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ALL A-TWITTER: MAXIMIZING THE 
CULTURE AND OPPORTUNITIES OF 
TWITTER 
Esther D. Kustanowitz (@EstherK) 
Leichtag Foundatio...
ONLINE CULTURE: FROM “TOP-DOWN” TO “UP 
AND OUT!” 
 Used to be just top-down: 
 hierarchy 
 undemocratic 
 user impact...
“YOU KNOW THE WAY YOU KNOW ABOUT A 
GOOD MELON” 
 Determining that a brand, person or organization 
has value 
 Defining...
ENCOUNTER 
•Healthy skepticism 
•First impressions – 
good or bad 
•Immersion can be 
“too soon” – you 
learn too much 
•R...
ENGAGEMENT 
• Connection 
• Interest 
• Dynamism 
• Sense of 
Humor 
• Relationship 
building 
through 
experiences
DEEPENING RELATIONSHIP 
•Deeper investment 
– time & emotion 
•Working together 
•Partnership 
•Shared experience 
 creat...
CHALLENGE 
•Period of instability 
•Moment of dissent or 
distress, maybe a #fail 
•“I am not your 
consolation prize” 
•A...
RESOLUTION 
•Trespasses forgiven 
•Equilibrium restored 
•Understanding 
•Compromises (sauce 
on the side) 
•Happy relatio...
TWITTER CULTURE EVOLVES TO 
RELATIONSHIPS MODEL 
 “What are you doing now?” 
 Hashtags enabling easy following - example...
DEFINING TWITTER 
 140 characters 
 shortened links 
 responding 
 proactive sharing of related pieces, not just self-...
FACEBOOK VS. TWITTER 
 Facebook – distribution, sharing & discussion 
(deeper reach) 
 a newsroom 
 the water cooler/br...
WHAT’S TWITTER GOOD FOR? 
 Brand identity/organizational presence 
 Serious social awareness raising 
 Keeping audience...
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 
su...
PRACTICUM: TWITTER USE 
 Who’s doing it right and what could they do better? 
 Volunteers? (If not, we’ll look at @esthe...
5 THINGS YOU CAN DO NOW 
1. Aseh lekha rav – both rav and rabim 
2. Ulpan – social media regimen/cultural immersion 
(coff...
ANY QUESTIONS?
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Leichtag Foundation Social Media Boot Camp - All-A-Twitter-09-15-2014

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Twitter culture & best practices

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

  1. 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. 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. 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. 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. 5. ENGAGEMENT • Connection • Interest • Dynamism • Sense of Humor • Relationship building through experiences
  6. 6. DEEPENING RELATIONSHIP •Deeper investment – time & emotion •Working together •Partnership •Shared experience  creating history
  7. 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. 8. RESOLUTION •Trespasses forgiven •Equilibrium restored •Understanding •Compromises (sauce on the side) •Happy relationship
  9. 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. 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. 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. 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”
  13. 13. TOOL: STORIFY http://storify.com/CLSPN_Networks/collaboratory-convenes-jewish-innovation-sector
  14. 14. TOOL: TAGBOARD
  15. 15. #WHYISTAYED #FAIL
  16. 16. …THE APOLOGY
  17. 17. ANOTHER BRAND TWEETING #FAIL…9/11
  18. 18. #SCANDAL
  19. 19. @MIDNIGHT - #HASHTAGWARS
  20. 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. 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. 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?
  23. 23. ANY QUESTIONS?

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