Twitter For Us 2010


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Twitter for Social Change
Getting Started & Learning to Listen
Thinking about how to use for advocacy & social change-making

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Twitter For Us 2010

  1. 1. Making Twitter Work for Us Using Twitter to Make Social Change * Lifetime guarantee included
  2. 2. Take me to the Social Web: Beth Kanter, Beth’s Blog What is your burning question about Twitter? Write it in 140 characters or less. Twitter for Us - Another option: Open & just start typing
  3. 3. Today / Next Time <ul><li>Today </li></ul><ul><li>Twitter in a nutshell </li></ul><ul><li>What it is </li></ul><ul><li>How to listen </li></ul><ul><li>Take the plunge </li></ul><ul><li>See what happens </li></ul><ul><li>Next Time </li></ul><ul><li>Listening Tools </li></ul><ul><li>Tag-teaming the Twitterverse </li></ul><ul><li>Let’s get going </li></ul>Twitter for Us -
  4. 4. Communications Refresher <ul><li>Communications Goal should rule all </li></ul><ul><li>What is your strategy – does this tool (Twitter) fit with what you are working to achieve </li></ul><ul><li>Think “Audience” and “Action” </li></ul><ul><li>Are you the right messenger? Who is? </li></ul><ul><li>Are you listening? Starting a discussion? Participating actively? </li></ul><ul><li>What is your near-term goal? Long-term? </li></ul>Twitter for Us -
  5. 5. What is twitter <ul><li>10 Billion messages sent – 140 characters or less </li></ul><ul><li>Millions of individual broadcasting networks – built by the users themselves </li></ul><ul><li>A new way to speak directly to the people you care about – and that want to hear from you </li></ul><ul><li>A giant and total time – suck away from what is really important? You be the judge </li></ul>Twitter for Us -
  6. 6. What is twitter Twitter for Us -
  7. 7. What is twitter Twitter for Us -
  8. 8. Twitter Basics <ul><li>Messages – 140 characters – a “ Tweet ” </li></ul><ul><li>Messages available to anyone – but sent directly to your “ followers ” accounts </li></ul><ul><li>Messages from the people you “ Follow ” sent to your account – all messages accessible through searching </li></ul><ul><li>Individual users have account names – identified by “@NAME” </li></ul>Twitter for Us -
  9. 9. Twitter? <ul><li>10 Billion messages sent </li></ul><ul><li>140 characters or less </li></ul><ul><li>Millions of individual broadcasting networks with custom-built audiences </li></ul>Twitter for Us -
  10. 10. What is a Tweet? BANAL Twitter for Us -
  11. 11. What is a Tweet? Head’s Up! Twitter for Us -
  12. 12. What is a Tweet? Look at Me! I’m a part of this! Twitter for Us -
  13. 13. Twitter for Us -
  14. 14. Begin at the Beginning – <ul><li>Sign up for a free account and fill out your profile by adding an image and one-line bio. Include a link to your site. </li></ul><ul><li>You can read on the web or send messages to your phone or IM client. Decide what works best for your working style. </li></ul><ul><li>You can &quot;protect your updates&quot; or &quot;open.&quot; Pros/cons to each. </li></ul><ul><li>Decide whether you want an organizational account or indiv. account. </li></ul><ul><li>Share the workload - should not just be one person. Listening on Twitter can take 5 or 10 minutes of your day. </li></ul> Twitter for Us -
  15. 15. Step One - Listen <ul><li>Counter-intuitive – listen first </li></ul><ul><li>Follow 5 new people – see who they “listen” to, then five more, then five more – watch the conversation happen </li></ul><ul><li>Try a search – </li></ul><ul><li>Try “California Budget” “Immigrant” “p2” </li></ul><ul><li>Read the conversation – who is saying what? Follow some interesting folks. </li></ul>Adapted from Twitter for Us -
  16. 16. Looking is Listening… <ul><li>10 Billion messages sent – 140 characters or less </li></ul><ul><li>Millions of individual broadcasting networks – built by the users themselves </li></ul>Twitter for Us -
  17. 17. Listening Options Twitter for Us -
  18. 18. Listening Options – Watching the River Flow Twitter for Us -
  19. 19. Twitter for Us - Listening Options – Watching what one person says…and finds important
  20. 20. Listening by Referral <ul><li>How do you find people? </li></ul><ul><li>Who do YOU trust ? </li></ul><ul><li>Who do they listen to? </li></ul><ul><li>Where do those names take you? </li></ul>Twitter for Us -
  21. 21. Listen to Lists of Others <ul><li>Search for “Lists” on topic areas that matter to you </li></ul><ul><li>Search for lists created by people you want to hear more from </li></ul>Twitter for Us -
  22. 22. Step One – Listen… Search a “hashtag” Twitter for Us -
  23. 23. What have you learned by listening? <ul><li>What conversations are out there? </li></ul><ul><li>Who is having them? </li></ul><ul><li>Is there a voice missing from the discussion? </li></ul><ul><li>Is there information missing? </li></ul><ul><li>What value can you add? </li></ul>Twitter for Us -
  24. 24. Twitter for Us - Now What? For some – the scariest screen on earth…
  25. 25. What Makes a Story? <ul><li>Controversy. The worse it is, the better for the media. </li></ul><ul><li>Conflict. Between groups of people, industries, issues or ideas. </li></ul><ul><li>Problem/Solution Dynamic. If you want to talk about a problem, YOU’D BETTER tell them a solution. </li></ul><ul><li>Timeliness & competitive advantage (Is it an exclusive to that paper or TV station?). </li></ul><ul><li>Access to & reliability of sources – often just knowing there is someone who can educate a reporter on an issue is reason enough for them to feel comfortable enough to do a story. </li></ul><ul><li>People/Personalities. Large mistakes by little people or Small mistakes by big people. </li></ul>Author’s Note: These next three slides come from Media 101 presentation by FCP – but are instructive for us Twitter for Us -
  26. 26. What Makes a Story? <ul><li>Dramatic Human Interest. Include the stories of real people, their triumphs, tragedies, and anecdotes. </li></ul><ul><li>Trends. Stories that suggest new opinions, behavior patterns and attitudes. Three is a trend; find at least three examples to assert that a new trend is emerging. </li></ul><ul><li>New Announcement. “Unprecedented” or “groundbreaking” or “first-ever”. Reporters are only interested in new news, not old news. Make it fresh. </li></ul><ul><li>Localize national story (and vice versa). Take a nationally breaking story and emphasize its local impact </li></ul>Twitter for Us -
  27. 27. What Makes a Story? <ul><li>Anniversaries/ Milestones. One year later, 5 or 10. </li></ul><ul><li>Fresh angle on old story. Take old story add fresh twist. </li></ul><ul><li>Stories. Individuals, community leaders, or galvanizing spokespersons who may become news themselves. </li></ul><ul><li>Special event. A huge conference, rally, or gathering. Frame event to capture the issue and importance. </li></ul><ul><li>Rapid Response. React & OWN news others have made. </li></ul><ul><li>Celebrity. If you have a celebrity on your side, someone known in your community, make sure they are included in the story. </li></ul><ul><li>Strange Bedfellows. Have unlikely allies come together in solidarity over your issue? Highlight it in your story. </li></ul>Twitter for Us -
  28. 28. So – what do you have to say? <ul><li>Personal thoughts and reflections that meet your goal? </li></ul><ul><li>Are you first? The only? The most trusted to share it? </li></ul><ul><li>Replies (@twittername) - this comes from listening to your followers (you have to follow back to see their tweets). The more personal the reply, the higher the impact. </li></ul><ul><li>Direct replies (d twittername) - this isn’t in the public timeline, but it helps build deeper bonds to talk directly to someone like this. This is helpful to answer people when it is a private matter or when you want to show concern (i.e. someone reports an accident, etc.) </li></ul><ul><li>New blog posts – yours & promote other people’s blog posts that are of interest </li></ul><ul><li>Announcements - if it is interesting, tweet it </li></ul><ul><li>Shout outs - @twittername rocks! Thanks for the great link: These make people feel great, too. </li></ul>Twitter for Us - Adapted from
  29. 29. Step Two – Take the Plunge <ul><li>John Myers, KQED – </li></ul><ul><li>“… I think the broader the focus of the tweets, the harder it gets. I sometimes find myself straying a bit beyond what I think is most valuable. I think folks who tweet anything and everything tend to water down their value. “ </li></ul>Twitter for Us - /
  30. 30. Step Two – Take the Plunge <ul><li>@ShaneGoldmacher, LATimes </li></ul><ul><li>“ I would say that Twitter can be most effective to cover live, as they are happening events. </li></ul><ul><li>Also, can be most useful to point out stories or things people would otherwise miss.” </li></ul><ul><li>He added, “Generally, the most effective way to gain followers/a following is to find unique, timely and accurate information and disseminate it.” </li></ul>Twitter for Us -
  31. 31. So… Write it in 140 characters or less. Twitter for Us -
  32. 32. Your Homework Twitter for Us - <ul><li>Sign up for Twitter </li></ul><ul><li>Follow 5 new people/day for 7 days (@dcstpaul, @Kanter, @healthaccess) </li></ul><ul><li>Watch twitter for 5 minutes each day (weekends too!) </li></ul><ul><li>Share 5 things you learned (from banal to critical) </li></ul><ul><li>Name one new person out there – you didn’t already know – that may be a resource to you </li></ul><ul><li>Share one tweet you sent / wish you’d sent (Original or ReTweet) </li></ul><ul><li>Google “TweetDeck” & “Twitter Metrics” for next time </li></ul>
  33. 33. Dan Cohen, Principal Full Court Press Communications [email_address] 510-465-8294