Microblogging – What is it?• Blogging in short form.• Similar to texting.• Ability to send and receive messages.• Ability to follow and be followed.• Archive information.• Conversation and interactivity.
12 Reasons to Tweet?1. Generate Awareness2. Seek and Create Media Opportunities3. Foster Loyalty.4. Launch Viral Campaigns.5. Manage Reputations.6. Promote Products or Services.7. Network with Influentials, Stakeholder and Customers.8. Extend Event and PR Participation.9. Monitor Trends & Breaking News.10. Recruiting.11. Thought leadership.12. Drive traffic to website.
Building a Strategy Internal• Overall business objectives.• Social and Twitter objectives. • Credibility• Describe success. • Brand perception • New products• What you need to succeed. • Generate sales• How to mitigate the risks. • Negative commentary• Timings and budgets.• Measureable, results, timely • Behaviours • Length • Demographics • • Link back to business objectives • Term • Psychographics • Goals and messages per different audience
What’s next!Mapping• Competitors Plan• Keywords/Key phrases• ID commentators Communication• Key SM • Listen/Engage/Monitor• Reporting • Content Streams Evaluate • Metrics • Agile • Map and shareTeams and Collateral Channels, Assets, Tactics• Multi agency • Review tools/Tactics• Multi Department • Social Currency• Crisis Plans • Conversationalists• SM Guidelines • Asset creation• Content • Integrate• Capability
Journalist Changing Habits• 71% of Irish journalists use Twitter as a news source• Mentions of Twitter in the Irish media increased from 16 mentions per month in January 2008 to 2,058 references in March 2011.• 27% of mentions were related to entertainment• 27% of mentions were related to politics• 28% of mentions were related to sport Media now use Twitter for Source: (Kantar PRII) • Looking for leads and spokespeople. • Pushing and discussing the story. • Radio taking Twitter comments on air. • Use as basis for breaking stories. • Personal insight. • Splintering of relationships. • Direct commentary. • Need to follow, monitor and engage. • DM pitches.