外文原文
Being Productive with Your Twitter Marketing Plan
If you want to have long-term success with Twitter (and other social media), you need to effectively manage your time and avoid burnout. If yoursquo;re like me, yoursquo;re a busy professional and probably have more than 20 different things to do before 8:00 a.m. and 30 things to do before noon. Butif you can spare 15 to 30 minutes a day, you can get the most out of Twitter through repetition, planning, and being proactive.This chapter takes a look at how proper planning and support can help you maximize your time on Twitter. If you follow the advice in the following pages, you can successfully manage your time and content on Twitter. Remember that you may not want to shut off all your notifications. It may be important to keep your Direct Message and Reply notifications on in order to respond to important inquiries.
Setting aside blocks of time
To effectively manage your time, you need to block out certain parts of the day to accomplish certain tasks. The same rules apply to your Twitter and social-media usage. You can apply time blocks to any area of your business or personal life. The most important thing to remember is to stick to your schedule as closely as you can.Think of your typical work day. What happens throughout the day? You have to pick up the kids; file a report; more than likely, do some shopping; and above all, run a business. Because yoursquo;re so busy, you need to block out time in your day during which you can accomplish your Twitter marketing plan.The optimal amount of time in your Twitter marketing time blocks is between 15 and 30 minutes apiece. Donrsquo;t set aside blocks of less than 15 minutes and never more than 30 minutes. If you start using Twitter for more than 30 minutes in the same time period, you can waste away hours with Twitter fun.Although you may be enjoying yourself, spending endless hours on Twitter doesnrsquo;t necessarily help you reach your Twitter marketing goals. Or if it helps you reach them, it is eating into the time you have previously allocated to other tasks in your business (or your life). The following list gives you tips on being productive with your Twitter time blocks:
TweetDeck
I recommend the TweetDeck (http://tweetdeck.com) application for anyone getting started with Twitter or for the people who try to use the Twitter.com Web interface and throw up their hands, saying, “I just donrsquo;t get how Twitter works.” Nearly everyone I know who uses TweetDeck has become a Twitter ninja.TweetDeck runs on Adobe AIR (see the sidebar “Adobe AIR,” in this chapter,for more information). You can send and receive tweets using this desktop application, so you donrsquo;t have to rely on the Twitter.com Web interface.Imagine trying to watch a baseball game through a cardboard tube versus seeing the game with no obstructions. When it comes to Twitter, TweetDeck lets you see the entire game.By using TweetDeck, you can create groups of people you want to follow, do searches for keywords and hashtags, and use any of six built-in URL shorteners,including http://bit.ly and http://tinyurl.com. (It doesnrsquo;t include http://ow.ly, however.)
Facebook status updates: You can update your Facebook status from TweetDeck, and you can even find Facebook apps that let you feed all your tweets into your Facebook status.Avoid pushing all your tweets into Facebook at all costs. Although you should feel free to send the occasional Facebook update by using TweetDeck, any friends you have on Facebook who are unfamiliar with Twitter can get confused with the format and abbreviations that are customary in Twitter. After all, Facebook doesnrsquo;t have the 140-character (or the text only) limitation that Twitter imposes.TweetDeck has a Facebook button that you can turn on or off before you send out status updates. You can also create a column that lets you monitor your Facebook friendsrsquo; status updates as part of your TweetDeck usage.If you think some tweets are appropriate to become your Facebook status too, the best option to selectively update your Facebook status from Twitter is to use a Facebook application called Selective Twitter Status (http://apps.facebook.com/selectivetwitter). After you have set it up on Facebook, only those tweets in which you add the #fb hashtag will appear on your Facebook status.Instead of trying to remember to send out a tweet at a specific time,you can write your tweets as you have them ready, and then schedule HootSuite to send them out when needed. One cool use of this feature is scheduling tweets to congratulate customers and friends on their birthdays.
Run a corporate customer-service Twitter account and give several employees access to it. Let them work in shifts to manage the account,forwarding the customerrsquo;s tweets to the appropriate people who can manage the questions or complaints.Ping.fm sends this message to LinkedIn, Facebook, and Twitter with the hashtag, which may be confusing to some users, but the rest of the message is understandable to anyone. And because the URL shows up in all three places as a clickable link, readers are still likely to read it, even with the Twitter-speak at the end.
Making the Most of Your Time on Twitter
I talk about time management in the section “Devising a Time-Management Strategy for Twitter,” earlier in this chapter, and if you follow my advice,you
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附录A 译文
有效的计划微博营销
如果你想要在微博或者其他社会领域获得长远的成功，你需要有效的安排时间并且避免筋疲力尽。如果你像我一样是一个忙碌的专业人士，在早上8点之前可能有20多件不同的事情要做，在中午之前有30件事要做。但是，如果你一天可以空出15到30分钟，你可以通过重复、计划和保持积极的态度获取推特的最大效益。下面有一些建议，如果照着做，你可以成功的安排时间。
记住你也许不想关闭你所有的通告，但是它对保持消息畅通很重要，并且为了响应重要的询问需要回复通告。
留出部分时间
为了有效的安排你的时间，你需要抽出一天中必要的时间来完成特殊的任务。一样的规则应用到微博和社会媒体使用中，你可以把时间积木应用到你商业或者个人生活的任何部分。最重要的是记住要仔细的坚持你的计划，想想你有象征性的特殊时间。这一天中发生了什么？你必须接小孩；完成报告；如果可能的话，逛逛街；最重要的是经商。因为你很忙，你需要安排你的时间，在你能够完成微博市场计划的情况下。那些在你的微博市场时间表中可选择的时间要在15到30分钟之内。不要留出少于15分钟或者多于30分钟。如果你开始使用微博超出30分钟，在一个时间段中，你可能会浪费一些微博的趣味时间。尽管你可以花无穷的时间在微博上使自己开心，但并没有帮你达到微博市场目标。或者如果它帮助你达到目标了，它也许就侵蚀了你在你商务上或者生活中的其他重要的时间。
社交阅读器
我把社交阅读器推荐给那些刚开始使用微博或者尝试使用微博网站界面并举手说“我就是不明白微博如何工作”的人。我知道几乎所有使用社交阅读器的人后来都成为了微博忍者。社交阅读器是通过土坯空气运行的。你可以用这个桌面应用程序来发送和接收，所以你没必要依赖微博网页界面。想象一下尝试用硬纸馆来看棒球比赛与看一场没有障碍物的比赛作对比。拿微博来说，社交阅读器可以让你看到整个比赛。通过使用社交阅读器，你可以创造一群你想要跟随的人，搜索关键词和标签，并且使用六种内置的URL缩短器的任何一种，包括http://bit.ly和http://tinyurl.com.（但是它不包括http://ow.ly）
脸书状态更新
你可以从社交阅读器更新脸谱地位，甚至你可以找到脸书应用软件将你所有的微博消息融入到脸书状态中，但要避免花一切代价来逼迫。虽然你可以用社交阅读器来随意的发送临时脸书更新，并且你在脸书上的朋友，要是不熟悉微博的话，会把格式和缩写混淆也是正常的。毕竟，脸书没有140种微博施加的特性限制。社交阅读器有一个脸书按钮，你可以在发送状态更新之前打开或关掉。你还可以制作一个专栏来关注你脸书上朋友的状态更新，作为你社交阅读器使用的一部分。如果你认为有些微博消息很适合作为脸书状态，可以有选择的从微博更新脸书的状态，最好就是使用一种叫选择微博状态的应用软件。当你在脸书上落实之后，只有那些你添加标签的微博消息将出现在脸书状态中。除了在特殊的时间发送微博消息之外，你还可以写一些作为准备，然后当需要的时候可以有计划的发送。另外一个非常好的使用功能就是在你的客户或者朋友生日的时候计划一个微博消息来为他们庆祝。
管理一个共同的客户服务账号并且让一些员工有权使用它。让他们轮班经营这个账户，将客户的微博消息转递给那些可以管理问题和抱怨的合适人群。帕兰映像用可能给一些使用者带来困扰的标签将这则消息发送给了商务化人际关系网和脸书，但是其余的消息对于每个人来说都是可以理解的。因为网页地址在所有三个地方都是以一种点击链接显示，所以即使在最后有微博语言，读者还是很可能去读它。
花大部分时间在微博上
我之前在“给微博设计时间管理策略”这章里讨论过关于时间安排的问题，如果你听从我的建议，你将仅仅在微博上花30至60分钟一天（由两部分组成，一部分15至30分钟）。接下来的几段在如何有效的把时间花在微博上提供了一些秘诀和建议。
首先，不要花大量的时间担心你要说什么。有些人拒绝任何微博消息因为他们担心会说一些错误的东西或者没有人担心他们必须说什么。我讨厌承认它，但是微博是一种脱口而出的交流方式。你说的任何东西一般都在普通的时间轴里并且在人们的大脑里停留十秒钟。除非你的一些微博消息非常的无理或有趣，在你说出的五分钟后人们不想要记住它，把你说的抛在脑后。你也没有必要将你的微博消息写的很渊博。你的微博消息可以包括缩略语，但是要记住拼写正确和用正确的语法，这对你的商人形象非常重要。另外，没有必要每个微博消息都有百分之五十的点击通过率。水滴石穿，绳锯木断，同样的，在你频繁的使用微博消息提高最后销售额并且形成一个很好的销售战略之前，你可能需要花几个星期甚至几个月的时间。
附录B 外文原文
Being Productive with Your Twitter Marketing Plan
If you want to have long-term success with Twitter (and other social media), you need to effectively manage your time and avoid burnout. If yoursquo;re like me, yoursquo;re a busy professional and probably have more than 20 different things to do before 8:00 a.m. and 30 things to do before noon. Butif you can spare 15 to 30 minutes a day, you can get the most out of Twitter through repetition, planning, and being proactive.This chapter takes a look at how proper planning and support can help you maximize your time on Twitter. If you follow the advice in the following pages, you can successfully manage your time and content on Twitter. Remember that you may not want to shut off all your notifications. It may be important to keep your Direct Message and Reply notifications on in order to respond to important inquiries.
Setting aside blocks of time
To effectively manage your time, you need to block out certain parts of the day to accomplish certain tasks. The same rules apply to your Twitter and social-media usage. You can apply time blocks to any area of your business or personal life. The most important thing to remember is to stick to your schedule as closely as you can.Think of your typical work day. What happens throughout the day? You have to pick up the kids; file a report; more than likely, do some shopping; and above all, run a business. Because yoursquo;re so busy, you need to block out time in your day during which you can accomplish your Twitter marketing plan.The optimal amount of time in your Twitter marketing time blocks is between 15 and 30 minutes apiece. Donrsquo;t set aside blocks of less than 15 minutes and never more than 30 minutes. If you start using Twitter for more than 30 minutes in the same time period, you can waste away hours with Twitter fun.Although you may be enjoying yourself, spending endless hours on Twitter doesnrsquo;t necessarily help you reach your Twitter marketing goals. Or if it helps you reach them, it is eating into the time you have previously allocated to other tasks in your business (or your life). The following list gives you tips on being productive with your Twitter time blocks:
TweetDeck
I recommend the TweetDeck (http://tweetdeck.com) application for anyone getting started with Twitter or for the people who try to use the Twitter.com Web interface and throw up their hands, saying, “I just donrsquo;t get how Twitter works.” Nearly everyone I know who uses TweetDeck has become a Twitter ninja.TweetDeck runs on Adobe AIR (see the sidebar “Adobe AIR,” in this chapter,for more information). You can send and receive tweets using this desktop application, so you donrsquo;t have to rely on the Twitter.com Web interface.Imagine trying to watch a baseball game through a cardboard tube versus seeing the game with no obstructions. When it comes to Twitter, TweetDeck lets you see the entire game.By using TweetDeck, you can create groups of people you want to follow, do searches for keywords and hashtags, and use any of six built-in URL shorteners,including http://bit.ly and http://tinyurl.com. (It doesnrsquo;t include http://ow.ly, however.)
Facebook status updates: You can update your Facebook status from TweetDeck, and you can even find Facebook apps that let you feed all your tweets into your Facebook status.Avoid pushing all your tweets into Facebook at all cost
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