Category Archives: Twitter

Roll it Rite: A Case Study in Social Media Marketing

[tweetmeme]By Gloria Rand

Roll it Rite eco friendly toilet paper and paper towel saverI’ve written in the past about how Twitter can be an effective marketing tool for your eco-friendly business. But if you need some proof, take a lesson from Roll it Rite.

Using Twitter to Start a Conversation


Roll it Rite makes a product that helps cut down on wasted paper towels and toilet paper. A couple of weeks ago, the company started following my GreenSEOCopy Twitter account. Since I had never heard of “Roll it Rite” before, I checked out their Twitter profile, visited their website and watched this video about their product:

Looks pretty clever, don’t you think? I thought so, and told them so on Twitter. Check out how they responded to my tweet below:

I tweeted back that I would be happy to review their product. At that point, we moved the conversation off Twitter to email. A few days later, I received their paper towel and toilet paper samples in the mail. The product is essentially a piece of foam that attaches to the paper towel or toilet paper dispenser. The paper towel roll or toilet paper roll slides over the foam. The foam takes up the space between the dispenser and the cardboard insert of the paper. As a result, the paper doesn’t fly off the dispenser. The roll moves slowly, cutting down on waste.

I did manage to tear the product the first time I used it. But I’m not blaming Roll it Rite for that! When I pulled the covering off the adhesive, the foam started to tear, but then I realized that I was pulling the wrong end. I forgot the first rule of product installation – read the directions first! 🙂 Needless to say, I was more careful when I used the toilet paper version.

Roll it Rite says it has earned the designation of being a green product that is 100% made in the USA. So I was a little surprised when I opened the paper box to find the foam insert encased in a plastic bag. Upon inspection of the bag, I didn’t see the usual “recycle” symbol that is normally found on recyclable plastic products. But when I emailed the company to ask about it, I was pleased to find out that the bag is, in fact, recyclable.

Twitter Fans Promote the Product for You


Do you see the power of Twitter? Roll it Rite found a blogger (me!) on Twitter to try their green product out and write about it. As a satisfied user, I’m happy to promote Roll it Rite to my friends and followers. That’s social media marketing at its best.

About Gloria:
Gloria Rand is an Entrepreneur, Speaker, Copywriter & Marketing Consultant who works with entrepreneurs and small business owners to implement SEO strategies and social media marketing for online visibility, profits and success. Leveraging her background as a writer and producer for the award-winning PBS news program, “Nightly Business Report,” with her own experience as a small business owner, Gloria helps professionals turn great ideas into cash cows. Link up with Gloria at www.gloriarand.com or www.fb.com/gloriarandcopywriter.

10 Ways to Use Twitter to Promote Your Green Business

by Gloria Rand
Do you sell an eco friendly product? Twitter can be a terrific marketing tool for your green business, IF you go about it the right way. Here are ten ways to use this social networking tool effectively.

Marketing Green Products with Twitter

1. Create a keyword-rich profile. If you want people to find you on Twitter your profile should include keywords related to your eco friendly product. Feel free to use terms like “green,” “eco friendly,” and “sustainable” since your target audience will likely use those keywords in their search. List the URL for your company website or blog too.

2. Include a personal photo in your profile. As you can see from the Hubspot graphic below, Twitter profiles with photos attract more followers than those without. Make sure you choose a professional picture. Hire a photographer who specializes in headshots. And whatever you do, remember to smile!

3. Search Twitter for followers. Use search.twitter.com to find other eco friendly companies or individuals to follow. Look for influential Twitter users, (those with many followers). Just make sure these individuals are actually tweeting. I am constantly getting followed by users who have thousands of followers, but zero tweets. Needless to say, I don’t follow them back!

4. Post useful tweets. Twitter is about short conversations. You only have 140 characters to get your point across. It helps to think of Twitter like a cocktail party. You wouldn’t go up to a stranger and start selling them your product, would you? I hope not! You introduce yourself first. Ask questions. Find out what your prospect is interested in and how you can help them. After you get a conversation going, then you can start extolling the virtues of your product.

5. Thank your followers. Once you start following people, they will likely follow you back. When they do, thank them. But avoid using tools like SocialOomph to send an automated response. This tool and others like Hootsuite are great time-savers since they also allow you to schedule your tweets ahead of time. But it’s a better strategy to send a personal response instead.

6.Create Twitter lists. As you follow people on Twitter, it’s helpful to categorize them by profession or some other interest. For instance, you could group Twitter users with an interest in solar energy in one list, while another list focuses on sustainable products.

7. Retweet posts. It’s a good practice to retweet other people’s tweets on Twitter. Retweeting means you are sharing one person’s tweet with your followers. There are a couple of ways to do this. While in Twitter, move your cursor over the tweet you want to retweet and a menu will appear at the bottom with the options: favorite, retweet and delete. When you click “retweet,” Twitter marks the post with a retweet symbol, and your Twitter ID is included at the top of the tweet:

Another way to do this is to take note of the person’s twitter id, copy their tweet and paste it into your Twitter status box. But before you hit the “tweet” button, make sure to type “RT @TwitterID” before the post, so your followers know where the tweet came from originally.

8. Make introductions. As you see more people on Twitter with similar interests to you, take the initiative and introduce them to each other! This is a great way to strengthen your own network because other people will notice your introductions and make associations.

9. Use hashtags A quick way to promote a subject you’re interested in is to include a hashtag (the # symbol on your keyboard) followed by a keyword. If you’re tweeting about solar energy or water, you’d add #solar or #water to the end of your tweet. If someone else searches on Twitter for those terms, your tweet will come up.

10. Follow Friday. An excellent way to recognize Twitter users you follow is to highlight them on Fridays. Start off with the hashtag #FF, say something nice about the person, and then include the @ symbol with their Twitter ID.

If you’d like help setting up a Twitter account, contact me today.