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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

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Twitter for PR (Public Relations)

  • 2. twitter: service A free micro-blogging
  • 3. twitter: service A free micro-blogging 140 character maximum
  • 4. twitter in plain English - the Common Craft Show
  • 5. Another place where conversations occur Organization Stakeholders Influentials Stakeholders Influentials
  • 6. Another place where conversations occur Organization Stakeholders Influentials Stakeholders Influentials
  • 7. Lingo ๏ tweet ๏ hashtag ๏ tweme ๏ tweetup ๏ tweetchannel ๏ tinyURL ๏ DM
  • 8. Lingo ๏ tweet - a message of 140 characters or less ๏ hashtag ๏ tweme ๏ tweetup ๏ tweetchannel ๏ tinyURL ๏ DM
  • 9. Lingo ๏ tweet - a message of 140 characters or less ๏ hashtag - tweets that start with a # (tracking) ๏ tweme ๏ tweetup ๏ tweetchannel ๏ tinyURL ๏ DM
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 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)
  • 15. twitter uses Tracking • Monitoring • Live-reporting Journalism • Activism • Public Relations Political Comm. • Crisis Comm.
  • 17. 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
  • 18. Comcast’s YouTube Baggage - Sleeping Comcast Technician Video
  • 19. 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
  • 20. 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
  • 21. 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
  • 22. 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?
  • 23. 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.
  • 24. 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
  • 25. live- reporting ๏ Similar to live-blogging ๏ Uses hashtags (i.e. “#sxsw”) ๏ Backchannel tool ๏ 08 SXSW Zuckerberg Interview
  • 26. 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
  • 27. - Cartoon Credit: Bitstrips.com
  • 29. 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
  • 30. Rick Sanchez using twitter on air - CNN anchor
  • 31. twittering for activism ๏ James Buck Example ๏ twittering yoursef out of jail
  • 32. twittering for activism ๏ James Buck Example ๏ twittering yoursef out of jail Arrested
  • 34. 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
  • 36. 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?
  • 37.
  • 39. 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
  • 40. 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
  • 41. Credits Dr. Corinne Weisgerber St. Edward’s University Blog: http://socialmediaprclass.blogspot.com Email: corinnew@stedwards.edu