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Twitter Training for Media Relations

Twitter Training for Media Relations



Overview of what Twitter is, how you can use it for media relations, AARP social guidelines, & tips.

Overview of what Twitter is, how you can use it for media relations, AARP social guidelines, & tips.



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  • Ask them what they think it means… WORD OF MOUTH ON STEROIDS
  • Ask them what they think it means… WORD OF MOUTH ON STEROIDS
  • ¾ Americans: Forrester 2008. Also, visiting social sites is the 4 th most popular online activtity – ahead of personal email. Rupert Murdoch – technology is shifting power away from the media – the people are in control.
  • Sound familiar? It’s also AARP’s Integrated Communications goal.
  • 85% of social media users believe companies should interact with them. Communities tend to be self policing.

Twitter Training for Media Relations Twitter Training for Media Relations Presentation Transcript

  • Twitter for Media Relations Goals, Guidelines & Strategies to Engage Reporters on Twitter AARP Communications College for AARP Media Relations Team May 21, 2010 Washington, DC
  • What is Twitter?
    • Twitter is a real-time information network powered by people all around the world that lets you share and discover what’s happening now.
    • A microblog where you communicate in 140 characters.
    • Zillions of conversations people are having online 24/7.
    • The fastest growing member community site. Twitter increased visitors 1,382% between February 2008 to February 2009. By comparison, Facebook grew 228 percent.
  • Is Twitter For Kids?
    • Unlike Facebook and MySpace, the biggest group of users of Twitter (Tweeters) are working adults aged 35-49 with nearly 3 million unique views and 42 percent of the site audience.
    • As of February 2009, there were over 1.5 million Tweeters over age 55.
  • Why Should I Care?
    • It’s effective. Your targets and competitors are engaging here – get in the conversation, find sources, leads, story ideas.
    • It’s easy. You can do it from any computer or Blackberry.
    • It’s rewarding. When you’re doing it right, you get real-time results & feedback.
    • YOU are in charge. Highly accessible & scalable publishing techniques to make YOUR content go further.
    • Writing short form social content is becoming a must-have skill for anyone working in communications. 52% of journalists surveyed by Forrester use microblogging services such as Twitter.
    • It’s fast. This is where breaking news is reported first.
  • How Do I Get Started?
    • Know AARP’s Social Communications Guidelines
    • Identify YOUR Strategies
    • Learn Best Practices
    • Jump in!
  • AARP-Affiliated Social Communications Guidelines
    • Be Transparent: Always identify your account as AARP-affiliated or clearly identify your communications as coming from an AARP representative.
    • Be Responsible: Do nothing to damage AARP’s standing as a nonpartisan, nonprofit organization or otherwise jeopardize AARP’s reputation.
    • Be Non-Partisan: You may not advocate on behalf of a political candidate or political party on any AARP-affiliated accounts.
    • Be Trained: All AARP employees or consultants communicating on behalf of AARP must complete at least one training through AARP Communications College.
    • Be Responsive: Social media is a two-way communications platform. Ensure that you are engaged in a dialogue, not a monologue.
  • Rule of Thumb for Posting When in doubt, don’t.
  • Media Relations Goal on Twitter Positively position our messages, experts and members to engage members of the national media in telling AARP’s story.
  • AARP’s Social Strategies
    • Broadcast
    • - Deliver messages, ideas & inspiration. Tell our story - through words, audio & video.
    • Conversation
    • Carry on a dialogue with reporters, editors, producers, etc.
    • Locate, cultivate sources and real person stories
    • Engagement
    • Issue calls to action to engage community in achieving AARP’s goals
  • Getting Started (or There’s No Such Thing As A Social Media Expert)
    • Participate personally before professionally.
    • Get to know the community etiquette.
    • Set up your “dashboard” & download to your Blackberry.
    • Determine the right “voice” for your work – can be multiple people.
    • Understand AARP’s Social Media Guidelines.
    • Learn. Take classes.
    • Establish your presence & make it clear that it is AARP.
  • Twitter Basics
    • Your name or Twitter handle is denoted and searchable by the @ sign in front of it. You want it to be unique to you, but short enough that it doesn’t take up too many characters. (You have 140 characters to use. Your name comes out of that)
    • Another way to be searchable on Twitter is by using hashtags (#) anything you but directly next to it. We’ll get into some examples, but people use these to organize – and connect and play.
    • RT means “retweet” and designates that the content was written by someone else. It’s key Twitter etiquette.
  • Twitter Do’s
    • Have a unique voice.
    • Be generous. Share.
    • Ask for opinions.
    • Listen, respond & follow back.
    • “ Friend”/follow people on both sides of the aisle/issue.
    • Answer direct messages.
    • Cheerlead your readers.
    • Surprise people.
    • Use photos and video to tell your story.
    • Ask for help if you need it.
  • Twitter Do’s
    • Have a unique voice.
  • Twitter Do’s 2. Be generous. Share.
  • Twitter Do’s 3. Ask for opinions. Find sources.
  • Twitter Do’s 4. Listen, respond & follow back.
  • Twitter Do’s 5. “Friend”/follow people on both sides of the aisle/issue.
  • Twitter Do’s 6. Answer direct messages.
  • Twitter Do’s 7. Cheerlead.
  • Twitter Do’s 8. Surprise people.
  • Twitter Do’s 9. Use photos and video to tell your story.
  • Twitter Do’s 10. Ask for help if you need it.
  • Social Communications Don’ts
    • Forget that everything is public.
    • Forget that there’s no such thing as delete.
    • Pick a name that’s too long.
    • Be cheesy.
    • Argue.
    • Ask for money.
    • Auto post.
    • Be partisan.
    • Market AARP-endorsed products or services.
    • Worry about responding to *everybody*.
  • Twitter Don’ts
    • Forget that everything is public.
    (from fired Chiefs running back Larry Johnson)
  • Twitter Don’ts 2. Forget that there’s no such thing as delete.
  • Twitter Don’ts 3. Pick a name that’s too long. Instead of @guinessworldrecords….
  • Twitter Don’ts 4. Be cheesy, salesy.
  • Twitter Don’ts 5. Argue.
  • Twitter Don’ts 6. Ask for money.
  • Twitter Don’ts 7. Autopost.
  • Twitter Don’ts
    • Be partisan.
    • Market AARP-endorsed products or services.
    • 10. Worry about responding to *everybody*.
  • AARP Training & Support
    • AARP Communications College
    • Opt-in teleconference classes on social communications.
    • Classes & new training materials will be announced via Yammer, InfoNet News Now.
    • - DVDs via Office of Learning & Performance
    • Social or “DIY”
    • Join Yammer.com AARP Social Communications group. Share best practices, ideas, ask questions.
    • Search SlideShare.net, YouTube.com for training
    • IRL (“in real life”)
    • AARP Staff: Tammy Gordon, Beth Carpenter, your colleagues
    • Dev. Plans: Conferences, networking & classes through professional organizations, local community centers
  • Homework
    • Starter Things You Can Do Today:
    • Go to www.twitter.com and click “Sign Up”. Choose a short username. Upload a pic. Follow a targeted list of folks you are interested in. Get to know the etiquette and writing style.
    • Find people to follow. A few ways to do that:
      • Search by name
      • Search your email contacts to see who you already work with/know is on Twitter
      • Google “name or outlet + Twitter”
      • See who other people are following & RTing
      • Explore journalist specific sites like:
        • MuckRack.com
        • http://media.twitter.com/
  • Next Steps
    • Got the account started and following some people… what next?
    • Enlarge your list of followers based on your personal and professional interests.
    • Set up a dashboard on www.Hootsuite.com to allow you to set up key word search columns, schedule tweets or manage multiple social accounts.
    • Engage. Reply to someone. Ask a direct question. Don’t be afraid to talk to people you don’t know well.
    • Follow a live event on Twitter. Or join a weekly #journchat from 7-10pm Central on Mondays on Twitter (type #journchat into your search field, hit saved search & weigh in)
  • Starter Set for Media on Twitter
    • Journalists to Follow:
    • @ markknoller, @jdickerson, @anamariecox, @jaketapper, @nickkristof, @tomfriedman, @danielleCNN, @jackgrayCNN, @SmithJoanna @afpakchannel, @joeNBC, @BrianStelter, @SanjayGuptaCNN,@ruthreichl, @fwscout, @Jane_Black, @LifeonDiscovery, @EbertChicago, @SaraHaines @BrianBolter
    • Media Leaders to Follow:
    • @acarvin, @jdcoffman, @skydiver, @jiconoclast, @nielsenwire, @mashable, @presssec, @macon44
    • AARP to Follow:
    • @AARP, @aarplive, @kevindonnellan, @AARPNewYork, @createthegood, @AARPMag, @AARPBulletin
  • Twitter for Media Relations Q & A May 21, 2010 AARP Communications College For More Information: Tammy Gordon [email_address] www.twitter.com/AARP