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

2. Today’s Presentation is brought to you
by the number
1.9 x
10
10

3. Basic Social Media “Food Groups”

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

5. Twitter’s Origins

6. The Bad
and
the Ugly

7. Fun with the SEC

8. Crowdsourcing #Fail

9. Perils of Multiple Accounts

13. Tasteless Hashtag Spamming

19. Job-Killing Tweets

23. Mischief Making

25. Genuine Hacking

27. Genuine Cluelessness

29. @ instead of D

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

35. What’s the Real Risk of the Bad and the Ugly?
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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

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

37. Major Life Lessons in Twitter
Pause before
Posting

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

39. The Good

40. Marketing Genius

42. Case Study: Listening and Connecting

45. Connecting with Fans

47. Deals from Dell

48. 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

49. 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

50. Making Ads Engaging

51. Becoming a “Go-To” Resource

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

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

54. Creating and Configuring
Your Twitter Account

69. Edit Your Profile

71. Change Header

72. Update Website and Bio

73. Bio and Disclaimer

74. Text Messaging or Apps

75. Manage Notifications

76. Don’t Protect Tweets

77. Searching for Tweeps

82. Popular Accounts

85. Interacting in Twitter

86. John’s First Tweet

87. My Retweet

88. My Reply

89. Leading Text in Replies

90. Direct Messages (Or Not)

91. Safer Direct Messaging

92. Mobile Notifications

93. Twitter Distinctives
and Additional Lingo

94. 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

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

96. 5 Reasons Twitter is better than email
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“Brevity is the soul of wit” - and of Twitter
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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

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

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

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

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

101. Building “Tweet Cred”
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Consider following those who follow you. Following does
not mean endorsement
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Don’t “Protect” updates
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Re-Tweet (RT) to credit sources, help followers find
interesting tweeters.
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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

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

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

104. Resources for Further Learning

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