mobs professionals media
the gossip tweet
goes to his twitter
shares his trivia
the “tweet” that all
his followers see
the brand tweet
goes to corporate twitter
HQ - Austin, Texas
the “tweet” that all 1.7mil
Whole Foods followers see
the news tweet
a social news website on which users
submit can post links to content on the Internet.
all over the
shared to followers
interest groups tweet
some groups are organized around tags
(aka, hashtags) such as the #prodmgmt or
product management group
some groups use a web service derived
from twitter called Twibes
mobs professionals media
Twitter is all of these things
customer companies individuals
Twitter vs. Facebook
• Twitter is OPEN • Facebook is CLOSED
• Like a public rally - • Like an invitation-
where anyone can only party - the only
join, follow, people there are you
participate. & your friends.
- No permission required - ✓ Permission required - people
anyone can “follow” you and can read your Facebook posts if
read your Twitter stream you *accept* them as friends
(and you can read theirs if you
✴ (assuming default privacy setting - anyone can “friend” or “fan” them)
✴ (assuming default privacy setting - friends only)
Comcast: Customer Service
• Comcast has been using Twitter to scan for complaints & engage with
customers since early 2008. It doesn’t replace phone & e-mail help but
is a different kind of dialogue: it is a little more personal, more back
& forth, & gives immediacy to interactions.
• Sometimes customers have general complaints, sometimes they have
a speciﬁc problem. Frank Eliason (Comcastcares on Twitter) or one of
his 11 team members, responds immediately -- often by simply
tweeting back “Can I help?” The back & forth occasionally may result
in calling the customers directly if they share their phone numbers.
• The Comcast Twitter team may not always resolve the problem, but
they always respond immediately.
• Is Comcast’s use of Twitter to broadcast messages about its brand or engage in a
conversation? Is Comcast’s use of Twitter project a brand or individual personality? What
is more useful in the Twitter-sphere?
How does Comcast’s Twitter presence help its brand?
Can words overcome bad products or bad experiences with products?
Whole Foods: Promotion
• Whole Foods Market has several Twitter accounts. The main account
(@wholefoods) has over 1.7 million followers (as of 3/28/10) & is
widely regarded as one of the most successful brands on Twitter.
• @wholerecipes has over 19,000 followers (as of 3/28/10) & is mainly
used to broadcast recipes
• Whole Foods also has topical accounts (i.e., @WFMcheese), regional
accounts (i.e., @WholeFoodsNYC), and local store account
• Examine Whole Foods’ Twitter presence - how are they using
Twitter, globally & locally? What is their brand presence on
Twitter? (brand-based vs. personality-based; broadcast vs.
Street Food Vendors:
• Examine the following Street Food Vendors:
• How are they using Twitter? Is it effective?
• For a full list of Street Vendors go to:
• Media outlets:
NYT, Washington Post, Hufﬁngton Post
• Media stars:
Oprah, Bill Gates, Kevin Spacey
• Tech people:
Robert Scoble, Michael Arrington, David
• How do they use Twitter?
• Go to http://twitter.com/signup
If you want people
to ﬁnd you - use
This is the “name”
your real name
that shows up in all
your messages! Your
Where Twitter sends your
messages about who is
Select this if you want following you, etc.
people to ﬁnd you
Click and you’re done.
The Twitter Language
Some special terms to know
• A simple tweet is when someone sends
out a message via Twitter that is less
than 140 characters
Userid or Twitter name:
Mashable is a social media site
Mashable uses a picture
of its founder for its brand
the Tweet (<140 characters)
image: more personable
time of tweet
& software used to write tweet
• A tweet that you liked, & want to
redistribute to your followers
Indicates a retweet - and
that none of the original
tweet was altered
Also indicates a
retweet - in this case,
time of tweet & software
the original tweet may The person/ID who
used to write tweet (via
have been changed originated the tweet
the web), plus how
many people have
retweeted this particular
tweet from the NY Times
time of tweet & software used - in this
case TweetDeck, which is used from the
desktop instead of a web browser
• If someone mentions you in a tweet or
retweet, it’s indicated by an @ symbol
TIME magazine mentions the twitter ID
for a new book by one of its editors They also mention themselves :}
retweet that mentions Harvard Business School
This retweet is a part of a conversation.
@Scobleizer orginally posted something about Google Sync
@matthewogston replied with this comment about Google Contacts
I follow Scobleizer - and normally I don’t see replies to @Scobelizer liked the comment so he retweeted it.
@Scobelizer or replies he makes to others such as
@matthewogston (in my twitter stream) - unless it is
• Since twitter is only 140 characters, and
links to web sites are often long, there
are many services that shorten the links
Harvard has a branded service
bit.ly is popular service & is built into TweetDeck
• These are automatically done through the twitter web site, or via twitter software such as
TweetDeck, Seesmic, or others. You can also go directly to bit.ly or tiny.cc and create your own
short link to share with people -- it can be used in places other than twitter.
That’s it. A short intro.
conversing on Twitter
(tweeting & beyond)
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