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Public Affairs in 140 Characters or Less:
                  Develop Your Twitter Strategy


                           Mol...
Items of Discussion
•   What is Twitter
•   Creating Your Account
•   Finding People on Twitter
•   How to Message on Twit...
What is Twitter?
             twitter.com
• Web-based SMS message system
  – Think text messaging
  – 140 characters

• Pu...
Signing Up for Twitter




                         4
Setting Up Your Twitter Account
• Pick a user name
  – Short & concise

• Fill out your biography
  – Include your / your ...
Setting Up Your Twitter Account




                                  6
Finding People on Twitter
• Use the Twitter “Find People” tab
  • Search by name of person/organization

  • Search via yo...
Finding People on Twitter: Email




                               8
Twitter – Personal Page




                          9
Finding People on Twitter
• Poach other people’s followers
  – Best way
  – Read their tweets before you follow

• Search ...
Twitter – Followers
twitter.com/cardiology




                         11
Twitter Applications
• Sending Your Tweets:
  – Computer
    • Tweetdeck: http://tweetdeck.com/beta/
    • Seesmic: http:/...
Twitter Applications
•   Feeding your RSS feeds to Your Twitter
    Account:
    – Ping.fm – http://ping.fm
    – Tweetlat...
Twitter Search
http://search.twitter.com




                            14
Twitter Terminology: @ Replies

• An @reply is a public message from one
  person to another, using the person’s
  Twitter...
Twitter Terminology: @Replies




                                16
Twitter Terminology:
           RT (Retweets)
• RT is short for ‘re-tweet’. It’s a way a
  follower reposting your tweet.
...
Twitter Terminology: RTs




                           18
Twitter Terminology: Hashtag

• Use a hashtag (#) before a word in a post
  allows you to tag that post for that word

• T...
Example -- #Healthreform
       http://search.twitter.com




                                   20
Example -- #Healthreform
      http://www.hashtweeps.com




                                  21
Reading Up on Twitter
• Social Media Websites

    •   http://mashable.com/
    •   http://www.smartbrief.com/
    •   htt...
Reading Up on Twitter
• ePolitics Websites

     •   http://techpresident.com/
     •   http://personaldemocracy.com/
    ...
Reading Up on Twitter
• Companies & Organizations

    •   Southwest Airlines @southwestair
    •   Mayo Clinic @mayoclini...
Best Practices & Advice
• Test out Twitter with your own account
  before doing one for work
  – Make it private if you ha...
Best Practices & Advice
• Know that you WILL make mistakes
• You will NOT have full control
• Use your own voice
  – Don’t...
Best Practices & Advice
• And know when you send a tweet, it’s out
  there forever…and it’s searchable!
  – http://search....
Best Practices & Advice
• Following & Followers
  – Be judious, but don’t be a snob either
  – Don’t get freaked out by wh...
Best Practices & Advice
• Monitor, Monitor, Monitor!
  – Don’t throw stuff out and then don’t react;
    monitor your acco...
American College of
Cardiology’s Advocacy
 Department & Twitter
How We Started
• Created account in Oct. 2007
• Was excited about the grassroots
  potential, but didn’t know the technolo...
How We Started
• Attended the Public Affairs Council
  Meeting in 2009 & learned more about
  social media
  – Now had the...
How We Started
• Annual Meeting 2009
  – Sat down with Communications folks
  – Started Twittering in late February 2009
 ...
How We Use Twitter
• Send news articles
  – Show that we’re on top of the health system
    reform debate
    • Members
  ...
How We Use Twitter
• Highlight member and advocacy
  achievements
• Interact with members of Congress
  – http://tweetcong...
Any questions?
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Public Affairs Council Twitter Presentation

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This is a presentation I gave in June 2009 to the Public Affairs Council on how to use Twitter and how we utilize it at the American College of Cardiology.

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Public Affairs Council Twitter Presentation

  1. 1. Public Affairs in 140 Characters or Less: Develop Your Twitter Strategy Molly Nichelson American College of Cardiology 2400 N Street, NW Washington, D.C. 20037 Email: mnichels@acc.org Phone: (202) 375-6470 Twitter: @Cardiology DM# 361101 1
  2. 2. Items of Discussion • What is Twitter • Creating Your Account • Finding People on Twitter • How to Message on Twitter • Twitter Applications • Twitter Terminology • Reading up on Twitter • Best Practices and Advice • How the ACC uses Twitter 2
  3. 3. What is Twitter? twitter.com • Web-based SMS message system – Think text messaging – 140 characters • Public / Private message setting • People ‘follow’ your tweets / messages – And you can ‘follow’ their tweets / messages 3
  4. 4. Signing Up for Twitter 4
  5. 5. Setting Up Your Twitter Account • Pick a user name – Short & concise • Fill out your biography – Include your / your company’s name – Contact information • Make sure you upload a photo 5
  6. 6. Setting Up Your Twitter Account 6
  7. 7. Finding People on Twitter • Use the Twitter “Find People” tab • Search by name of person/organization • Search via your Google, Yahoo and/or AOL email account • Invite them to join via email with your Twitter account • Twitter suggested users 7
  8. 8. Finding People on Twitter: Email 8
  9. 9. Twitter – Personal Page 9
  10. 10. Finding People on Twitter • Poach other people’s followers – Best way – Read their tweets before you follow • Search what people are tweeting (words & hashtags) & follow them – http://search.twitter.com 10
  11. 11. Twitter – Followers twitter.com/cardiology 11
  12. 12. Twitter Applications • Sending Your Tweets: – Computer • Tweetdeck: http://tweetdeck.com/beta/ • Seesmic: http://desktop.seesmic.com/ • Hootsuite: http://www.hootsuite.com – Blackberry • Twitterberry: http:// www.orangatame.com/products/twitterberry/ – iPhone • Tweetie: http://www.atebits.com/tweetie-iphone/ 12
  13. 13. Twitter Applications • Feeding your RSS feeds to Your Twitter Account: – Ping.fm – http://ping.fm – Tweetlater – http://tweetlater.com – Hootsuite -- http://hootsuite.com 13
  14. 14. Twitter Search http://search.twitter.com 14
  15. 15. Twitter Terminology: @ Replies • An @reply is a public message from one person to another, using the person’s Twitter username • A person doesn’t need to follow you (or vice versa) in order to send you an @reply • The @replies can be found at your username on the right side 15
  16. 16. Twitter Terminology: @Replies 16
  17. 17. Twitter Terminology: RT (Retweets) • RT is short for ‘re-tweet’. It’s a way a follower reposting your tweet. • A person will put RT in front of the tweet • Another way of RTing, is to complete the message, and say (via @username) 17
  18. 18. Twitter Terminology: RTs 18
  19. 19. Twitter Terminology: Hashtag • Use a hashtag (#) before a word in a post allows you to tag that post for that word • This allows your word to be more readily searched • Can help bring you new followers and help you find more followers 19
  20. 20. Example -- #Healthreform http://search.twitter.com 20
  21. 21. Example -- #Healthreform http://www.hashtweeps.com 21
  22. 22. Reading Up on Twitter • Social Media Websites • http://mashable.com/ • http://www.smartbrief.com/ • http://www.twitip.com/ • http://www.readwriteweb.com/ • http://www.chrisbrogan.com/ • http://social-media-university-global.org/ • http://beth.typepad.com/ (for non-profits) 22
  23. 23. Reading Up on Twitter • ePolitics Websites • http://techpresident.com/ • http://personaldemocracy.com/ • http://tweetcongress.org • http://twitterroom.thehill.com/ • http://www.epolitics.com/ • http://www.nextgov.com/ 23
  24. 24. Reading Up on Twitter • Companies & Organizations • Southwest Airlines @southwestair • Mayo Clinic @mayoclinic • Comcast @comcastcares • Zappos @zappos 24
  25. 25. Best Practices & Advice • Test out Twitter with your own account before doing one for work – Make it private if you have to – Test it with friends & coworkers • Get familiar with the Twitter applications – Like iPhone apps, there are *many* of them, and they change often 25
  26. 26. Best Practices & Advice • Know that you WILL make mistakes • You will NOT have full control • Use your own voice – Don’t turn your Twitter account in to an RSS feed – Be a HUMAN behind your account • Give something of value to your audience – Coupons, advice, articles, thanks 26
  27. 27. Best Practices & Advice • And know when you send a tweet, it’s out there forever…and it’s searchable! – http://search.twitter.com – http://tweleted.com/ 27
  28. 28. Best Practices & Advice • Following & Followers – Be judious, but don’t be a snob either – Don’t get freaked out by who’s following you – If someone is wacky, block them – And did I mention there are reporters on Twitter…and they may follow you? • http://journalistsontwitter.wetpaint.com/ 28
  29. 29. Best Practices & Advice • Monitor, Monitor, Monitor! – Don’t throw stuff out and then don’t react; monitor your account and who’s following you – Have an RSS feed on your #hashmarks & company’s name • http://search.twitter.com – See what’s popular on Twitter • Trending topics • http://tweetmeme.com/ 29
  30. 30. American College of Cardiology’s Advocacy Department & Twitter
  31. 31. How We Started • Created account in Oct. 2007 • Was excited about the grassroots potential, but didn’t know the technology – Way to get to busy members – Connect with other healthcare leaders • Started with my own account – Took me 6 months – 1 year to feel comfortable 31
  32. 32. How We Started • Attended the Public Affairs Council Meeting in 2009 & learned more about social media – Now had the gumption to talk to boss & big boss about it – They have a lot of trust me in me, but didn’t know a lot about the technology – Said to go ahead with Twitter 32
  33. 33. How We Started • Annual Meeting 2009 – Sat down with Communications folks – Started Twittering in late February 2009 • Literally two weeks before annual meeting we met • Social Media Strategy Policy @ the ACC – Still a work in progress – No formal guideline or document but one is being drafted 33
  34. 34. How We Use Twitter • Send news articles – Show that we’re on top of the health system reform debate • Members • Media • Other healthcare groups • RSS feed – CEO’s blog (Lewin Report) – Medical education website (Cardiosource) 34
  35. 35. How We Use Twitter • Highlight member and advocacy achievements • Interact with members of Congress – http://tweetcongress.org • Still teaching our members about Twitter – Nothing formally announced but we do include the Twitter account in alerts 35
  36. 36. Any questions?

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