The document discusses how salesforce.com uses Twitter to enhance their documentation by engaging with customers to get feedback on what they like and don't like or what can be improved about the documentation, which has resulted in improvements to their documentation based on customer input received via Twitter. It provides tips for technical writers on how to get started using Twitter for their documentation.

1. How salesforce.com Uses Twitter
to Enhance Documentation
Michelle Chapman-Thurber Gina Blednyh
Senior Technical Writer Senior Technical Writer
/salesforce
@salesforcedocs
in/salesforce.com

2. About Michelle and Gina:
• Michelle joined salesforce.com in June of
2009 and never looked back. Best job
ever! She’s been using Twitter nearly four
years. (@mct_sfdc)
• Gina joined salesforce over two years ago
and has been using Twitter for
approximately three years. She agrees
with Michelle—best job ever!
(@ginaOnTwtr)

3. How many people use Twitter?

4. This isn’t a “how to” tutorial. 

5. This presentation is about:
OK Better!

6. Twitter is a microblogging tool.

7. Use it to communicate short snippets of info.

8. Use it to communicate short snippets of info.

9. You can use “@mentions” to direct tweets.
•

10. You can also use hashtags to categorize
tweets.

11. Here’s an example using “#stc_org.”

12. We monitor tweets using a tool called Radian6.

13. The company has several Twitter accounts
affiliated with it.

14. So, Why Do We Use
Twitter?

15. We want to promote our documentation!

16. We want to hear from customers about our
docs! They sometimes give us praise!

17. We learn about what they like.

18. Sometimes customers tell us if something is
incorrect.

19. Sometimes customers tell us what we can
improve, too.

20. Tone and Content

21. We are not confrontational. Ever. EVER.

22. R U ready to scream when you C this
shorthand used in business?

23. We are professional, friendly, and acknowledge
questions and concerns.

24. Our focus is
the
customer!!!!

25. Things We’ve Learned

26. Twitter takes time.

27. Customers love being heard!
So Cute—
and look at
those ears!

28. Quality is an ongoing effort.
Tuning Fork
(Like the one
in Berkeley!)

29. Customers want to tell us what they need!

30. Using Twitter
Results in Doc
Improvements!

31. Why Should You Use
Twitter?

32. Improve Your Docs—unless it’s unnecessary.
Really?

33. Let others know about the value that technical
communicators bring to a business.

34. “What is one of the most obvious use
cases for help/product
documentation? Engaging with your
customers when they are looking
trying to find information….”
-Barb Mosher Zinck, “Social Knowledge Base:
The Key to Customer Engagement” CMS Wire

35. “Again, why should I use Twitter?”
http://dilbert.com/strips/

36. “Twitter represents an opportunity
for technical communicators to
bring their skills to the fore and
raise both their profile and value by
becoming a corporate Twitterer.”
-Alan J. Porter, “Tweet Me This…”
intercom

37. How to Start?

38. •Find out if your company has social
media policy.
•If there’s no social media policy, see
about getting one created. HR and Legal
can probably help you.
•Talk to marketing and learn what they
are doing on social media.
•Coordinate efforts with other groups.
•Train people.

39. Resources
•Mashable’s Twitter Guide Book
•Fortune 500 companies finally warm towards social media
•Tweet Me This… (intercom article by Alan J. Porter)
•Social Knowledge Base: The Key to Customer
Engagment? (CMS Wire article by Barb Mosher Zinck)
•Measuring—and Capturing—the Value of Social Media
(WSJ, October 25, 2012)