Twitter for PR (Public Relations)

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Twitter and its importance in PR, crisis communication, political communication, journalism, and activism.

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Twitter for PR (Public Relations)

  1. twitter Used as a PR Tool
  2. twitter: service A free micro-blogging
  3. twitter: service A free micro-blogging 140 character maximum
  4. twitter in plain English - the Common Craft Show
  5. Another place where conversations occur Organization Stakeholders Influentials Stakeholders Influentials
  6. Another place where conversations occur Organization Stakeholders Influentials Stakeholders Influentials
  7. Lingo ๏ tweet ๏ hashtag ๏ tweme ๏ tweetup ๏ tweetchannel ๏ tinyURL ๏ DM
  8. Lingo ๏ tweet - a message of 140 characters or less ๏ hashtag ๏ tweme ๏ tweetup ๏ tweetchannel ๏ tinyURL ๏ DM
  9. Lingo ๏ tweet - a message of 140 characters or less ๏ hashtag - tweets that start with a # (tracking) ๏ tweme ๏ tweetup ๏ tweetchannel ๏ tinyURL ๏ DM
  10. Lingo ๏ tweet - a message of 140 characters or less ๏ hashtag - tweets that start with a # (tracking) ๏ tweme - same as hashtag (twitter meme) ๏ tweetup ๏ tweetchannel ๏ tinyURL ๏ DM
  11. Lingo ๏ tweet - a message of 140 characters or less ๏ hashtag - tweets that start with a # (tracking) ๏ tweme - same as hashtag (twitter meme) ๏ tweetup - twitter meetup ๏ tweetchannel ๏ tinyURL ๏ DM
  12. Lingo ๏ tweet - a message of 140 characters or less ๏ hashtag - tweets that start with a # (tracking) ๏ tweme - same as hashtag (twitter meme) ๏ tweetup - twitter meetup ๏ tweetchannel - add #channelname at start of tweets ๏ tinyURL ๏ DM
  13. Lingo ๏ tweet - a message of 140 characters or less ๏ hashtag - tweets that start with a # (tracking) ๏ tweme - same as hashtag (twitter meme) ๏ tweetup - twitter meetup ๏ tweetchannel - add #channelname at start of tweets ๏ tinyURL - for URLs longer than 30 characters ๏ DM
  14. Lingo ๏ tweet - a message of 140 characters or less ๏ hashtag - tweets that start with a # (tracking) ๏ tweme - same as hashtag (twitter meme) ๏ tweetup - twitter meetup ๏ tweetchannel - add #channelname at start of tweets ๏ tinyURL - for URLs longer than 30 characters ๏ DM - direct message (private)
  15. twitter uses Tracking • Monitoring • Live-reporting Journalism • Activism • Public Relations Political Comm. • Crisis Comm.
  16. Monitoring tracking
  17. 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
  18. Comcast’s YouTube Baggage - Sleeping Comcast Technician Video
  19. 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
  20. 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
  21. 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
  22. 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?
  23. 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.
  24. “ 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
  25. live- reporting ๏ Similar to live-blogging ๏ Uses hashtags (i.e. “#sxsw”) ๏ Backchannel tool ๏ 08 SXSW Zuckerberg Interview
  26. live- reporting ๏ Similar to live-blogging ๏ Uses hashtags (i.e. “#sxsw”) ๏ Backchannel tool ๏ 08 SXSW Zuckerberg Interview berg K eynote “ Zucker aos as cends Into Ch Des Over” u dience Takes - Wired A
  27. - Cartoon Credit: Bitstrips.com
  28. twitter used in journalism
  29. 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
  30. Rick Sanchez using twitter on air - CNN anchor
  31. twittering for activism ๏ James Buck Example ๏ twittering yoursef out of jail
  32. twittering for activism ๏ James Buck Example ๏ twittering yoursef out of jail Arrested
  33. twittering for public relations
  34. 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
  35. twittering for president
  36. 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?
  37. twittering in times of crisis
  38. 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
  39. your turn create an account • follow class mates • post 5 times in next 48 hours • post about anything - Thanks to Kay Sweetser for the 48 hrs twitter experiment
  40. Credits Dr. Corinne Weisgerber St. Edward’s University Blog: http://socialmediaprclass.blogspot.com Email: corinnew@stedwards.edu

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