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Twitter For Us 2010

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Twitter for Social Change …

Twitter for Social Change
Getting Started & Learning to Listen
Thinking about how to use for advocacy & social change-making

Published in: Business

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  • 1. Making Twitter Work for Us Using Twitter to Make Social Change * Lifetime guarantee included
  • 2. Take me to the Social Web: Beth Kanter, Beth’s Blog What is your burning question about Twitter? Write it in 140 characters or less. http://beth.typepad.com/beths_blog/files/morning_icebreaker.pdf Twitter for Us - FCPCommunications.com Another option: Open twitter.com & just start typing
  • 3. Today / Next Time
    • Today
    • Twitter in a nutshell
    • What it is
    • How to listen
    • Take the plunge
    • See what happens
    • Next Time
    • Listening Tools
    • Tag-teaming the Twitterverse
    • Let’s get going
    Twitter for Us - FCPCommunications.com
  • 4. Communications Refresher
    • Communications Goal should rule all
    • What is your strategy – does this tool (Twitter) fit with what you are working to achieve
    • Think “Audience” and “Action”
    • Are you the right messenger? Who is?
    • Are you listening? Starting a discussion? Participating actively?
    • What is your near-term goal? Long-term?
    Twitter for Us - FCPCommunications.com
  • 5. What is twitter
    • 10 Billion messages sent – 140 characters or less
    • Millions of individual broadcasting networks – built by the users themselves
    • A new way to speak directly to the people you care about – and that want to hear from you
    • A giant and total time – suck away from what is really important? You be the judge
    Twitter for Us - FCPCommunications.com
  • 6. What is twitter Twitter for Us - FCPCommunications.com
  • 7. What is twitter Twitter for Us - FCPCommunications.com
  • 8. Twitter Basics
    • Messages – 140 characters – a “ Tweet ”
    • Messages available to anyone – but sent directly to your “ followers ” accounts
    • Messages from the people you “ Follow ” sent to your account – all messages accessible through searching
    • Individual users have account names – identified by “@NAME”
    Twitter for Us - FCPCommunications.com
  • 9. Twitter?
    • 10 Billion messages sent
    • 140 characters or less
    • Millions of individual broadcasting networks with custom-built audiences
    Twitter for Us - FCPCommunications.com
  • 10. What is a Tweet? BANAL Twitter for Us - FCPCommunications.com
  • 11. What is a Tweet? Head’s Up! Twitter for Us - FCPCommunications.com
  • 12. What is a Tweet? Look at Me! I’m a part of this! Twitter for Us - FCPCommunications.com
  • 13. Twitter for Us - FCPCommunications.com
  • 14. Begin at the Beginning – Twitter.com
    • Sign up for a free account and fill out your profile by adding an image and one-line bio. Include a link to your site.
    • You can read on the web or send messages to your phone or IM client. Decide what works best for your working style.
    • You can "protect your updates" or "open." Pros/cons to each.
    • Decide whether you want an organizational account or indiv. account.
    • Share the workload - should not just be one person. Listening on Twitter can take 5 or 10 minutes of your day.
    http://socialmedia-listening.wikispaces.com/Project+1 Twitter for Us - FCPCommunications.com
  • 15. Step One - Listen
    • Counter-intuitive – listen first
    • Follow 5 new people – see who they “listen” to, then five more, then five more – watch the conversation happen
    • Try a search – Search.Twitter.com
    • Try “California Budget” “Immigrant” “p2”
    • Read the conversation – who is saying what? Follow some interesting folks.
    Adapted from http://www.readwriteweb.com/archives/5_simple_twitter_listening_tips_every_marketer.php Twitter for Us - FCPCommunications.com
  • 16. Looking is Listening…
    • 10 Billion messages sent – 140 characters or less
    • Millions of individual broadcasting networks – built by the users themselves
    Twitter for Us - FCPCommunications.com
  • 17. Listening Options Twitter for Us - FCPCommunications.com
  • 18. Listening Options – Watching the River Flow Twitter for Us - FCPCommunications.com
  • 19. Twitter for Us - FCPCommunications.com Listening Options – Watching what one person says…and finds important
  • 20. Listening by Referral
    • How do you find people?
    • Who do YOU trust ?
    • Who do they listen to?
    • Where do those names take you?
    Twitter for Us - FCPCommunications.com
  • 21. Listen to Lists of Others
    • Search for “Lists” on topic areas that matter to you
    • Search for lists created by people you want to hear more from
    Twitter for Us - FCPCommunications.com
  • 22. Step One – Listen… Search a “hashtag” Twitter for Us - FCPCommunications.com
  • 23. What have you learned by listening?
    • What conversations are out there?
    • Who is having them?
    • Is there a voice missing from the discussion?
    • Is there information missing?
    • What value can you add?
    Twitter for Us - FCPCommunications.com
  • 24. Twitter for Us - FCPCommunications.com Now What? For some – the scariest screen on earth…
  • 25. What Makes a Story?
    • Controversy. The worse it is, the better for the media.
    • Conflict. Between groups of people, industries, issues or ideas.
    • Problem/Solution Dynamic. If you want to talk about a problem, YOU’D BETTER tell them a solution.
    • Timeliness & competitive advantage (Is it an exclusive to that paper or TV station?).
    • Access to & reliability of sources – often just knowing there is someone who can educate a reporter on an issue is reason enough for them to feel comfortable enough to do a story.
    • People/Personalities. Large mistakes by little people or Small mistakes by big people.
    Author’s Note: These next three slides come from Media 101 presentation by FCP – but are instructive for us Twitter for Us - FCPCommunications.com
  • 26. What Makes a Story?
    • Dramatic Human Interest. Include the stories of real people, their triumphs, tragedies, and anecdotes.
    • Trends. Stories that suggest new opinions, behavior patterns and attitudes. Three is a trend; find at least three examples to assert that a new trend is emerging.
    • New Announcement. “Unprecedented” or “groundbreaking” or “first-ever”. Reporters are only interested in new news, not old news. Make it fresh.
    • Localize national story (and vice versa). Take a nationally breaking story and emphasize its local impact
    Twitter for Us - FCPCommunications.com
  • 27. What Makes a Story?
    • Anniversaries/ Milestones. One year later, 5 or 10.
    • Fresh angle on old story. Take old story add fresh twist.
    • Stories. Individuals, community leaders, or galvanizing spokespersons who may become news themselves.
    • Special event. A huge conference, rally, or gathering. Frame event to capture the issue and importance.
    • Rapid Response. React & OWN news others have made.
    • Celebrity. If you have a celebrity on your side, someone known in your community, make sure they are included in the story.
    • Strange Bedfellows. Have unlikely allies come together in solidarity over your issue? Highlight it in your story.
    Twitter for Us - FCPCommunications.com
  • 28. So – what do you have to say?
    • Personal thoughts and reflections that meet your goal?
    • Are you first? The only? The most trusted to share it?
    • Replies (@twittername) - this comes from listening to your followers (you have to follow back to see their tweets). The more personal the reply, the higher the impact.
    • Direct replies (d twittername) - this isn’t in the public timeline, but it helps build deeper bonds to talk directly to someone like this. This is helpful to answer people when it is a private matter or when you want to show concern (i.e. someone reports an accident, etc.)
    • New blog posts – yours & promote other people’s blog posts that are of interest
    • Announcements - if it is interesting, tweet it
    • Shout outs - @twittername rocks! Thanks for the great link: http://insertlink.com These make people feel great, too.
    Twitter for Us - FCPCommunications.com Adapted from http://www.horsepigcow.com/2008/04/tweeting-for-companies-101/
  • 29. Step Two – Take the Plunge
    • John Myers, KQED –
    • “… I think the broader the focus of the tweets, the harder it gets. I sometimes find myself straying a bit beyond what I think is most valuable. I think folks who tweet anything and everything tend to water down their value. “
    Twitter for Us - FCPCommunications.com /
  • 30. Step Two – Take the Plunge
    • @ShaneGoldmacher, LATimes
    • “ I would say that Twitter can be most effective to cover live, as they are happening events.
    • Also, can be most useful to point out stories or things people would otherwise miss.”
    • He added, “Generally, the most effective way to gain followers/a following is to find unique, timely and accurate information and disseminate it.”
    Twitter for Us - FCPCommunications.com
  • 31. So… Write it in 140 characters or less. http://beth.typepad.com/beths_blog/files/morning_icebreaker.pdf Twitter for Us - FCPCommunications.com
  • 32. Your Homework Twitter for Us - FCPCommunications.com
    • Sign up for Twitter
    • Follow 5 new people/day for 7 days (@dcstpaul, @Kanter, @healthaccess)
    • Watch twitter for 5 minutes each day (weekends too!)
    • Share 5 things you learned (from banal to critical)
    • Name one new person out there – you didn’t already know – that may be a resource to you
    • Share one tweet you sent / wish you’d sent (Original or ReTweet)
    • Google “TweetDeck” & “Twitter Metrics” for next time
  • 33. Dan Cohen, Principal Full Court Press Communications [email_address] 510-465-8294