twitter
Used as a PR Tool
(Keynote version with YouTube Videos)
Saturday, February 14, 2009

twitter: service
A free micro-blogging
Saturday, February 14, 2009

twitter: service
A free micro-blogging
140 character
maximum
Saturday, February 14, 2009

twitter in plain English
- the Common Craft Show
Saturday, February 14, 2009

Another place where
conversations occur
Organization
Stakeholders Influentials
Stakeholders Influentials
Saturday, February 14, 2009

Another place where
conversations occur
Organization
Stakeholders Influentials
Stakeholders Influentials
Saturday, February 14, 2009

Lingo
tweet
๏
hashtag
๏
tweme
๏
tweetup
๏
tweetchannel
๏
tinyURL
๏
DM
๏
Saturday, February 14, 2009

Lingo
tweet - a message of 140 characters or less
๏
hashtag
๏
tweme
๏
tweetup
๏
tweetchannel
๏
tinyURL
๏
DM
๏
Saturday, February 14, 2009

Lingo
tweet - a message of 140 characters or less
๏
- tweets that start with a # (tracking)
hashtag
๏
tweme
๏
tweetup
๏
tweetchannel
๏
tinyURL
๏
DM
๏
Saturday, February 14, 2009

Lingo
tweet - a message of 140 characters or less
๏
- tweets that start with a # (tracking)
hashtag
๏
- same as hashtag (twitter meme)
tweme
๏
tweetup
๏
tweetchannel
๏
tinyURL
๏
DM
๏
Saturday, February 14, 2009

Lingo
tweet - a message of 140 characters or less
๏
- tweets that start with a # (tracking)
hashtag
๏
- same as hashtag (twitter meme)
tweme
๏
tweetup - twitter meetup
๏
tweetchannel
๏
tinyURL
๏
DM
๏
Saturday, February 14, 2009

Lingo
tweet - a message of 140 characters or less
๏
- tweets that start with a # (tracking)
hashtag
๏
- same as hashtag (twitter meme)
tweme
๏
tweetup - twitter meetup
๏
tweetchannel - add #channelname at start of tweets
๏
tinyURL
๏
DM
๏
Saturday, February 14, 2009

Lingo
tweet - a message of 140 characters or less
๏
- tweets that start with a # (tracking)
hashtag
๏
- same as hashtag (twitter meme)
tweme
๏
tweetup - twitter meetup
๏
tweetchannel - add #channelname at start of tweets
๏
- for URLs longer than 30 characters
tinyURL
๏
DM
๏
Saturday, February 14, 2009

Lingo
tweet - a message of 140 characters or less
๏
- tweets that start with a # (tracking)
hashtag
๏
- same as hashtag (twitter meme)
tweme
๏
tweetup - twitter meetup
๏
tweetchannel - add #channelname at start of tweets
๏
- for URLs longer than 30 characters
tinyURL
๏
- direct message (private)
DM
๏
Saturday, February 14, 2009

twitter uses
Tracking • Monitoring • Live-reporting
Journalism • Activism • Public Relations
Political Comm. • Crisis Comm.
Saturday, February 14, 2009

Monitoring
tracking
Saturday, February 14, 2009

Monitoring
tracking
Monitor reputation, buzz, opinions, trends
๏
Use keyword tracking (“Track keyword”)
๏
Monitor and respond to what’s being said about
๏
your organization
Comcast Example
๏
Jet Blue Example
๏
Saturday, February 14, 2009

Comcast’s YouTube Baggage
- Sleeping Comcast Technician Video
Saturday, February 14, 2009

shes
age Pu
able R
“C er The
nny Ov
Gra
Edge p, so u
’t show
uy doesn h a hammer”
Cable g es - wit
ranny do
g
“Taking a
Whack A
gainst Co
Mona Sh mcast:
aw Reach
ed Her Br
Point, Th eaking
en for He
r Hamme
r”
“Taking a hammer to Comcast”
Photo Credit: Richard A. Lipski -- The Washington Post
Saturday, February 14, 2009

Comcast’s lesson
learned
TechCrunch Founder Michael Arrington
tore into Comcast on twitter after 36
hours without Internet service.
Within 20 minutes of his first tweet a
Comcast executive called to ask how he
could help.
Photo Credit: Joi Ito
Saturday, February 14, 2009

Comcast’s lesson
learned
TechCrunch Founder Michael Arrington
tore into Comcast on twitter after 36
hours without Internet service.
Within 20 minutes of his first tweet a
Comcast executive called to ask how he
could help.
Photo Credit: Joi Ito
Saturday, February 14, 2009

Saturday, February 14, 2009

Jet Blue
Monitoring Example
Manager of Corporate Communication for Jet Blue DMs
a twitter user who tweeted about having spotted a
celebrity (William Shatner) at the Jet Blue terminal
Saturday, February 14, 2009

Jet Blue
Monitoring Example
Manager of Corporate Communication for Jet Blue DMs
a twitter user who tweeted about having spotted a
celebrity (William Shatner) at the Jet Blue terminal
tweet #1: JetBlue terminal. William Shatner waiting in pinstripe suite and
shades to board flight to Burbank. Why’s he flying JetBlue? Free, maybe?
Saturday, February 14, 2009

Jet Blue
Monitoring Example
Manager of Corporate Communication for Jet Blue DMs
a twitter user who tweeted about having spotted a
celebrity (William Shatner) at the Jet Blue terminal
tweet #1: JetBlue terminal. William Shatner waiting in pinstripe suite and
shades to board flight to Burbank. Why’s he flying JetBlue? Free, maybe?
tweet #2: Using JetBlue wifi to access twitter, 10 seconds later, I get a
follow request from JetBlue on twitter. Half freaked out, half awed.
Saturday, February 14, 2009

“ We learned last February the value of a certain amount of
transparency when we posted a video of our founding
CEO on YouTube to address customers affected by the ice
storm that swept through the Northeast.
Our Twitter account is much the same thing; making
ourselves available in an environment where are
customers already live -again not focused on marketing -
but real interaction: less billboard - more information
booth.
We track Twitter mentions of our brand through various
services from the internal “track” function on Twitter to
external tools like tweetscan.com or quotably.com that
“
are freely available to all users. Many allow near immediate
notification of mentions.
- Morgan Johnston, Corporate Communications, JetBlue Airways
Saturday, February 14, 2009

live-
reporting
Similar to live-blogging
๏
Uses hashtags (i.e. “#sxsw”)
๏
Backchannel tool
๏
08 SXSW Zuckerberg Interview
๏
Saturday, February 14, 2009

live-
reporting
Similar to live-blogging
๏
Uses hashtags (i.e. “#sxsw”)
๏
Backchannel tool
๏
08 SXSW Zuckerberg Interview
๏
ynote
erg Ke
uckerb aos as
“Z
Into Ch
scends
De Over”
Takes
ience
ud - Wired
A
Saturday, February 14, 2009

- Cartoon Credit: Bitstrips.com
Saturday, February 14, 2009

twitter used in
journalism
Saturday, February 14, 2009

twitter used in
journalism
Media using twitter: CNN, Reuters, BBC, ITN, etc.
๏
Rick Sanchez Example (http://twitter.com/ricksanchezcnn)
๏
Started during Hurricane Gustav
๏
Almost 27,000 followers; following 18,000
๏
Allows for on-air interaction with audience
๏
Get story ideas, leads
๏
Saturday, February 14, 2009

Rick Sanchez using twitter on air
- CNN anchor
Saturday, February 14, 2009

twittering for
activism
James Buck Example
๏
twittering yoursef out of jail
๏
Saturday, February 14, 2009

twittering for
activism
James Buck Example
๏
twittering yoursef out of jail
๏
Arrested
Saturday, February 14, 2009

twittering for
public relations
Saturday, February 14, 2009

twittering for
public relations
monitoring conversations
๏
participating in conversations
๏
starting conversations
๏
providing product or service info
๏
Whole Foods example (http://twitter.com/wholefoods)
๏
promoting stories, news through twitterfeed
๏
feeds a blog to twitter
๏
Saturday, February 14, 2009

twittering for
president
Saturday, February 14, 2009

twittering for
president
Obama on twitter (most followed person)
๏
Hillary on twitter
๏
British Prime Minister on twitter
๏
Twitter in political communication:
๏
Interacting with constituents
๏
Increased transparency in the political process?
๏
Saturday, February 14, 2009

Saturday, February 14, 2009

twittering in times
of crisis
Saturday, February 14, 2009

twittering in times
of crisis
twittering during a campus lockdown
๏
twittering about disasters
๏
Red Cross: providing statistics & directions
๏
twittering about wildfires
๏
LAFD: October 2007 California wildfires
๏
Saturday, February 14, 2009

Credits
Dr. Corinne Weisgerber
St. Edward’s University
Blog: http://socialmediaprclass.blogspot.com
Email: corinnew@stedwards.edu
Saturday, February 14, 2009