Portia is a beautiful, virtuous, wealthy woman who is being wooed by numerous suitors. She is not free to decide on her own whom she will marry because her late father stipulated in his will that she must marry the man who correctly picks the one casket (out of three) that contains her picture. One casket is gold, another is silver, and the third is made of lead. The Prince of Morocco is one in a long line of suitors who tries to win Portia's hand, and he decides that it would demean Portia to have her picture in anything other than a gold casket, and so he chooses that one. As he unlocks it, he is dismayed to find a picture, not of Portia but of Death, with a message written in its hollow eye: "All that glisters is not gold; / Often have you heard that told. / Many a man his life hath sold / But my outside to behold. / Gilded tombs do worms enfold." With a grieving heart the Prince takes hasty leave of Portia, who is happy to see him go, saying, "A gentle riddance."
Authenticity versus relationships, broadcasting versus network weaving. Fake mastheads versus people.
1) Have conversations with influencers. If they reply, it’s likely to garner a few followers with similar interests. For example, if you are into good government discussions, a great place to start isMicah Sifry and his techpolitics list: @Mlsif on Twitter.http://twitter.com/Mlsif/techpolitics. A second place is commenting with Congressional Twitter feeds. You can find those feeds herehttp://tweetcongress.org/2) In addition to following lists and having conversations, actually follow these people. Some will follow back! We recommend that you don’t simply unfollow if they don’t follow back.Per #1, try to engage them in a conversation. See if you like their Twitter feeds. You may want to keep following them regardless of a reciprocating follow baack.3) Add your account to Listorious so people can find you. Other Twitter directories like Mr. Tweet can help, too.4) Create your own lists of people you find interesting. Thiscompliments the people you enjoy following, and encourages them to follow you back. 5) When you tweet content, make sure it’s not all about you and tweetinteresting items and valuable information (See my post last week on my five preferred kindsof tweets). Also consider Beth’s What Gets Retweeted Most Often?When tweeting, we recommend a 3:1 ratio, three tweets about another person or organizationto every one about you. Some advice from Beth for NonprofitExecutive Directors/CEOs/Presidents who Tweet can be found here.6) Introduce your Twitter followers to each other so they can garnermore value. This is what Beth and Allison call Network Weaving.7) Participate in hashtag # referenced conversations or start your ownconversation using a hashtag (#) for an event. These areusually being tracked by several folks and can lead you to largerfollowings with people that have similar interests. Monitor keywords and phrases and respond appropriately. Promote your Twitter address on other properties, online (Facebook,LinkedIn, Google etc.) and offline (business cards, for example). Integrate Twitter into your outreach whenever possible.9) Use the same name across your properties. For example, I try to be geofflivingwherever I can. Some call this personal branding, I just call it commonsense. People associate a name with a handle and will naturally lookfor you by that handle in wherever they are. 10) Design your twitter profile to get more followers. Check out Darren Rowse’s six tips here. 11) Use Twitter’s native tools to find people you know in Facebook and youremail accounts that might already have Twitter accounts and followthem, then let them know that you followed them 12) Tweet often, also use tools like HootSuite or Cotweet to schedule sometweets and be present, but be available for follow up.
Eventbrite demonstrates Social Commerce in action; specifically the Facebook “Like” and the “Tweet” increase ticket purchases, especially when shared after the point of purchase. Between the social networks, Facebook shares led the pack, generating an average of $2.52 while Linkedin shares were worth $0.90, and Tweets just $.0.43. The impact of sharing via email was still strong at $2.34. Source: Social Economics blog: http://www.socialnomics.net/2011/03/23/facebook-shares-are-6x-stronger-than-tweets/
How influencers, strength of community and blog posts impact “influence.” Disclaimer about Klout.Average scores on Klout 2/3 under 30..
Twitter for TBA
All That Glisters…<br />P<br />Presented by Geoff Livingston on March 14 at SxSW<br />
Just because it’s shiny, doesn’t mean it’s good!<br />
Twitter Mission: Ideas from Beth<br />Keep current supporters engaged<br />Inspire conversation to support communications goal<br />Create buzz around an offline event before, during, and after<br />Get new ideas and feedback on programs and services<br />Program support to clients<br />Drive traffic to web site or blog (Google)<br />Recruit volunteers<br />Coordinate meetings with officials and policy leaders<br />Identify Influencers like journalists using Twitter and encourage them to use you as a source<br />Identify and build relationships with allies & supporters<br />Tweeting key points about your issue<br />
The Truth About Twitter<br />3-4% of U.S. population uses it as a two way form (same as tablets)<br />Public, search makes it attractive for communications and content<br />Nonprofits average 4,632, 2010 eNonprofit Study from M+R Strategic Services and NTEN <br />Facebook gets more play per link<br />
What Pew Told Us<br />18% of hispanic adults use Twitter, 13% of black adults use Twitter, and only 5% of white adults are on the information network. <br />Urban network<br />Celebrities matter less than we think<br />
Exercise: What Can My Arts Organization Use Twitter For?<br />12<br />
How to Jumpstart Twitter<br />Reply instead of post<br />Say something provocative<br />Ask a question<br />
Increase Follower Counts Ethically<br />Converse with influencers that care<br />Honestly follow interesting people<br />Add your account to listorious<br />Create your own Twitter lists<br />
More on Increasing Followers<br />Tweet relevant valuable non org centric information<br />Network weave<br />Promote on other properties (web, cards, etc.)<br />Hashtagged conversations<br />
Final Twitter Tips<br />Measure via Hootsuite<br />Click throughs to measure strength<br />Import contacts from other networks<br />Design profile<br />Consistency in names<br />Much, much more on the wiki…<br />
Exercise: What Can I Do Today to Better My Twitter Presence?<br />17<br />