Twitter: A Social Web Tool for PR

A Social Web Tool for Public Relations

Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion

Social Web = People having conversations online

Advertising Word of Mouth

Old Media Social Web

Male Female ?

Basics

Since March 2006 Basics

Micro-blogging platform Since March 2006 Basics

Micro-blogging platform Since March 2006 Status updates Basics

Micro-blogging platform Since March 2006 Status updates Basics Giant chatroom

Micro-blogging platform Since March 2006 Status updates Basics Giant chatroom Instant Messaging

Micro-blogging platform Since March 2006 Status updates Basics 11.7 Mio. users Giant chatroom Instant Messaging

Lingo • tweet • retweet • hashtag • reply • DM • tweetchannel • tinyURL

Lingo • tweet - a message of 140 characters or less • retweet • hashtag • reply • DM • tweetchannel • tinyURL

Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag • reply • DM • tweetchannel • tinyURL

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

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

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

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

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

UNOmaha Twitter Proﬁle

Username UNOmaha Twitter Proﬁle

Basic Username information UNOmaha Twitter Proﬁle

Basic Username information Activities UNOmaha Twitter Proﬁle

Basic Username information Activities Favorites UNOmaha Twitter Proﬁle

Basic Username information Timeline Activities of the user Favorites UNOmaha Twitter Proﬁle

Basic Username information Timeline Activities of the user Favorites Retweet UNOmaha Twitter Proﬁle

Navigation Basic Username information Timeline Activities of the user Favorites Retweet UNOmaha Twitter Proﬁle

Home Screen of a Twitter Account

Update your status Home Screen of a Twitter Account

Your username Update your status Home Screen of a Twitter Account

Your username Update your status Replies and DM Home Screen of a Twitter Account

Your username Update your status Replies and DM Trending topics Home Screen of a Twitter Account

Your username Update your status Public timeline Replies and DM Trending topics Home Screen of a Twitter Account

Your username Update your status Public timeline Replies and DM Retweet Trending topics Home Screen of a Twitter Account

Your username Update your status Public timeline Replies and DM Retweet Trending topics tinyURL Home Screen of a Twitter Account

Uses

Tracking Uses

Monitoring Tracking Uses

Monitoring Tracking Live-reporting Uses

Monitoring Tracking Live-reporting Journalism Uses

Monitoring Tracking Live-reporting Journalism Uses Public Relations

Monitoring Tracking Live-reporting Journalism Uses Public Relations Political Comm.

Monitoring Tracking Live-reporting Journalism Uses Public Relations Crisis Comm. Political Comm.

Monitoring Tracking Live-reporting Activism Journalism Uses Public Relations Crisis Comm. Political Comm.

Uses Public Relations

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

Comcast Example

Southwest Airlines Example

Live-reporting • Usage of hashtags (e.g. #wwdc, #IranElection) • Backchannel tool ➡ Apple WWDC Example • News coverage / Activism ➡ Iran Election Example

Apple WWDC Example

Iran Election Example

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

Rick Sanchez Example

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

Obama Example

The White House Example

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

Success with Twitter Build a network Engage with the community Track & Analyze

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

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

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

We Follow Example

Twitter Grader Example

TweetStats Example

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

Keep in Mind • Give up control ➡ Empower brand embassadors ➡ Embrace co- creation ➡ Let your brand evolve

Thank you very much for your attention! Bernhard Hofer bhofer@me.com http://twitter.com/bhofer http://blog.bhofer.eu

Do you have any questions? Bernhard Hofer bhofer@me.com http://twitter.com/bhofer http://blog.bhofer.eu

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

Twitter: A Social Web Tool for PR

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