I recently worked with a client to participate in a nationally advertised Twitter Chat relevant to the work the client does. The chat was organized by a well-known national newspaper and included some major players in the industry so it seemed like a no-brainer to join the conversation. As we watched the chat unfold, it became clear to us the moderator did not have a well-thought out or organized plan for the chat and it quickly got out of control and overrun with spammers. 
So, what does it take to successfully integrate a Twitter Chat into your digital storytelling plan? Here are five tips:
1. Follow an agenda
Just like when planning a press conference or other communications event, you should plan out an agenda so those participating know what to expect. A typical twitter chat is one-hour. When advertising and promoting a chat, include the agenda topics, speakers and other participants. This lays that groundwork and identifies expectations for those who participate.
2. Plan out questions in advance
The most successful chats pose questions and allot a certain amount of time to each one. The moderator should keep the conversation focused on those questions so it doesn’t get off track. It’s also a good idea to have clear agenda markers such as “Question 1,” “Answer 1”.
3. Have a focused topic and a specific hashtag
An unfortunate reality of social media is that spammers abound. Tools like TweetChat have an option to block or report them. Not all Twitter Chats I’ve participated in attract spammers so it’s hard to say exactly why some topics attract more than others. It helps to have a very focused hashtag so only those most interested in your discussion will find it. A broad topic is hard to manage, and has greater potential to draw unwanted guests trying to capitalize on your “audience.”
4. Engage with participants
Ask participants to identify themselves and retweet their comments when it feels appropriate. This shows you are paying attention and are interested in what others have to say. Encourage your “speakers” to do the same. As they see opportunities, retweet others at points in the conversation. It helps build Twitter followers and keeps the chat active and lively. Remember, this is a real-time, collaborative storytelling experience and participation is key.
5. Create a summary of the chat
Once the chat has concluded, identify the key tweets in the conversation and post a summary of the chat to your social media channels and on your website. A handy tool to help create this summary is Storify—designed to archive social media events.
The most successful Twitter chats are those that occur on a regular basis, such as #LinkedInChat (tips on how to use LinkedIn), #BlogChat (blogging trends and tips), #smallbizChat (tips and advice for small business start-ups) and #carChat (discussion about the automotive industry). Each one is held weekly (same day and time) so it is predictable, which helps them develop a following of regular participants.
There’s no doubt that hosting a successful Twitter Chat takes preparation and is a time commitment, but when done well, it’s a good way to encourage dialogue about a cause that is important to you. This method of digital storytelling is also a smart way to establish yourself/your business as an expert in a particular field or industry. The best way to get started is to monitor or participate in a few chats to get a feel for what you like and don’t believe to be effective. Tweet chats aren’t for everyone. If it’s not a good fit for your business, there are plenty of other digital storytelling options for getting the word out about your company. Contact us to talk about how we can help you tell your story to everyone who needs to see, hear and experience it.
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Hollie Geitner is vice president, client services for WordWrite Communications. You can find her on Twitter @JustHollieG.
