Twitter: Social Media’s Gateway Drug
Lee Aase Chancellor, Social Media University, Global (SMUG) March 6, 2014

Today’s Presentation is brought to
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Basic Social Media “Food Groups”

Agenda • • • •
• • • The Origins of Twitter The Bad and The Ugly The Good Creating Your Account Practical ways to use Twitter Twitter Lingo Twitter Chats

Twitter’s Origins

The Bad
and
the Ugly

Fun with the SEC

Crowdsourcing #Fail

Perils of Multiple Accounts

Tasteless Hashtag Spamming

Job-Killing Tweets

Mischief Making

Genuine Hacking

Genuine Cluelessness

@ instead of D

Rep. Weiner and the Speed
of Twitter • • • • “Problematic” tweet - May 27, 2011 June 1 - claimed account had been hacked June 6 - Press conference apologizing June 16 - Announced resignation

What’s the Real Risk of
the Bad and the Ugly? • • • • • 400 million tweets are sent every day Twitter has 500 million users In this section we have discussed 19 bad examples Assuming there are 1000x as many actual bad cases 99.996% have a good experience

Categories of the Bad and
Ugly • Mistakenly tweeting from wrong account • Lack of awareness of news developments • Public tweet when D was intended • Real hacking (e.g. Burger King) • • Backfiring campaigns • • Stupid statements • Hashtag spamming Joking about serious matters or tragedy Adding deception to one of the above

Major Life Lessons in Twitter
Pause before Posting

Major Life Lessons in Twitter
Social Media raise the cost of bad behavior

The Good

Marketing Genius

Case Study: Listening and Connecting

Connecting with Fans

Deals from Dell

IRL Meetings Me: Are you
based in Baltimore? Me: I’m going to be there Tuesday for this conference. (asae.center.or/ hcc) on a panel RU available late pm? Me: I’m flying out Tues at 6:45 p.m. Any avail in the later afternoon? I think my panel is done about 2:30

Journalist Interactions Me: Not sure
when I’m next in TC...will check when I get back home later tonight Me: As per my call, I have a good social media day that would connect with another interesting story. Call 507-xxx-xxxx or my cell 507-xxx-xxxx

Making Ads Engaging

Becoming a “Go-To” Resource

Categories of the Good •
• Listening • Qualitative research on a quantitative scale Adding engagement to other communications • • Establishing thought leadership Creating marketing channels Building relationships • Connecting with others who have shared interests • • Serendipity

SMUG Thesis #31: Unforeseen implications
of social media are more likely positive than negative

Creating and Configuring Your Twitter
Account

Edit Your Profile

Change Header

Update Website and Bio

Bio and Disclaimer

Text Messaging or Apps

Manage Notifications

Don’t Protect Tweets

Searching for Tweeps

Popular Accounts

Interacting in Twitter

John’s First Tweet

My Retweet

My Reply

Leading Text in Replies

Direct Messages (Or Not)

Safer Direct Messaging

Mobile Notifications

Twitter Distinctives
and Additional Lingo

Twitter vs. Facebook • Facebook
is primarily for strengthening existing connections (or reconnecting) with your friends. • Twitter enables you to connect with people who have common interests. For the friends you don’t know yet • Protecting tweets is possible but counterproductive in most cases

Twitter vs. Blogs • •
• Twitter is a micro-blogging platform. Limited length reduces writer’s/artist’s block Blogs provide opportunity for more thoughtful reflection and development • • Tweeting = great way to take notes on a live event AND spread word about it • Blog = platform for review/synthesis Twitter = great for spreading word about posts

5 Reasons Twitter is better
than email • • • • “Brevity is the soul of wit” - and of Twitter • Blocking or unfollowing punishes abuses No expectation to read and respond to everything Conversations open and discoverable Direct messages can reach recipients with priority and privacy

What can you say in
140 characters? • Have u seen how ppl txt? U can pack lots in via abbrev • URL shorteners let you link to Web sites with more information • URL shortening now built into Twitter site

URL Shortening Example • This:
http://socialmedia.mayoclinic.org/ 2011/06/27/tweetcamp-vi-on-wednesday/ becomes • This: http://bit.ly/moyByI - or a slightly longer but customized version • http://mayocl.in/TweetcampVI

#Hashtags • Prospecting tool: panning
for relevant nuggets in the 400 million-tweet stream • Enable easy gathering around an event (reallife or virtual) or a topic of interest • Create a hashtag simply by using it in a tweet: no permission required

Finding “Tweeps” • • •
Search for terms that interest you on Twitter • • See who is saying interesting things Follow them See Twitter’s recommendations Start tweeting so others can find you

Building “Tweet Cred” • Consider
following those who follow you. Following does not mean endorsement • • Don’t “Protect” updates • Re-Tweet (RT) to credit sources, help followers find interesting tweeters. • • Publicly thank those who help you. Admit mistakes. When people mention you, reply (@) to them. If they D, respond in kind. Don’t conceal work affiliation

Other Sites/Tools to Explore •
• • Tweetchat.com Tweetdeck Apps for smart phone or tablet

Your First Twitter Chat •
Be sure to include #SMUG in all tweets • • • Compose a tweet introducing yourself Tweet your questions Tweet something you learned about Twitter today • Follow others you know as you see their tweets in the stream • Create a list

Resources for Further Learning

Next session is April 29
Social Networking: From Facebook to LinkedIn and Beyond