Twitter for PR (Keynote & Youtube version)

twitter
Used as a PR Tool
(Keynote version with YouTube Videos)

Saturday, February 14, 2009

twitter: service
A free micro-blogging


twitter: service
A free micro-blogging

140 character
maximum


twitter in plain English
- the Common Craft Show


Another place where
conversations occur
Organization

Stakeholders Inﬂuentials

Stakeholders Inﬂuentials


Lingo
tweet
๏

hashtag
๏

tweme
๏

tweetup
๏

tweetchannel
๏

tinyURL
๏

DM
๏

Lingo
tweet - a message of 140 characters or less
๏

hashtag
๏

tweme
๏

tweetup
๏

tweetchannel
๏

tinyURL
๏

DM
๏

Lingo
๏

- tweets that start with a # (tracking)
hashtag
๏

tweme
๏

tweetup
๏

tweetchannel
๏

tinyURL
๏

DM
๏

Lingo
๏

hashtag
๏

- same as hashtag (twitter meme)
tweme
๏

tweetup
๏

tweetchannel
๏

tinyURL
๏

DM
๏

Lingo
๏

hashtag
๏

tweme
๏

tweetup - twitter meetup
๏

tweetchannel
๏

tinyURL
๏

DM
๏

Lingo
๏

hashtag
๏

tweme
๏

๏

tweetchannel - add #channelname at start of tweets
๏

tinyURL
๏

DM
๏

Lingo
๏

hashtag
๏

tweme
๏

๏

๏

- for URLs longer than 30 characters
tinyURL
๏

DM
๏

Lingo
๏

hashtag
๏

tweme
๏

๏

๏

- for URLs longer than 30 characters
tinyURL
๏

- direct message (private)
DM
๏

twitter uses
Tracking • Monitoring • Live-reporting
Journalism • Activism • Public Relations
Political Comm. • Crisis Comm.


Monitoring
tracking


Monitoring
tracking
Monitor reputation, buzz, opinions, trends
๏

Use keyword tracking (“Track keyword”)
๏

Monitor and respond to what’s being said about
๏
your organization
Comcast Example
๏

Jet Blue Example
๏


Comcast’s YouTube Baggage
- Sleeping Comcast Technician Video


shes
age Pu
able R
“C er The
nny Ov
Gra
Edge p, so u
’t show
uy doesn h a hammer”
Cable g es - wit
ranny do
g

“Taking a
Whack A
gainst Co
Mona Sh mcast:
aw Reach
ed Her Br
Point, Th eaking
en for He
r Hamme
r”

“Taking a hammer to Comcast”

Photo Credit: Richard A. Lipski -- The Washington Post


Comcast’s lesson
learned
TechCrunch Founder Michael Arrington
tore into Comcast on twitter after 36
hours without Internet service.

Within 20 minutes of his ﬁrst tweet a
Comcast executive called to ask how he
could help.

Photo Credit: Joi Ito

Jet Blue
Monitoring Example
Manager of Corporate Communication for Jet Blue DMs
a twitter user who tweeted about having spotted a
celebrity (William Shatner) at the Jet Blue terminal


Jet Blue
Monitoring Example

tweet #1: JetBlue terminal. William Shatner waiting in pinstripe suite and
shades to board ﬂight to Burbank. Why’s he ﬂying JetBlue? Free, maybe?


Jet Blue
Monitoring Example

tweet #1: JetBlue terminal. William Shatner waiting in pinstripe suite and
shades to board flight to Burbank. Why’s he flying JetBlue? Free, maybe?

tweet #2: Using JetBlue wifi to access twitter, 10 seconds later, I get a
follow request from JetBlue on twitter. Half freaked out, half awed.


“ We learned last February the value of a certain amount of
transparency when we posted a video of our founding
CEO on YouTube to address customers affected by the ice
storm that swept through the Northeast.

Our Twitter account is much the same thing; making
ourselves available in an environment where are
customers already live -again not focused on marketing -
but real interaction: less billboard - more information
booth.

We track Twitter mentions of our brand through various
services from the internal “track” function on Twitter to
external tools like tweetscan.com or quotably.com that

“
are freely available to all users. Many allow near immediate
notiﬁcation of mentions.
- Morgan Johnston, Corporate Communications, JetBlue Airways

live-
reporting
Similar to live-blogging
๏

Uses hashtags (i.e. “#sxsw”)
๏

Backchannel tool
๏

08 SXSW Zuckerberg Interview
๏


live-
reporting
Similar to live-blogging
๏

Uses hashtags (i.e. “#sxsw”)
๏

Backchannel tool
๏

08 SXSW Zuckerberg Interview
๏
ynote
erg Ke
uckerb aos as
“Z
Into Ch
scends
De Over”
Takes
ience
ud - Wired
A

- Cartoon Credit: Bitstrips.com


twitter used in
journalism


twitter used in
journalism
Media using twitter: CNN, Reuters, BBC, ITN, etc.
๏

Rick Sanchez Example (http://twitter.com/ricksanchezcnn)
๏

Started during Hurricane Gustav
๏

Almost 27,000 followers; following 18,000
๏

Allows for on-air interaction with audience
๏

Get story ideas, leads
๏


Rick Sanchez using twitter on air
- CNN anchor


twittering for
activism
James Buck Example
๏

twittering yoursef out of jail
๏


twittering for
activism
James Buck Example
๏

twittering yoursef out of jail
๏

Arrested


twittering for
public relations


twittering for
public relations
monitoring conversations
๏

participating in conversations
๏

starting conversations
๏

providing product or service info
๏

Whole Foods example (http://twitter.com/wholefoods)
๏

promoting stories, news through twitterfeed
๏

feeds a blog to twitter
๏

twittering for
president


twittering for
president
Obama on twitter (most followed person)
๏

Hillary on twitter
๏

British Prime Minister on twitter
๏

Twitter in political communication:
๏

Interacting with constituents
๏

Increased transparency in the political process?
๏


twittering in times
of crisis


twittering in times
of crisis
twittering during a campus lockdown
๏

twittering about disasters
๏

Red Cross: providing statistics & directions
๏

twittering about wildﬁres
๏

LAFD: October 2007 California wildﬁres
๏


Credits
Dr. Corinne Weisgerber
St. Edward’s University

Blog: http://socialmediaprclass.blogspot.com
Email: corinnew@stedwards.edu


Twitter for PR (Keynote & Youtube version)

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