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ALL A-TWITTER: MAXIMIZING THE 
CULTURE AND OPPORTUNITIES OF 
TWITTER 
Esther D. Kustanowitz (@EstherK) 
Leichtag Foundation Social Media Boot Camp 
September 15, 2014
ONLINE CULTURE: FROM “TOP-DOWN” TO “UP 
AND OUT!” 
 Used to be just top-down: 
 hierarchy 
 undemocratic 
 user impact: low 
 Now also bottom-up: 
 peer reviews 
 consumer feedback 
 invested “prosumer” class 
 Next phase: Wonkavator 
http://content9.flixster.com/question/4 
6/64/76/4664763_std.jpg
“YOU KNOW THE WAY YOU KNOW ABOUT A 
GOOD MELON” 
 Determining that a brand, person or organization 
has value 
 Defining that value through living in the same 
narrative space, through: 
 Encounter 
 Engagement 
 Deepening the Relationship 
 Challenge 
 Resolution
ENCOUNTER 
•Healthy skepticism 
•First impressions – 
good or bad 
•Immersion can be 
“too soon” – you 
learn too much 
•Right 
organization/person 
at the wrong time is 
the wrong 
person/org 
•Sense that the 
person/project adds 
a unique value
ENGAGEMENT 
• Connection 
• Interest 
• Dynamism 
• Sense of 
Humor 
• Relationship 
building 
through 
experiences
DEEPENING RELATIONSHIP 
•Deeper investment 
– time & emotion 
•Working together 
•Partnership 
•Shared experience 
 creating history
CHALLENGE 
•Period of instability 
•Moment of dissent or 
distress, maybe a #fail 
•“I am not your 
consolation prize” 
•Acknowledging when 
you’re wrong 
•Intense work to repair 
relationship 
•Taking responsibility 
•Showing value
RESOLUTION 
•Trespasses forgiven 
•Equilibrium restored 
•Understanding 
•Compromises (sauce 
on the side) 
•Happy relationship
TWITTER CULTURE EVOLVES TO 
RELATIONSHIPS MODEL 
 “What are you doing now?” 
 Hashtags enabling easy following - examples 
(celebrities, orgs & companies, brands) 
 Twitter's role in discourse & social information: 
news feed, conversation space, livetweet/broadcast 
of conferences, idea and link sharing; media 
campaigns and recurring challenges 
 #lifeafterloss 
 #ALSicebucketchallenge 
 #NTCJews 
 #JFNAGA
DEFINING TWITTER 
 140 characters 
 shortened links 
 responding 
 proactive sharing of related pieces, not just self-promotional 
 immediate, open, accessible (not too techy, multiple 
platforms, scheduling tools) 
 adding value/being authentic 
 opportunity to learn from and better grow/support 
your audience/customers, respond in real-time
FACEBOOK VS. TWITTER 
 Facebook – distribution, sharing & discussion 
(deeper reach) 
 a newsroom 
 the water cooler/break room 
 Jewish geography: school/camp/uni reunion 
 evite.com 
 Twitter - consumption & distribution (wider reach) 
 a cocktail party in a large room 
 a convention 
 a sports arena 
 CNN news ticker 
 Can be great for recapping story…
WHAT’S TWITTER GOOD FOR? 
 Brand identity/organizational presence 
 Serious social awareness raising 
 Keeping audiences engaged and interactive 
 Laurie Kilmartin tweeting her father’s decline 
 #blamedrewscancer 
 #whyistayed #whyileft 
 #ALSIceBucketChallenge 
 Fun community-building - #HashtagWars on 
@midnight TV show (Comedy Central) 
 Why does it work? Knowledge of audience, ability 
to participate, "Wonkavator culture”
TOOL: STORIFY 
http://storify.com/CLSPN_Networks/collaboratory-convenes-jewish-innovation-sector
TOOL: TAGBOARD
#WHYISTAYED #FAIL
…THE APOLOGY
ANOTHER BRAND TWEETING #FAIL…9/11
#SCANDAL
@MIDNIGHT - #HASHTAGWARS
WHAT CAN WE LEARN FROM #SCANDAL, 
#ALSICEBUCKETCHALLENGE & @MIDNIGHT? 
 What we can learn about engagement from these 
successful accounts and campaigns? 
 Why does it work? 
 Authenticity 
 Doesn’t pretend to be something it isn’t 
 Knowledge of audience 
 Low bar to participate 
 "Wonkavator culture” – communicates that the 
feedback/participation of former “viewers” or “audience” is 
valuable  content co-creators
PRACTICUM: TWITTER USE 
 Who’s doing it right and what could they do better? 
 Volunteers? (If not, we’ll look at @estherk 
@JewishJournal @leichtagfdn) 
 What can we learn about these people or orgs from 
their Twitter feeds? 
 What’s missing from these feeds? 
 How could they improve their reach or messaging?
5 THINGS YOU CAN DO NOW 
1. Aseh lekha rav – both rav and rabim 
2. Ulpan – social media regimen/cultural immersion 
(coffee breaks, lunchtime, etc) 
Check Twitter 1x/day 
Read Tweetstreams of people and orgs you’re 
following –begin to participate in conversations 
3. Think about Twitter as an outreach strategy and a 
conversation to build engagement 
4. Create a Twitter content plan (w/flexibility to discard it) 
5. Be open to input & inspiration from other places – how 
are TV shows, films using Twitter for engagement?
ANY QUESTIONS?

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Leichtag Foundation Social Media Boot Camp - All-A-Twitter-09-15-2014

  • 1. ALL A-TWITTER: MAXIMIZING THE CULTURE AND OPPORTUNITIES OF TWITTER Esther D. Kustanowitz (@EstherK) Leichtag Foundation Social Media Boot Camp September 15, 2014
  • 2. ONLINE CULTURE: FROM “TOP-DOWN” TO “UP AND OUT!”  Used to be just top-down:  hierarchy  undemocratic  user impact: low  Now also bottom-up:  peer reviews  consumer feedback  invested “prosumer” class  Next phase: Wonkavator http://content9.flixster.com/question/4 6/64/76/4664763_std.jpg
  • 3. “YOU KNOW THE WAY YOU KNOW ABOUT A GOOD MELON”  Determining that a brand, person or organization has value  Defining that value through living in the same narrative space, through:  Encounter  Engagement  Deepening the Relationship  Challenge  Resolution
  • 4. ENCOUNTER •Healthy skepticism •First impressions – good or bad •Immersion can be “too soon” – you learn too much •Right organization/person at the wrong time is the wrong person/org •Sense that the person/project adds a unique value
  • 5. ENGAGEMENT • Connection • Interest • Dynamism • Sense of Humor • Relationship building through experiences
  • 6. DEEPENING RELATIONSHIP •Deeper investment – time & emotion •Working together •Partnership •Shared experience  creating history
  • 7. CHALLENGE •Period of instability •Moment of dissent or distress, maybe a #fail •“I am not your consolation prize” •Acknowledging when you’re wrong •Intense work to repair relationship •Taking responsibility •Showing value
  • 8. RESOLUTION •Trespasses forgiven •Equilibrium restored •Understanding •Compromises (sauce on the side) •Happy relationship
  • 9. TWITTER CULTURE EVOLVES TO RELATIONSHIPS MODEL  “What are you doing now?”  Hashtags enabling easy following - examples (celebrities, orgs & companies, brands)  Twitter's role in discourse & social information: news feed, conversation space, livetweet/broadcast of conferences, idea and link sharing; media campaigns and recurring challenges  #lifeafterloss  #ALSicebucketchallenge  #NTCJews  #JFNAGA
  • 10. DEFINING TWITTER  140 characters  shortened links  responding  proactive sharing of related pieces, not just self-promotional  immediate, open, accessible (not too techy, multiple platforms, scheduling tools)  adding value/being authentic  opportunity to learn from and better grow/support your audience/customers, respond in real-time
  • 11. FACEBOOK VS. TWITTER  Facebook – distribution, sharing & discussion (deeper reach)  a newsroom  the water cooler/break room  Jewish geography: school/camp/uni reunion  evite.com  Twitter - consumption & distribution (wider reach)  a cocktail party in a large room  a convention  a sports arena  CNN news ticker  Can be great for recapping story…
  • 12. WHAT’S TWITTER GOOD FOR?  Brand identity/organizational presence  Serious social awareness raising  Keeping audiences engaged and interactive  Laurie Kilmartin tweeting her father’s decline  #blamedrewscancer  #whyistayed #whyileft  #ALSIceBucketChallenge  Fun community-building - #HashtagWars on @midnight TV show (Comedy Central)  Why does it work? Knowledge of audience, ability to participate, "Wonkavator culture”
  • 17. ANOTHER BRAND TWEETING #FAIL…9/11
  • 20. WHAT CAN WE LEARN FROM #SCANDAL, #ALSICEBUCKETCHALLENGE & @MIDNIGHT?  What we can learn about engagement from these successful accounts and campaigns?  Why does it work?  Authenticity  Doesn’t pretend to be something it isn’t  Knowledge of audience  Low bar to participate  "Wonkavator culture” – communicates that the feedback/participation of former “viewers” or “audience” is valuable  content co-creators
  • 21. PRACTICUM: TWITTER USE  Who’s doing it right and what could they do better?  Volunteers? (If not, we’ll look at @estherk @JewishJournal @leichtagfdn)  What can we learn about these people or orgs from their Twitter feeds?  What’s missing from these feeds?  How could they improve their reach or messaging?
  • 22. 5 THINGS YOU CAN DO NOW 1. Aseh lekha rav – both rav and rabim 2. Ulpan – social media regimen/cultural immersion (coffee breaks, lunchtime, etc) Check Twitter 1x/day Read Tweetstreams of people and orgs you’re following –begin to participate in conversations 3. Think about Twitter as an outreach strategy and a conversation to build engagement 4. Create a Twitter content plan (w/flexibility to discard it) 5. Be open to input & inspiration from other places – how are TV shows, films using Twitter for engagement?