, they are always posting new photos and quotes that are targeted to inspire their audience.

All this information is nothing if you cannot see its value, and viewing the two sites you can see the value of knowing what your Social Technographic Profile. With most of Ten Tree’s audience being joiners, you would expect their Facebook site to have more followers than other platforms; their Facebook pages has 238,601 likes as of February 6th, 2014 and their Twitter page only has 24,400 followers. Knowing where your audience is can really help a company, which will be discussed more in future posts! Stay tuned!

The Beginning…

EXTRA EXTRA read all about it!

Groundbreaking news right here!

 Social Media is changing everything you thought you knew. Social media is changing everything businesses thought they knew. We are all losing control! In the article, Users of the World Unite, by Andreas Kaplan and Michael Haenlein it discusses the lose of control from Web 1.0 to Web 2.0. 

Times are changing, we are wanting things faster and faster; trapped in the now! Information is just seconds away, a click of a button. Businesses are especially losing control over the content that is being released and accessed by the public. They are having to adapt and change in this extreme environment, at paces that flash before our screens. One second they can be on top, then in one more second they can be yesterday’s news.

Social media take so many different forms:







The list continues on and on…

If you are not involved on these social platforms, where are you? As a business, you are most definitely yesterday’s news. The world of trending is forcing companies to engage more with their consumers, if they want to remain relevant in their minds. Businesses are having to find new ways to build relationships; they have to transform this impersonal form of communication to something personal.

Companies, such as Ten Tree, are making those connections with people by making them feel important, inspired, and on top of the world! Connections are made with their consumers through using videos and photos.   They inspire those who watch their videos, see their photos, and follow their social media sites. They make their audience feel in control in a chaos filled world, because they can make the change and do what they believe is important to themselves, their community, but ultimately their world.  

Ten Tree has aligned their company to match that of their target audience, this is truly accomplished and demonstrated through them promoting their audience on Facebook and Twitter. They communicate their story through their site, which enforces their mission and vision statement to their target market. Ten Tree focuses on educating, promoting, and inspiring people to enjoy the world that they have.

Don’t believe me, check them out by clicking the photo below!


Kaplan, A.M., & Haenlein, M. (2010). Users of the world, unite. Business Horizons. 53(1).