Twitter:
Social Media’s Gateway Drug
Lee Aase
Chancellor, Social Media University, Global (SMUG)
March 6, 2014
Today’s Presentation is brought to you
by the number

1.9 x

10
10
Basic Social Media “Food Groups”
Agenda

•
•
•
•
•
•
•

The Origins of Twitter
The Bad and The Ugly
The Good
Creating Your Account
Practical ways to use Tw...
Twitter’s Origins
The Bad
and
the Ugly
Fun with the SEC
Crowdsourcing #Fail
Perils of Multiple Accounts
Tasteless Hashtag Spamming
Job-Killing Tweets
Mischief Making
Genuine Hacking
Genuine Cluelessness
@ instead of D
Rep. Weiner and the Speed of Twitter

•
•
•
•

“Problematic” tweet - May 27, 2011
June 1 - claimed account had been hacked...
What’s the Real Risk of the Bad and the Ugly?

•
•
•
•
•

400 million tweets are sent every day
Twitter has 500 million us...
Categories of the Bad and Ugly

•

Mistakenly tweeting
from wrong account

•

Lack of awareness of
news developments

•

P...
Major Life Lessons in Twitter

Pause before
Posting
Major Life Lessons in Twitter

Social Media raise
the cost of bad
behavior
The Good
Marketing Genius
Case Study: Listening and Connecting
Connecting with Fans
Deals from Dell
IRL Meetings
Me: Are you based in Baltimore?

Me: I’m going to be there Tuesday for this conference. (asae.center.or/
hcc)...
Journalist Interactions

Me: Not sure when I’m next in TC...will check when I get back home later tonight

Me: As per my c...
Making Ads Engaging
Becoming a “Go-To” Resource
Categories of the Good

•
•

Listening

•

Qualitative research on
a quantitative scale

Adding engagement to
other commun...
SMUG Thesis #31:

Unforeseen implications
of social media are more
likely positive than
negative
Creating and Configuring
Your Twitter Account
Edit Your Profile
Change Header
Update Website and Bio
Bio and Disclaimer
Text Messaging or Apps
Manage Notifications
Don’t Protect Tweets
Searching for Tweeps
Popular Accounts
Interacting in Twitter
John’s First Tweet
My Retweet
My Reply
Leading Text in Replies
Direct Messages (Or Not)
Safer Direct Messaging
Mobile Notifications
Twitter Distinctives
and Additional Lingo
Twitter vs. Facebook

• Facebook is primarily for strengthening

existing connections (or reconnecting) with
your friends....
Twitter vs. Blogs

•
•
•

Twitter is a micro-blogging platform.
Limited length reduces writer’s/artist’s block
Blogs provi...
5 Reasons Twitter is better than email

•
•
•
•

“Brevity is the soul of wit” - and of Twitter

•

Blocking or unfollowing...
What can you say in 140 characters?

•

Have u seen how ppl txt? U can pack lots in via
abbrev

•

URL shorteners let you ...
URL Shortening Example

•

This: http://socialmedia.mayoclinic.org/
2011/06/27/tweetcamp-vi-on-wednesday/
becomes

•

This...
#Hashtags

•

Prospecting tool:
panning for relevant
nuggets in the 400
million-tweet stream

•

Enable easy gathering
aro...
Finding “Tweeps”

•
•
•

Search for terms that interest you on Twitter

•
•

See who is saying interesting things
Follow t...
Building “Tweet Cred”

•

Consider following those who follow you. Following does
not mean endorsement

•
•

Don’t “Protec...
Other Sites/Tools to Explore

•
•
•

Tweetchat.com
Tweetdeck
Apps for smart phone or tablet
Your First Twitter Chat

•

Be sure to include #SMUG in all tweets

•
•
•

Compose a tweet introducing yourself
Tweet your...
Resources for Further Learning
Next session is April 29
Social Networking: From
Facebook to LinkedIn and
Beyond
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
Twitter: Social Media's Gateway Drug
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Twitter: Social Media's Gateway Drug

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Slides for a two-hour workshop I presenting on Thursday, March 6, 2014. Examples of Twitter gaffes and controversies, as well as step-by-step training in setting up a new Twitter account, and some positive applications of Twitter in a business context.

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Twitter: Social Media's Gateway Drug

  1. Twitter: Social Media’s Gateway Drug Lee Aase Chancellor, Social Media University, Global (SMUG) March 6, 2014
  2. Today’s Presentation is brought to you by the number 1.9 x 10 10
  3. Basic Social Media “Food Groups”
  4. Agenda • • • • • • • The Origins of Twitter The Bad and The Ugly The Good Creating Your Account Practical ways to use Twitter Twitter Lingo Twitter Chats
  5. Twitter’s Origins
  6. The Bad and the Ugly
  7. Fun with the SEC
  8. Crowdsourcing #Fail
  9. Perils of Multiple Accounts
  10. Tasteless Hashtag Spamming
  11. Job-Killing Tweets
  12. Mischief Making
  13. Genuine Hacking
  14. Genuine Cluelessness
  15. @ instead of D
  16. Rep. Weiner and the Speed of Twitter • • • • “Problematic” tweet - May 27, 2011 June 1 - claimed account had been hacked June 6 - Press conference apologizing June 16 - Announced resignation
  17. What’s the Real Risk of the Bad and the Ugly? • • • • • 400 million tweets are sent every day Twitter has 500 million users In this section we have discussed 19 bad examples Assuming there are 1000x as many actual bad cases 99.996% have a good experience
  18. Categories of the Bad and Ugly • Mistakenly tweeting from wrong account • Lack of awareness of news developments • Public tweet when D was intended • Real hacking (e.g. Burger King) • • Backfiring campaigns • • Stupid statements • Hashtag spamming Joking about serious matters or tragedy Adding deception to one of the above
  19. Major Life Lessons in Twitter Pause before Posting
  20. Major Life Lessons in Twitter Social Media raise the cost of bad behavior
  21. The Good
  22. Marketing Genius
  23. Case Study: Listening and Connecting
  24. Connecting with Fans
  25. Deals from Dell
  26. IRL Meetings Me: Are you based in Baltimore? Me: I’m going to be there Tuesday for this conference. (asae.center.or/ hcc) on a panel RU available late pm? Me: I’m flying out Tues at 6:45 p.m. Any avail in the later afternoon? I think my panel is done about 2:30
  27. Journalist Interactions Me: Not sure when I’m next in TC...will check when I get back home later tonight Me: As per my call, I have a good social media day that would connect with another interesting story. Call 507-xxx-xxxx or my cell 507-xxx-xxxx
  28. Making Ads Engaging
  29. Becoming a “Go-To” Resource
  30. Categories of the Good • • Listening • Qualitative research on a quantitative scale Adding engagement to other communications • • Establishing thought leadership Creating marketing channels Building relationships • Connecting with others who have shared interests • • Serendipity
  31. SMUG Thesis #31: Unforeseen implications of social media are more likely positive than negative
  32. Creating and Configuring Your Twitter Account
  33. Edit Your Profile
  34. Change Header
  35. Update Website and Bio
  36. Bio and Disclaimer
  37. Text Messaging or Apps
  38. Manage Notifications
  39. Don’t Protect Tweets
  40. Searching for Tweeps
  41. Popular Accounts
  42. Interacting in Twitter
  43. John’s First Tweet
  44. My Retweet
  45. My Reply
  46. Leading Text in Replies
  47. Direct Messages (Or Not)
  48. Safer Direct Messaging
  49. Mobile Notifications
  50. Twitter Distinctives and Additional Lingo
  51. Twitter vs. Facebook • Facebook is primarily for strengthening existing connections (or reconnecting) with your friends. • Twitter enables you to connect with people who have common interests. For the friends you don’t know yet • Protecting tweets is possible but counterproductive in most cases
  52. Twitter vs. Blogs • • • Twitter is a micro-blogging platform. Limited length reduces writer’s/artist’s block Blogs provide opportunity for more thoughtful reflection and development • • Tweeting = great way to take notes on a live event AND spread word about it • Blog = platform for review/synthesis Twitter = great for spreading word about posts
  53. 5 Reasons Twitter is better than email • • • • “Brevity is the soul of wit” - and of Twitter • Blocking or unfollowing punishes abuses No expectation to read and respond to everything Conversations open and discoverable Direct messages can reach recipients with priority and privacy
  54. What can you say in 140 characters? • Have u seen how ppl txt? U can pack lots in via abbrev • URL shorteners let you link to Web sites with more information • URL shortening now built into Twitter site
  55. URL Shortening Example • This: http://socialmedia.mayoclinic.org/ 2011/06/27/tweetcamp-vi-on-wednesday/ becomes • This: http://bit.ly/moyByI - or a slightly longer but customized version • http://mayocl.in/TweetcampVI
  56. #Hashtags • Prospecting tool: panning for relevant nuggets in the 400 million-tweet stream • Enable easy gathering around an event (reallife or virtual) or a topic of interest • Create a hashtag simply by using it in a tweet: no permission required
  57. Finding “Tweeps” • • • Search for terms that interest you on Twitter • • See who is saying interesting things Follow them See Twitter’s recommendations Start tweeting so others can find you
  58. Building “Tweet Cred” • Consider following those who follow you. Following does not mean endorsement • • Don’t “Protect” updates • Re-Tweet (RT) to credit sources, help followers find interesting tweeters. • • Publicly thank those who help you. Admit mistakes. When people mention you, reply (@) to them. If they D, respond in kind. Don’t conceal work affiliation
  59. Other Sites/Tools to Explore • • • Tweetchat.com Tweetdeck Apps for smart phone or tablet
  60. Your First Twitter Chat • Be sure to include #SMUG in all tweets • • • Compose a tweet introducing yourself Tweet your questions Tweet something you learned about Twitter today • Follow others you know as you see their tweets in the stream • Create a list
  61. Resources for Further Learning
  62. Next session is April 29 Social Networking: From Facebook to LinkedIn and Beyond

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