By the end of this module you will understand how to curate content and measure the value this can bring to an organization.
This module represents the core of the Nustory Project.
You will be sourcing relevant 3rd party content that you will share on Twitter to build thought leadership for your business sponsor. You will also be getting to grips with the Hootsuite platform, which we will be using throughout this exercise.
For the Nustory project you will have two Hootsuite accounts: your personal account you can use for completing Hootsuite certification and the account linked to the Twitter handle of your business sponsor. For this tutorial, it is recommended to use your personal account.
Following module 3, you should now have a clear understanding of your business sponsor and the product/service on which you will be focusing. You should also have signed off on the keywords/hashtags and sources of content with your business sponsor.
a) Setting up hashtag searches in Hootsuite
The keywords and hashtags identified in Module 3 Part B are particularly useful for locating and sharing relevant content on Twitter. Hashtags are used to gather conversation around particular topics and themes.
If you are new to Twitter check out this useful primer:
If you are unfamiliar with the use of hashtags, I’d recommend this article:
If we use our example from Module 3 Part B we identified hashtags:
Now within Hootsuite you can setup searches to monitor these hashtags to find relevant content to share. Follow these simple steps:
1) Click on the ‘Add Stream’ button at the top of your dashboard
2) Select a profile to link to this stream (you probably have only one choice here)
3) Enter in the hashtag into the search field (eg. #enterprisevideo)
4) Click on ‘Add Stream’
You should see a new column in the dashboard which looks something like this:
b) Resharing Twitter content through Hootsuite
Now first let’s take a look at one of these Tweets.
Clicking on a timestamp next to a Tweet in Hootsuite will open up the Tweet in a new window, eg:
Notice the hashtag ‘#EnterpriseVideo’: this helps people with an interest in this topic find this information (hashtags are not case sensitive).
There is the shortened URL in the Tweet ‘buff.ly/1zTjULp’: short URLs are used to reduce the valuable space the link takes (you only have 140 characters per Tweet!) and help count how many people click on the link.
The author is sharing content that he heard from someone else and so references them: ‘via @nojitter’.
Going back to Hootsuite, you can now retweet (share) this with your followers:
This will bring you into the main Hootsuite editor:
We want to shorten the URL using the Hootsuite tool so that we can measure the impact of our work in one place. Copy the URL in the Tweet into the ‘Shrink’ box which will generate a new Hootsuite short URL (typically in the format ‘ow.ly’). You will see this at the end of your Tweet and should replace the original URL with this one. Make sure you only have this one URL in the Tweet.
Next, schedule the Tweet to at least one day out. This will give you time to amend it if you need to and for your business sponsor to review.
That’s it – you’ve now setup your first Tweet for sharing through Hootsuite!
c) Reviewing your scheduled content with the Hootsuite Publisher
Now is a good time to take a look at the Publisher in Hootsuite. This is where you will see all Tweets that have been scheduled for the account in Hootsuite.
The Publisher is the ‘paper plane’ icon on the left menu.
You can use the Publisher to ensure that you are not pushing out content that another team member has already promoted.
d) Using the Hootsuite RSS Reader to share content
Within your content marketing plan, you also identified potential sources of information.
If these sites have RSS feeds (a simple format to let computers know when a page has been updated, eg. new blog post has been added), you can setup a service in Hootsuite to bring the content directly into the Hootsuite editor.
An easy way to check for an RSS feed is to look for the symbol on the site, often close to the social sharing icons for Twitter and Facebook, eg. take a look at http://www.nojitter.com/:
If you click on the link, this will take you to ‘http://www.nojitter.com/rss‘. We will be using this shortly!
Hootsuite has a great app which lets you share content from blogs directly through the dashboard. The first step (which you will only have to do once for your account) is to add the Hootsuite RSS Reader from the Hootsuite App Directory. You will find it here:
Click on the ‘Add Stream’ button in the top left of your home screen. Select ‘Apps’ and you should see the ‘RSS Reader’ item. Click on this.
You should now see the stream added as a column in your dashboard. Click on the settings cog and you should see the following:
Enter in the ‘http://www.nojitter.com/rss’ we identified earlier and click ‘Add feed’.
Then click ‘Save settings’.
Click on the cog again to close the settings.
You may need to wait a minute or so but you should then see a list of all recent posts.
You can hover over an individual item to see the sharing button:
If you have other feeds to add, you can just click on the settings cog again and add additional feeds to appear in the same column.
e) Sharing content from other sites
You may have sources in your content marketing plan that do not have RSS feeds. For these you can either add them manually to Hootsuite by adding a description, hashtag and short URL, or you can install the ‘Hootlet‘ tool which adds a button to your browser. Once installed, if you locate a page of interesting content, click on the Hootlet button and Hootsuite will automatically shorten the link and add the title of the page as the description in the Hootsuite composer. You can then add a hashtag and schedule.
You will find more information on setting up content to share using the Hootsuite bulk scheduling feature in this post.
In the next module we will discuss setting up reporting so you can track the effectiveness of your activity.