This is a presentation for a Public Relations (PR) class I attended in the Summer of 2009. It is about Twitter and provides basic information about the service itself and how to utalize it for PR.
19. Lingo
• tweet - a message of 140 characters or less
• retweet
• hashtag
• reply
• DM
• tweetchannel
• tinyURL
20. Lingo
• tweet - a message of 140 characters or less
• retweet - repeat a tweet from somebody else
• hashtag
• reply
• DM
• tweetchannel
• tinyURL
21. Lingo
• tweet - a message of 140 characters or less
• retweet - repeat a tweet from somebody else
• hashtag - tweet that includes a #term (tracking)
• reply
• DM
• tweetchannel
• tinyURL
22. Lingo
• tweet - a message of 140 characters or less
• retweet - repeat a tweet from somebody else
• hashtag - tweet that includes a #term (tracking)
• reply - answer to a tweet of somebody else
• DM
• tweetchannel
• tinyURL
23. Lingo
• tweet - a message of 140 characters or less
• retweet - repeat a tweet from somebody else
• hashtag - tweet that includes a #term (tracking)
• reply - answer to a tweet of somebody else
• DM - a private direct message
• tweetchannel
• tinyURL
24. Lingo
• tweet - a message of 140 characters or less
• retweet - repeat a tweet from somebody else
• hashtag - tweet that includes a #term (tracking)
• reply - answer to a tweet of somebody else
• DM - a private direct message
• tweetchannel - add #channel at start of tweets
• tinyURL
25. Lingo
• tweet - a message of 140 characters or less
• retweet - repeat a tweet from somebody else
• hashtag - tweet that includes a #term (tracking)
• reply - answer to a tweet of somebody else
• DM - a private direct message
• tweetchannel - add #channel at start of tweets
• tinyURL - for long URLs to safe characters
54. Tracking / Monitoring
• Monitoring of reputation, buzz, opinions, trends
➡ Usage of keyword tracking (search)
• Monitoring and responding to what is said about
your organization
➡ Twitter Search
➡ Comcast Example
➡ Southwest Airlines Example
63. Journalism
• Media is using Twitter: CNN, Reuters, BBC, etc.
➡ Rick Sanchez (http://twitter.com/ricksanchezcnn)
➡ Started during Hurricane Gustav
➡ Almost 100,000 followers
➡ Allows on-air interaction with audience
➡ Get story ideas, leads
66. Political communication
• Obama on Twitter (http://twitter.com/BarackObama)
➡ Obama Example
• Twitter in political communication
➡ Interacting with constituents
➡ Increased transparency in political process?
➡ The White House Example
69. Crisis communication
• Start off with an apology
• Outline what you are doing to address the crisis
• Share information as you get it
• Respond quickly to questions
• Examples:
➡ FDA uses Twitter for salmonella recall info
➡ The Red Cross posted info about evacuation, shelter,
and food distribution during Hurricane Ike using #ike
70. Agenda
• Social Web Basics
• Twitter at a Glance
• Scopes of Twitter
• Success with Twitter
• Discussion
71. Agenda
• Social Web Basics
• Twitter at a Glance
• Scopes of Twitter
• Success with Twitter
• Discussion
73. Build a network
• Get a Twitter account ;-)
• Personal or company brand?
• Personalize your profile (logo, colours,
description, link to website, etc.)
• Follow people and top-users!
• See who thought-leaders are following
74. Engage with the
community
• It‘s a discussion, not a broadcast!
• Follow your brand in discussions (tracking)
• Communicate with your audience
• Publish helpful content
• Using Twitter for events
75. Track & Analyze
• Usage of the follower count
• Usage of @replies to your tweets
• Number of retweets (the more the better!)
• Use online tools for analysis
➡ We Follow
➡ Twitter Grader
➡ TweetStats
79. Keep in Mind
• June 2009 State of the Twittersphere Report:
➡ 80% failed to provide a homepage URL
➡ 55% are not following anyone
➡ 55% have never tweeted
➡ 53% have no followers
Source: HubSpot's Inbound Internet Marketing Blog
80. Keep in Mind
• Give up control
➡ Empower brand
embassadors
➡ Embrace co-
creation
➡ Let your brand
evolve
81. Thank you very much for your attention!
Bernhard Hofer
bhofer@me.com
http://twitter.com/bhofer
http://blog.bhofer.eu
82. Do you have any questions?
Bernhard Hofer
bhofer@me.com
http://twitter.com/bhofer
http://blog.bhofer.eu
83. Bibliography
• Papers / Books
• Eyrich, N., Padman M.L., & Sweetser K. D. (2008). PR practitioners’ use of social media tools and communication
technology. Public Relations Review,Volume 34 (Issue 4), November 2008, Pages 412-414.
• O'Brien, K. (2008, March 24). Twitter is changing the pace, structure of communications. PR Week, Page 9.
• Solis, B., & Breakenridge D. (2009). Putting the Public Back in Public Relations. New Jersey: FT Press.
• Wright D.K., & Hinson, M.D. (Eds.). (2009). An Analysis of the Increasing Impact of Social and Other New Media on Public
Relations Practice: 12th Annual International Public Relations Research Conference. Mahwah, Miami, Florida.
• Multimedia / Internet
• Fahrnberger, H. (2009, February 20). Twitter im Kundenservice: Ab jetzt wird zurückgetwittert. Message posted to http://
www.helge.at
• Fahrnberger, H. (2009, June 21). Das Social Web verstehen und nutzen. Presentation retrieved from http://
www.slideshare.net/muesli
• Volpe, M. (Producer), Mirman E., & Burnes R. (2009, June 21). Twitter for Marketing and PR. Webinar retrieved from http://
www.hubspot.com/twitter-for-marketing
• Weisgerber, C. (2008, October 27). Twitter for PR (Public Relations). Presentation retrieved from http://
www.slideshare.net/corinnew
• Zarrella, D. (2009, June 10). Announcing the June 2009 State of the Twittersphere Report. Message posted to http://
blog.hubspot.com