JCSA Webinar - Tweet Success


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JCSA hosted a webinar about using Twitter, featuring me (@estherk), Andy Neusner (@jfederations, @jewishevents) and moderated by William Daroff (@daroff). This is my component of the presentation, which focuses on creating content that builds relationship and adds value, and also some tips for Tweeting for small organizations or programs.

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  • When we look at these people, we see the stories that shaped their relationships. Twitter brings us
  • Strategy not as cold and calculated as it sounds. Just means its in the realm of subjects that you and your audience are interested in.Authentic
  • JCSA Webinar - Tweet Success

    1. 1. Tweet Success: Creating Content @EstherKFacebook.com/esther.kustanowitz
    2. 2. Let’s Think About Relationships• Encounter (perhaps w/initial skepticism)• Engage (humor, personality)  relationship building• Deeper investment, working together, partnership, bonding, shared experience• Challenge, distress• Resolution, equilibrium restored, relationship stable
    3. 3. Content Relationships
    4. 4. Encounter•Healthy skepticism•First impressions – good or bad•Immersion can be “too soon” – youlearn too much•Right organization/person at thewrong time is the wrong person/org•Sense that the person/project adds aunique value
    5. 5. Engagement• Dynamism• Sense of Humor• Relationship building through experiences
    6. 6. Deepening Relationship•Deeper investment – time & emotion•Working together•Partnership•Building trust•Shared experience  creating history
    7. 7. Challenge•Period of instability•Moment of dissent or distress•Acknowledging when you’re wrong•Intense work to repair relationship•Showing value
    8. 8. Resolution•Trespasses forgiven•Equilibrium restored•Understanding•Trust restored•Happy relationship
    9. 9. Let’s Think About ContentContent is an opportunity to:• Establish your voice/tone• Tell your story• Connect with &engage audience• Show respect for audience time• Add value (*your definition here*)• Respond to questions & challenges• …Deepen relationships
    10. 10. 5 Tips Toward Creating Engaging Content1. Be Strategic2. Be Authentic3. Be Considerate – time & length / “the ask”4. Be Engaging – personality & humor5. Be Valuable – add value
    11. 11. Personal Twengagement Josh Malina&Mazon, Part 2:Josh Malina&Mazon, Part 1 NFTY Strikes Back (at Hunger) http://mazon.org/2013/01/30/we- heart-joshua-malina/ http://estherkustanowitz.typepad.com/myurbankvetch2005/2013/01/josh- malina-and-mazon-project-update.html
    12. 12. Engaging Content Scorecard• Strategic (explained mission of org)• Authentic (trusted voice)• Considerate – time & length / “the ask” (reasonable)• Engaging – personality & humor (throughout)• Valuable – added value (knowledge about org, mitzvah factor, connection to celebrity)IN SUMMARY…GO @joshmalina @stophunger @nfty!
    13. 13. Small Orgs• Opportunities – Ability to be more engaging & more responsive – Responses can be personal – Can ask “the people” what they want• Challenges – Fewer resources - $ & people – If you ask for feedback, have to be willing to respond – Qualitative metrics* may not show engagement *also true in larger organizations – engagement is not a number of participants
    14. 14. Twitter in a Small Organization (followers/following)• @ROICommunity (4,180/1,106)• @nei_jfedla (425/355)• @bjparchive (1,434/1,910)• @ikar_la (999/272)• @LimmudLA (439/76)• @LimmudNY (2203/226)• @EstherK 5,879/4,198
    15. 15. Best Practices - TheorySet a Manageable ScheduleListen 3x day – lurk, read, absorb thelandscapeCheck out Twitter users that interest you– who do they follow?Aim to Tweet 2-3x dailyFollowersListen to themMeet & get to know themEngage their interests (no agenda)Pitch them (maybe)The EcosystemThink expansivelySeek out complementary conversations,even if they don’t directly benefit youBe part of the conversationBe Valuable“Live generously” – “make lifemeaningful”With every Tweet, add value
    16. 16. Best Practices – Practical140 Characters & You•Use the space (strategically)•Shorten links•Shorten language•Account for #tags•Proof before you tweet•Acknowledge sources (RT/HT)•Involve other people in theconversation (strategically)•Avoid txtspk if poss, LOLTiming•Depends on content http://roicommunity.org•You can plan tweets, but also leavethe ability to be flexible & responsive•Ensure a mix of content•Think about how much posting youcan manage•Pay attention to when peoplerespond, RT
    17. 17. Resources• http://www.evolutionfiles.com/15-tips-to-build-twitter-following/• http://topnonprofits.com/posting-guide/• http://infographics.fastcompany.com/miscellaneous/rules-of-social- media-poster.pdf• http://www.bethkanter.org/• http://estherkustanowitz.typepad.com/myurbankvetch2005/2009/ 11/the-ga-as-seen-through-twitter.html• http://estherkustanowitz.typepad.com/myurbankvetch2005/2013/ 01/josh-malina-and-mazon-project-update.html• http://estherkustanowitz.typepad.com/myurbankvetch2005/2009/ 11/manifesto.html