Social Media for Business: Twitter<br />Public Relations Individuals of Southern Maryland<br />St. Leonards, Maryland<br /...
So who am I?<br /><ul><li>Tracy Johnson, Senior Consultant with Booz Allen Hamilton
Social Media/Government 2.0 Practice
Consultant, Navy Chief of Information Office, Social & Emerging Media
Connect with me on LinkedIn
Find me on Twitter
Watch my videos
See what I'm bookmarking
Connect with me on GovLoop</li></li></ul><li>Agenda<br />Quick overview of social media<br />Twitter for business<br />Liv...
Traditional media vs. social media<br />Social media facilitates openness, communication, and collaboration among users th...
So many tools!<br />Spectrum of social media spaces<br />Enabled by Web 2.0 tech<br />Stakeholders become content producer...
Your stakeholders<br />Protected collaboration with partner agencies/orgs, businesses, and others<br />Direct, two-way com...
Critical success factors<br />Strategic Integration<br />Strategy<br />People<br />Process <br />Listen/Engage/Listen<br /...
Measurable objectives<br />
Agenda<br />Quick overview of social media<br />Twitter for business<br />Live Twitter example<br />Questions<br />
What is Twitter?<br />Twitter is a real-time information network powered by people all around the world that lets you shar...
I don’t care what people are eating for breakfast…<br />Businesses can use Twitter to<br />Expand their network<br />Share...
Provide feedback on recent events or launches
Discuss product ideas
Learn about exclusive deals or offers
Get customer service</li></li></ul><li>Key terms<br />To follow somebody is to subscribe to their messages<br />A tweet is...
Steps to create a Twitter account for your business<br />Listen<br />Register<br />Connect<br />Push<br />Converse<br />In...
1. ListenYou can’t join the conversation if you don’t know what people are talking about<br />Search.Twitter.com<br />Goog...
2. RegisterTwitter is an extension of your brand<br />Account Name<br />Mini bio<br />Photo<br />Account persona<br />
3. ConnectFinding other relevant users to follow and share with<br />Determine your company’s niche market and larger mark...
4. Push/PostBe a valuable resource to your community<br />Method of engagement<br />Policy<br />What to post?<br />Tips, i...
5. ConverseRemember, this is a real time, two-way street<br />Talk directly to others as appropriate<br />Respond to quest...
6. IntegrateCreating an authentic and synchronized web presence <br />Create a networked web presence—not everyone will co...
Advanced—Management Tools<br />OneForty<br />TweetDeck<br />Hoot Suite<br />Bit.Ly<br />
Best Practice: Build relationships on Twitter<br /><ul><li>Listen for comments about you
Respond to comments and queries
Ask questions
Post links to things people would find interesting
Retweet messages you would like to share
Use a friendly, casual tone
Don’t spam people</li></li></ul><li>Best Practice: Leverage the real-time nature of Twitter<br /><ul><li>Ask questions, fl...
If you’ve launched a product, new store or new campaign, search Twitter for comments
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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

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

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