Twitter: A Social Web Tool for PR

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This is a presentation for a Public Relations (PR) class I attended in the Summer of 2009. It is about Twitter and provides basic information about the service itself and how to utalize it for PR.

This is a presentation for a Public Relations (PR) class I attended in the Summer of 2009. It is about Twitter and provides basic information about the service itself and how to utalize it for PR.

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  • 1. A Social Web Tool for Public Relations
  • 2. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
  • 3. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
  • 4. Social Web = People having conversations online
  • 5. Advertising Word of Mouth
  • 6. Old Media Social Web
  • 7. Male Female ?
  • 8. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
  • 9. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
  • 10. Basics
  • 11. Since March 2006 Basics
  • 12. Micro-blogging platform Since March 2006 Basics
  • 13. Micro-blogging platform Since March 2006 Status updates Basics
  • 14. Micro-blogging platform Since March 2006 Status updates Basics Giant chatroom
  • 15. Micro-blogging platform Since March 2006 Status updates Basics Giant chatroom Instant Messaging
  • 16. Micro-blogging platform Since March 2006 Status updates Basics 11.7 Mio. users Giant chatroom Instant Messaging
  • 17. Lingo • tweet • retweet • hashtag • reply • DM • tweetchannel • tinyURL
  • 18. Lingo • tweet - a message of 140 characters or less • retweet • hashtag • reply • DM • tweetchannel • tinyURL
  • 19. Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag • reply • DM • tweetchannel • tinyURL
  • 20. Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag - tweet that includes a #term (tracking) • reply • DM • tweetchannel • tinyURL
  • 21. Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag - tweet that includes a #term (tracking) • reply - answer to a tweet of somebody else • DM • tweetchannel • tinyURL
  • 22. Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag - tweet that includes a #term (tracking) • reply - answer to a tweet of somebody else • DM - a private direct message • tweetchannel • tinyURL
  • 23. Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag - tweet that includes a #term (tracking) • reply - answer to a tweet of somebody else • DM - a private direct message • tweetchannel - add #channel at start of tweets • tinyURL
  • 24. Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag - tweet that includes a #term (tracking) • reply - answer to a tweet of somebody else • DM - a private direct message • tweetchannel - add #channel at start of tweets • tinyURL - for long URLs to safe characters
  • 25. UNOmaha Twitter Profile
  • 26. Username UNOmaha Twitter Profile
  • 27. Basic Username information UNOmaha Twitter Profile
  • 28. Basic Username information Activities UNOmaha Twitter Profile
  • 29. Basic Username information Activities Favorites UNOmaha Twitter Profile
  • 30. Basic Username information Timeline Activities of the user Favorites UNOmaha Twitter Profile
  • 31. Basic Username information Timeline Activities of the user Favorites Retweet UNOmaha Twitter Profile
  • 32. Navigation Basic Username information Timeline Activities of the user Favorites Retweet UNOmaha Twitter Profile
  • 33. Home Screen of a Twitter Account
  • 34. Update your status Home Screen of a Twitter Account
  • 35. Your username Update your status Home Screen of a Twitter Account
  • 36. Your username Update your status Replies and DM Home Screen of a Twitter Account
  • 37. Your username Update your status Replies and DM Trending topics Home Screen of a Twitter Account
  • 38. Your username Update your status Public timeline Replies and DM Trending topics Home Screen of a Twitter Account
  • 39. Your username Update your status Public timeline Replies and DM Retweet Trending topics Home Screen of a Twitter Account
  • 40. Your username Update your status Public timeline Replies and DM Retweet Trending topics tinyURL Home Screen of a Twitter Account
  • 41. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
  • 42. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
  • 43. Uses
  • 44. Tracking Uses
  • 45. Monitoring Tracking Uses
  • 46. Monitoring Tracking Live-reporting Uses
  • 47. Monitoring Tracking Live-reporting Journalism Uses
  • 48. Monitoring Tracking Live-reporting Journalism Uses Public Relations
  • 49. Monitoring Tracking Live-reporting Journalism Uses Public Relations Political Comm.
  • 50. Monitoring Tracking Live-reporting Journalism Uses Public Relations Crisis Comm. Political Comm.
  • 51. Monitoring Tracking Live-reporting Activism Journalism Uses Public Relations Crisis Comm. Political Comm.
  • 52. Uses Public Relations
  • 53. Tracking / Monitoring • Monitoring of reputation, buzz, opinions, trends ➡ Usage of keyword tracking (search) • Monitoring and responding to what is said about your organization ➡ Twitter Search ➡ Comcast Example ➡ Southwest Airlines Example
  • 54. Comcast Example
  • 55. Comcast Example
  • 56. Southwest Airlines Example
  • 57. Southwest Airlines Example
  • 58. Live-reporting • Usage of hashtags (e.g. #wwdc, #IranElection) • Backchannel tool ➡ Apple WWDC Example • News coverage / Activism ➡ Iran Election Example
  • 59. Apple WWDC Example
  • 60. Iran Election Example
  • 61. Journalism • Media is using Twitter: CNN, Reuters, BBC, etc. ➡ Rick Sanchez (http://twitter.com/ricksanchezcnn) ➡ Started during Hurricane Gustav ➡ Almost 100,000 followers ➡ Allows on-air interaction with audience ➡ Get story ideas, leads
  • 62. Rick Sanchez Example
  • 63. Rick Sanchez Example
  • 64. Political communication • Obama on Twitter (http://twitter.com/BarackObama) ➡ Obama Example • Twitter in political communication ➡ Interacting with constituents ➡ Increased transparency in political process? ➡ The White House Example
  • 65. Obama Example
  • 66. The White House Example
  • 67. Crisis communication • Start off with an apology • Outline what you are doing to address the crisis • Share information as you get it • Respond quickly to questions • Examples: ➡ FDA uses Twitter for salmonella recall info ➡ The Red Cross posted info about evacuation, shelter, and food distribution during Hurricane Ike using #ike
  • 68. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
  • 69. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
  • 70. Success with Twitter Build a network Engage with the community Track & Analyze
  • 71. Build a network • Get a Twitter account ;-) • Personal or company brand? • Personalize your profile (logo, colours, description, link to website, etc.) • Follow people and top-users! • See who thought-leaders are following
  • 72. Engage with the community • It‘s a discussion, not a broadcast! • Follow your brand in discussions (tracking) • Communicate with your audience • Publish helpful content • Using Twitter for events
  • 73. Track & Analyze • Usage of the follower count • Usage of @replies to your tweets • Number of retweets (the more the better!) • Use online tools for analysis ➡ We Follow ➡ Twitter Grader ➡ TweetStats
  • 74. We Follow Example
  • 75. Twitter Grader Example
  • 76. TweetStats Example
  • 77. Keep in Mind • June 2009 State of the Twittersphere Report: ➡ 80% failed to provide a homepage URL ➡ 55% are not following anyone ➡ 55% have never tweeted ➡ 53% have no followers Source: HubSpot's Inbound Internet Marketing Blog
  • 78. Keep in Mind • Give up control ➡ Empower brand embassadors ➡ Embrace co- creation ➡ Let your brand evolve
  • 79. Thank you very much for your attention! Bernhard Hofer bhofer@me.com http://twitter.com/bhofer http://blog.bhofer.eu
  • 80. Do you have any questions? Bernhard Hofer bhofer@me.com http://twitter.com/bhofer http://blog.bhofer.eu
  • 81. Bibliography • Papers / Books • Eyrich, N., Padman M.L., & Sweetser K. D. (2008). PR practitioners’ use of social media tools and communication technology. Public Relations Review,Volume 34 (Issue 4), November 2008, Pages 412-414. • O'Brien, K. (2008, March 24). Twitter is changing the pace, structure of communications. PR Week, Page 9. • Solis, B., & Breakenridge D. (2009). Putting the Public Back in Public Relations. New Jersey: FT Press. • Wright D.K., & Hinson, M.D. (Eds.). (2009). An Analysis of the Increasing Impact of Social and Other New Media on Public Relations Practice: 12th Annual International Public Relations Research Conference. Mahwah, Miami, Florida. • Multimedia / Internet • Fahrnberger, H. (2009, February 20). Twitter im Kundenservice: Ab jetzt wird zurückgetwittert. Message posted to http:// www.helge.at • Fahrnberger, H. (2009, June 21). Das Social Web verstehen und nutzen. Presentation retrieved from http:// www.slideshare.net/muesli • Volpe, M. (Producer), Mirman E., & Burnes R. (2009, June 21). Twitter for Marketing and PR. Webinar retrieved from http:// www.hubspot.com/twitter-for-marketing • Weisgerber, C. (2008, October 27). Twitter for PR (Public Relations). Presentation retrieved from http:// www.slideshare.net/corinnew • Zarrella, D. (2009, June 10). Announcing the June 2009 State of the Twittersphere Report. Message posted to http:// blog.hubspot.com