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Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
Twitter Tutorial for Public Relations Individuals of Southern Maryland
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Twitter Tutorial for Public Relations Individuals of Southern Maryland

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Twitter Tutorial for Public Relations Individuals of Southern Maryland on February 18, 2010

Twitter Tutorial for Public Relations Individuals of Southern Maryland on February 18, 2010

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  • 1. Social Media for Business: Twitter
    Public Relations Individuals of Southern Maryland
    St. Leonards, Maryland
    February 18, 2010
    Tracy Johnson, Senior Consultant
    Booz Allen Hamilton
    This document is confidential and is intended solely for the use and information of the client to whom it is addressed.
  • 2. So who am I?
    • Tracy Johnson, Senior Consultant with Booz Allen Hamilton
    • 3. Social Media/Government 2.0 Practice
    • 4. Consultant, Navy Chief of Information Office, Social & Emerging Media
    • 5. Connect with me on LinkedIn
    • 6. Find me on Twitter
    • 7. Watch my videos
    • 8. See what I'm bookmarking
    • 9. Connect with me on GovLoop
  • Agenda
    Quick overview of social media
    Twitter for business
    Live Twitter example
    Questions
  • 10. Traditional media vs. social media
    Social media facilitates openness, communication, and collaboration among users through Internet technologies
  • 11. So many tools!
    Spectrum of social media spaces
    Enabled by Web 2.0 tech
    Stakeholders become content producers, aggregators, distributors
    An ongoing conversation
  • 12. Your stakeholders
    Protected collaboration with partner agencies/orgs, businesses, and others
    Direct, two-way communication with individuals, groups, and the media
    Open communication within the Organization
    The Public
    Partners
    Employees
  • 13. Critical success factors
    Strategic Integration
    Strategy
    People
    Process
    Listen/Engage/Listen
    Resources
    Risks
    Relevant Content
    Technology
    Internal/External Communications
    Outreach/Public Involvement
    Social Media
    Knowledge Management
    Customer Service
    Transparency
  • 14. Measurable objectives
  • 15. Agenda
    Quick overview of social media
    Twitter for business
    Live Twitter example
    Questions
  • 16. 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
  • 17. I don’t care what people are eating for breakfast…
    Businesses can use Twitter to
    Expand their network
    Share expertise and build credibility
    Highlight what’s special
    Communicate with stakeholders
    Run deals and specials
    Interact with competition
    Organize events
    Users connect with businesses on Twitter to:
    • Share their experiences, both good and not so good
    • 18. Provide feedback on recent events or launches
    • 19. Discuss product ideas
    • 20. Learn about exclusive deals or offers
    • 21. Get customer service
  • Key terms
    To follow somebody is to subscribe to their messages
    A tweet is an individual message
    A DM or direct message is a private message on Twitter
    RT orretweet is to repost a valuable message from somebody else on Twitter and give them credit
    Trending topics are the most-discussed terms on Twitter at any given moment
    @username is a public message to or about an individual on Twitter
    A hashtag—the # symbol followed by a term and included in tweets—is a way of categorizing all the posts on a topic
    Shortened URLs. To fit links into the short messages, Twitter shrinks some URLs down automatically
  • 22. Steps to create a Twitter account for your business
    Listen
    Register
    Connect
    Push
    Converse
    Integrate
  • 23. 1. ListenYou can’t join the conversation if you don’t know what people are talking about
    Search.Twitter.com
    Google Reader
    Search for your company, your competitors and keywords
    Listening can help you get a sense of how you want to engage on Twitter
  • 24. 2. RegisterTwitter is an extension of your brand
    Account Name
    Mini bio
    Photo
    Account persona
  • 25. 3. ConnectFinding other relevant users to follow and share with
    Determine your company’s niche market and larger market(s)
    Select keywords relevant to your market(s)
    Search for users that self-identify with those keywords
    Search.Twitter.com
    We Follow
    Twellow
    GovTwit
    When you find a good candidate, look under their picture for the Follow button
    You can also choose to interact without following an account, just send them a tweet
  • 26. 4. Push/PostBe a valuable resource to your community
    Method of engagement
    Policy
    What to post?
    Tips, interesting stories, blog posts
    Exclusive deals
    Add your thoughts and experiences
    Consider answering the question “What has your attention?” rather than “What are you doing?”
    Ask questions
    News and press updates (with personal touch)
  • 27. 5. ConverseRemember, this is a real time, two-way street
    Talk directly to others as appropriate
    Respond to questions
    Re-Tweet (RT) information you agree with, support, or want to share with your audience
  • 28. 6. IntegrateCreating an authentic and synchronized web presence
    Create a networked web presence—not everyone will come across your business through your website or Twitter account
    Cross link to build credibility and consistency of messaging
    Leverage other sites to add value and usefulness to stakeholders
  • 29. Advanced—Management Tools
    OneForty
    TweetDeck
    Hoot Suite
    Bit.Ly
  • 30. Best Practice: Build relationships on Twitter
    • Listen for comments about you
    • 31. Respond to comments and queries
    • 32. Ask questions
    • 33. Post links to things people would find interesting
    • 34. Retweet messages you would like to share
    • 35. Use a friendly, casual tone
    • 36. Don’t spam people
  • Best Practice: Leverage the real-time nature of Twitter
    • Ask questions, float ideas, solicit feedback – and expect fast feedback most of the time
    • 37. If you’ve launched a product, new store or new campaign, search Twitter for comments
    • 38. Respond to customer service issues quickly
    • 39. Engage in discussion on a tricky public issue your company is dealing with
  • Best Practice: Measure the value of Twitter
    • Before setting up measurement tools, focus on the quality of your engagement: do a gut-check of how things are going
    • 40. Try to analyze the quality of feedback and topics of discussion, you may find this changing over time
    • 41. Keep a tally of questions answered, customer problems resolved and positive exchanges held
    • 42. When offering deals on Twitter, use a unique coupon code or separate landing page
  • Survival Tips (from @ChrisBrogan)
    Use URL shortening tools like TinyURL
    You don’t have to read every tweet
    You don’t have to reply to every @ tweet directed to you
    Use direct messages for 1-to-1 conversations if you feel there’s no value to Twitter at large to hear the conversation
    When promoting a blog post, ask a question or explain what’s coming next, instead of just dumping a link
    Tweet about other people’s stuff.
    When you DO talk about your stuff, make it useful. Give advice, blog posts, pictures, etc.
    Share the human side of your company. If you’re bothering to tweet, it means you believe social media has value for human connections. Point us to pictures and other human things.
    Don’t toot your own horn too much
    Or, if you do, try to balance it out by promoting the heck out of others, too
  • 43. Agenda
    Quick overview of social media
    Twitter for business
    Live Twitter example
    Questions
  • 44. St. Mary’s County Government Mission
    St. Mary’s County Government will:
    Be responsive and accountable to the county’s citizens;
    Provide high quality, cost effective and efficient services;
    Preserve the county’s environment, heritage and rural character; and
    Foster opportunities for present and future generations.
  • 45. St. Mary’s County Government Stakeholders (not exhaustive)
    Citizens- ~100,000
    Business owners
    Partner organizations
    St. Mary’s County Division of Tourism, http://www.visitstmarysmd.com/
    St. Mary’s County Public Schools, http://www.smcps.k12.md.us/
    Other government entities
    Department of Recreation and Parks, http://www.co.saint-marys.md.us/recreate/
    Maryland State Archives, http://www.msa.md.gov/msa/mdmanual/36loc/sm/html/sm.html
    Department of Human Resources, http://www.stmarysmd.com/hro/vacancy.asp
    Southern Maryland Online, http://somd.com/
    St. Mary’s County Sherriff, http://www.firstsheriff.com/
  • 46. St. Mary’s County Public Information Officer’s objective is to get information to the county’s 100,000 citizens
    Public Safety
    Voting
    Local Events
    Other County Services
    Strategic Integration
    Internal/External Communications
    Outreach/Public Involvement
    Social Media
    Knowledge Management
    Customer Service
    Transparency
  • 47. Let’s use Twitter to further the St. Mary’s County government mission and meet the Public Information Officer’s objectives
    Listen
    Register
    Connect
    Push
    Converse
    Integrate
  • 48. 1. Listen
  • 49. 2. Register
  • 50. 3. Connect
  • 51. 4. Push
  • 52. 5. Converse
  • 53. 6. Integrate
    Links on St. Mary’s County Government website
    Links on partner organization websites
    Links on partner organization social media sites
    Meet Twitter followers in person by organizing a Tweet up
    Consider other social media properties such as Facebook
  • 54. Agenda
    Quick overview of social media
    Twitter for business
    Live Twitter example
    Questions
  • 55. Links
    http://business.twitter.com/twitter101
    http://www.makeuseof.com/tag/10-innovative-ways-to-use-twitter-for-business/
    http://blog.hubspot.com/blog/tabid/6307/bid/4034/How-to-Use-Twitter-for-Marketing-PR.aspx
    http://www.chrisbrogan.com/50-ideas-on-using-twitter-for-business/
    http://www.conversationagent.com/2008/08/business-uses-for-twitter.html
    http://www.mpdailyfix.com/7-ways-marketers-can-use-twitter/
    http://www.web-strategist.com/blog/2008/08/18/web-strategy-the-evolution-of-brands-on-twitter/
    http://mashable.com/2009/06/08/twitter-local-2/

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