Understanding the Twitter Rule

Understanding the Twitter Rule:
Using Twitter Effectively for Your Nonprofit Organization
Presented by Debra Askanase, Community Organizer 2.0
http://www.flickr.com/photos/thecampbells/5042764163/

About the Presenter
Debra Askanase, MBA
Former executive director, program manager, community organizer. Social media strategy consultant.
Currently Community Engagement Manager at FirstGiving.com.
Presents and blogs about the intersection of technology, social media, and NGOs.
Blog and speaking: www.communityorganizer20.com
Twitter: @askdebra
“It’s all about the strategy”

Today’s Agenda
Social media and engagement
Theories of engagement
Understanding @tweets
The Twitter Rule
Twitter avatars
Engaging Practices
Twitter Influence
Tools

The Social Media Funnel

Effects of Nonprofit Social Media Efforts
Opportunity to learn about new issues – 85%
Another way to support a favorite cause – 80%
Used some form of online media to support a cause – 60%
Advocate for a cause (forward messages)- 36%
Personal behavior change – 34%
Purchasing cause-related products – 23%
Source:
2009 Cone Consumer New Media Study: http://www.coneinc.com/content2615

Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/

Engagement Theory
http://www.flickr.com/photos/7855449@N02/2780458538/sizes/m/in/photostream/

Participation Inequality*
* Increase engagement to break the rule
Source: Jakob Nielsen http://www.useit.com/alertbox/participation_inequality.html

http://forrester.typepad.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html

Ladder of Engagement
Happy Bystanders
Spreaders
Donors
Evangelists
Instigators
The Networked Nonprofit by Allison Fine and Beth Kanter (p.68)
http://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/

Mastering the tweet
http://www.slideshare.net/joshuabaer/twitter-replies-who-really-sees-the-tweet-you-just-sent
Photo: http://www.flickr.com/photos/thecampbells/5042764163/

All @biztechday’s followers will see this tweet
plus@sue_anne only and @biztechday only see it

Only people who follow BOTH @sue_anne and @MSchechter

All of @GautamGhosh’s followers, plus @sue_anne and @askdebra and @mashable

The Twitter Rule
Minimal Broadcasting,
Focus on
Engaging
1:7 broadcasting to engaging

How?
Be a real human, in front or behind the avatar
Create real relationships
Give more than you talk about yourself
Think about with whom you want to talk
Know what you want to talk about
*Bonus: customize your twitter background!
http://mashable.com/2010/10/06/new-twitter-background-customize/

Twitter Participants and Features
Appeals to those who want to feel most up-to-date, in the know. Want to connect to real people and be part of a tribe.
Participants
@messages, DM, hashtags
Tiny URL, personal touch,
Twitter #chats, tag, twitpics, lists, petitions, oneforty.com (apps)
Features

In Front of Or Behind the Avatar?
Who will be tweeting?
For what organization?
How will you mash them up?

You = Your Organization

Your Organization = You

Your Organization Includes You

Your Organization Only

Engaging Practices
Real interactions: personal engagement
Value-added content
Participate in Twitter Chats
RTs, h/t, tweet others’ content
Be yourself, not the brand
Ask questions (crowdsourcing)
Create lists
Shout-outs such as #FF, #WW (Woof Wednesday), #charitytuesday
Offer congratulations and encouragement

Twitter Etiquette
Always give credit!
It’s ok to barge into conversations
Introduce yourself in a Twitter chat
Thank people constantly
Be yourself, not the brand
It’s ok to ask questions (encouraged)
Do not RT something w/o reading it first
Do not tweet as if you found the article first
…if you did not

Using Twitter
Find new stakeholders
Twitter chats
Add VALUE
Crowdsource
Research
Fundraise
Remember 1:7 broadcasting to engaging

Ideas that will add Value!

Awesome Participatory Practices
http://www.flickr.com/photos/intersectionconsulting/3469011212/sizes/o/in/photostream/

http://tweetsgiving.epicchange.org/twitterkids/
What is more personal than the Twitter Kids tweeting?

Born2fly.org Twitterthon 2010
Screen shot taken on 10/10/10 early in the day.
More info: http://dianascimone.typepad.com/diana_scimone/

Tweetsgiving 2009

Twitter Insights: @ and @’s network

Twitter Tools (Resources)
Influence and usage metrics: Twitalyzer.com
Schedule tweets, track @mentions, autofollow: socialoomph.com/
User Interfaces: TweetDeck.com, hootsuite.com, cotweet.com
Finding tweets older than 10 days: http://snapbird.org/
Lists: wefollow.com , twellow.com, listorious.com
Nonprofit twitter list: http://twitterpacks.pbworks.com/Non-Profits (a wiki)
Researching when people tweet, who they talk to: http://xefer.com/twitter/
Following twitter chats in real time: http://tweetchat.com/
Schedule and list of all twitter chats: https://spreadsheets.google.com/ccc?key=ruaz3GZveOsoXUOOt86B3AQ#gid=0
Notifies you when your website/blog is tweeted w/o mentioning you: http://backtweets.com/
Twitter search: twazzup.com, search.twitter.com
Posting photos: twitpic.com
Twitter applications: oneforty.com
Twitter petitions: actly.com

THANK YOU!
Debra Askanase,
Community Engagement Manager
FirstGiving.com
debra@communityorganizer20.com
www.communityorganizer20.com
Twitter: @askdebra
skype:askdebra

Understanding the Twitter Rule

by Debra Askanase on Oct 13, 2010

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