We decided to start using Twitter as an additional “channel to market” for our forthcoming exhibition. With little previous experience of social media marketing or of Twitter, it started as a learn-as-you-go immersion. And, as we discovered, full of the classic social media ‘marketing’ blunders!

At first we naively saw Twitter as an additional marketing channel through which to push our event messages. Our initial Tweets were dry snippets of information about the show. All was good, we thought, as our initial followers were people already on our show database. But we didn’t seem to be getting any viral growth.

“Why not?” we thought.

“How can we get more reach into Twitter; how can we build a community and how can we encourage them to push TFM&A to their communities?” So we went through the following process. Why don’t you try it?