Twitter & Nonprofits

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Leveraging Collaborative Technology to Better Serve Children & Youth. See http://wiredpen.com/2010/06/25/twitter-and-non-profits/

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  • Social Media : new era - traditional gatekeeper role diminished : gone is the audience as passive vessel for information
  • 89 percent of nonprofit organizations are using some form of social media – July 2009 - http://philanthropy.com/blogPost/Nonprofit-Groups-Outpace/10176/
  • Differentiate Twitter from traditional medai.
  • The “but why do people want to know what I had for breakfast” tweet/pushback.
  • Note: verified account – ratio of followers to following – listed number
  • TweetStats show frequency, timeline, trend
  • Tweet Stats : @ replies and RTs shows type of conversation
  • Promo Example. The bulk (85 percent) of Mayo Clinic tweets are promotional or links to health-related resources, Aase invites people to submit their questions as tweets using the Mayo Radio hashtag (#mayoradio), both before and during the radio show while it is live.
  • Promo example August 12, 2009, Children’s Mercy handed the hospital’s Twitter account over to Shari Flanagan to tweet before, during and after her daughter, Caity, had surgery for Crohn’s disease
  • Whole Foods motivation to RT
  • @Reply Example Be sensitive to answers that shouldn’t be made public and the limits of Twitter’s 140 characters
  • WHY social media as a communications tool? Mobile : ubiquitous
  • Mobile ubiquitous : three generations
  • Mobile ubiquitous : The fourth generation
  • Twitter & Nonprofits

    1. 1. Twitter & NFPs SOAR: Building Effective Partnerships For Children, Youth and Families : South Seattle Community College – 25 June 2010 Leveraging Collaborative Technology to Better Serve Children & Youth Kathy E. Gill @kegill @
    2. 3. 89%
    3. 6. A New Genre <ul><li>Private messages made public </li></ul><ul><li>Broadcast versus Converse </li></ul><ul><li>D versus @ versus RT and #hashtags </li></ul><ul><li>Follow versus Friend </li></ul><ul><li>Favorites and Lists </li></ul><ul><li>Nibble v Full Course </li></ul><ul><li>Four organizations </li></ul>
    4. 14. Levels of Engagement <ul><li>Branding : Reads tweets </li></ul><ul><li>Spread Awareness : Retweets or @reply with question/comment </li></ul><ul><li>Motivate To Act : Donate for Haiti or Volunteer for Charity Water or simply click-through </li></ul><ul><li>Create Content : Share photos or live tweet from events </li></ul><ul><li>Ecological Integration : Cross-post or share at Facebook and with offline friends </li></ul>
    5. 18. Take-Aways <ul><li>Inexpensive, Immediate, Personal </li></ul><ul><li>Hard to measure, easy to mis-use </li></ul><ul><li>Mobile devices soon to be key gateway to our digital world </li></ul>
    6. 19. Credits <ul><li>Examples from forthcoming book, Brands L.E.A.P. Into Twitter , edited by Kathy E. Gill (@kegill). </li></ul><ul><li>Locked gate : http://www.flickr.com/photos/stevenerat/51022600/ </li></ul><ul><ul><ul><li>Megaphone, http://warkscol.files.wordpress.com/2008/01/superchick_megaphone_logo_hi.jpg </li></ul></ul></ul><ul><ul><ul><li>Woman with mobile phone: http://www.flickr.com/photos/jamesjustin/2894092846/ </li></ul></ul></ul><ul><ul><ul><li>Man with mobile phone: http://www.flickr.com/photos/blindscapes/3621995479/ </li></ul></ul></ul><ul><ul><ul><li>Three generations with mobile phone: http://www.flickr.com/photos/olliesphotos/333193604/ </li></ul></ul></ul>
    7. 20. CC License <ul><li>Share&share alike, attribution, non-commercial </li></ul><ul><li>Kathy E. Gill </li></ul><ul><ul><li>http://faculty.washington.edu/kegill or @kegill , @kegill_uw </li></ul></ul><ul><ul><li>http://wiredpen.com/ and http://slideshare.net/kegill </li></ul></ul>
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