Twitter: How 140 Characters Are Changing Communications


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What is Twitter? How can organizations effectively use it? What do you tweet? What is a "tweet?"

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Twitter: How 140 Characters Are Changing Communications

  1. 1. Adrienne Royer May 19, 2009 How 140 Characters Are Changing Communications
  2. 2. What Is Twitter? <ul><li>Twitter is a micro-blogging, social networking platform that asks users to answer, “What Are You Doing?” in 140 characters or less. </li></ul><ul><li>Launched in late 2006 </li></ul><ul><li>Allows people to share breaking news, links, information and reach out to community/customers </li></ul>
  3. 3. Twitter’s Flexibility <ul><li>Easy to Update: </li></ul><ul><ul><li>Text Message from cell phone </li></ul></ul><ul><ul><li>iPhone or Blackberry applications </li></ul></ul><ul><ul><li>Computer </li></ul></ul><ul><ul><li>E-mail </li></ul></ul><ul><ul><li>Instant Message </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Any other web-based platform </li></ul></ul>
  4. 4. Why Is Twitter Different? <ul><li>Twitter uses several different technologies to operate including: </li></ul><ul><li>RSS : a group of web-based feeds that standardize blog posts, podcasts, web sites, etc. and syndicate them into an aggregator in order to share information and allow readers or users to know that the site has been updated </li></ul><ul><li>Texting : a short, 160-character electronic message sent via a cell phone using the Short Message Service (SMS) </li></ul>
  5. 5. Who Is On Twitter? As of early 2009, Twitter had more than 10 million users. comScore Media Metrix. April 9, 2009
  6. 6. Who’s on Twitter? Twitter is most popular with 45-54 year-old demographic.
  7. 7. How to Use Twitter All you need is an e-mail and user name.
  8. 8. Find Friends Find people through e-mail, invite friends or search by keyword.
  9. 9. How to Tweet <ul><li>Give an update in 140 characters or less. </li></ul><ul><li>Reply to someone: use an @ and their username </li></ul>
  10. 10. Say What? <ul><li>Tweet: </li></ul><ul><li>(noun) the short 140 character message that you send on twitter </li></ul><ul><li>(verb) the act of sending a message on Twitter i.e. to tweet. For example: @adrienneroyer was tweeting earlier. </li></ul><ul><li>Tweeple, Tweeps or Twitterers: Twitter friends </li></ul><ul><li>*You tweet on Twitter. You don’t twitter on Twitter. </li></ul>
  11. 11. Mobile Twitter <ul><li>Twitter is opened to 3 rd party applications. Allows you to maximize the Twitter community </li></ul><ul><li>Add to your cell phone, iPhone or BlackBerry </li></ul><ul><ul><li>Add SMS through </li></ul></ul><ul><ul><li>Tweetie for iPhone and TwitterBerry for BlackBerrries </li></ul></ul>
  12. 12. Maximize Twitter <ul><li>Splitweet </li></ul><ul><li>Manage multiple Twitter accounts </li></ul><ul><li>Track key words in the Twitterverse </li></ul><ul><li>Manager your online brand </li></ul><ul><li>Developed for Corporate Twitter accounts </li></ul>
  13. 13. Maximize Twitter <ul><li>Tweetdeck </li></ul><ul><li>Track hot topics on Twitter </li></ul><ul><li>Split friends into groups </li></ul><ul><li>Organize tweets </li></ul><ul><li>Other Twitter apps: </li></ul><ul><li>Twirl </li></ul><ul><li>TwitterFox (for Firefox browser) </li></ul><ul><li>Brian Solis’ Twitter Tools for Community and Communications Professionals </li></ul><ul><li> </li></ul>
  14. 14. Why Should You Use Twitter? <ul><li>Social media is about building relationships not selling a brand or product. </li></ul><ul><li>Twitter is one of the best social media tools for building relationships. </li></ul>
  15. 15. Traditiona/Broadcast Model
  16. 16. Social Media Model
  17. 17. Success Stories from Twitter <ul><li>Charity: Water Twestivals </li></ul><ul><li>@comcastcares & @zappos customer service </li></ul><ul><li>@CDCemergency updates about H1N1 </li></ul><ul><li>@girlsincchatt </li></ul>
  18. 18. How to Effectively Use Twitter? <ul><li>Essentially, Twitter tracks the world’s conversations. </li></ul><ul><li>For the first time, organizations are capable of having one-on-one conversations on a mass scale. </li></ul><ul><li>Best social media tool for building relationships with key stakeholders, communities, opinion leaders and media. </li></ul>
  19. 19. How To Build Relationships? <ul><li>Use Twitter to build create honest, transparent, 2-way conversations with stakeholders </li></ul><ul><li>Don’t just send out press releases on Twitter. </li></ul><ul><ul><li>Share information, breaking news, updates </li></ul></ul><ul><ul><ul><li>Ex. @FDArecalls </li></ul></ul></ul><ul><ul><li>Answer questions </li></ul></ul><ul><ul><li>Scan for concerns or questions on public’s radar and address them directly </li></ul></ul><ul><ul><li>Ask questions! </li></ul></ul><ul><ul><li>Reach out to people with similar focuses or interests </li></ul></ul>
  20. 20. How To Build Relationships? <ul><li>Real people use Twitter and expect a real person to be handling your account. </li></ul><ul><li>Eliminate corporate-speak or PR-language from tweets </li></ul>
  21. 21. Twitter Tools <ul><li>Twitter Search : </li></ul><ul><li>Allows anyone to search for tweets with specific keywords </li></ul><ul><li>Hashtags : adding the “#” allows twitter to aggregate similar tweets into one feed </li></ul><ul><li>#breakingnews, #lost, #oprah, #obama </li></ul><ul><li> tracks all hashtags </li></ul><ul><li>Trending Topics </li></ul><ul><li>Tracks the day’s top hashtags </li></ul><ul><li> </li></ul>
  22. 22. Twitter Tools <ul><li>Thousands of 3 rd -party Twitter tools exist to monitor Twitter and build your online community. </li></ul><ul><li>Twitter tool listings: </li></ul><ul><li>Brian Solis’ Twitter Tools for Community and Communications Professionals </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  23. 23. Measuring Success <ul><li>Monitor Twitter and online mentions through free web-services </li></ul><ul><ul><li>Google alerts (i.e. @adrienneroyer) </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Twitter alerts </li></ul></ul><ul><li>Establish goals of friends or followers </li></ul><ul><li>User similar metrics to PR measurement </li></ul><ul><li>Monitor blog hits, tweets and Facebook mentions </li></ul>
  24. 24. Questions <ul><li>Blog: Nonprofit Land </li></ul><ul><li> </li></ul><ul><li>E-mail: [email_address] </li></ul><ul><li>Twitter: @adrienneroyer </li></ul>