twitter Used as a PR
Tool

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

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 ๏ tweet - a
message of 140 characters or less ๏ hashtag - tweets that start with a # (tracking) ๏ tweme ๏ tweetup ๏ tweetchannel ๏ tinyURL ๏ DM

Lingo ๏ tweet - a
message of 140 characters or less ๏ hashtag - tweets that start with a # (tracking) ๏ tweme - same as hashtag (twitter meme) ๏ tweetup ๏ tweetchannel ๏ tinyURL ๏ DM

Lingo ๏ tweet - a
message of 140 characters or less ๏ hashtag - tweets that start with a # (tracking) ๏ tweme - same as hashtag (twitter meme) ๏ tweetup - twitter meetup ๏ tweetchannel ๏ tinyURL ๏ DM

Lingo ๏ tweet - a
message of 140 characters or less ๏ hashtag - tweets that start with a # (tracking) ๏ tweme - same as hashtag (twitter meme) ๏ tweetup - twitter meetup ๏ tweetchannel - add #channelname at start of tweets ๏ tinyURL ๏ DM

Lingo ๏ tweet - a
message of 140 characters or less ๏ hashtag - tweets that start with a # (tracking) ๏ tweme - same as hashtag (twitter meme) ๏ tweetup - twitter meetup ๏ tweetchannel - add #channelname at start of tweets ๏ tinyURL - for URLs longer than 30 characters ๏ DM

Lingo ๏ tweet - a
message of 140 characters or less ๏ hashtag - tweets that start with a # (tracking) ๏ tweme - same as hashtag (twitter meme) ๏ tweetup - twitter meetup ๏ tweetchannel - add #channelname at start of tweets ๏ tinyURL - for URLs longer than 30 characters ๏ DM - direct message (private)

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

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

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 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 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 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 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 berg K eynote “ Zucker aos as cends Into Ch Des Over” u dience Takes - 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

your turn create an account
• follow class mates • post 5 times in next 48 hours • post about anything - Thanks to Kay Sweetser for the 48 hrs twitter experiment

Credits Dr. Corinne Weisgerber St.
Edward’s University Blog: http://socialmediaprclass.blogspot.com Email: corinnew@stedwards.edu