JCSA hosted a webinar about using Twitter, featuring me (@estherk), Andy Neusner (@jfederations, @jewishevents) and moderated by William Daroff (@daroff). This is my component of the presentation, which focuses on creating content that builds relationship and adds value, and also some tips for Tweeting for small organizations or programs.

1. Tweet Success:
Creating Content
@EstherK
Facebook.com/esther.kustanowitz

2. Let’s Think About Relationships
• Encounter (perhaps w/initial skepticism)
• Engage (humor, personality)  relationship
building
• Deeper investment, working together,
partnership, bonding, shared experience
• Challenge, distress
• Resolution, equilibrium restored, relationship
stable

3. Content Relationships

4. Encounter
•Healthy skepticism
•First impressions – good or bad
•Immersion can be “too soon” – you
learn too much
•Right organization/person at the
wrong time is the wrong person/org
•Sense that the person/project adds a
unique value

5. Engagement
• Dynamism
• Sense of Humor
• Relationship building through
experiences

6. Deepening Relationship
•Deeper investment – time & emotion
•Working together
•Partnership
•Building trust
•Shared experience  creating history

7. Challenge
•Period of instability
•Moment of dissent or distress
•Acknowledging when you’re wrong
•Intense work to repair relationship
•Showing value

8. Resolution
•Trespasses forgiven
•Equilibrium restored
•Understanding
•Trust restored
•Happy relationship

9. Let’s Think About Content
Content is an opportunity to:
• Establish your voice/tone
• Tell your story
• Connect with &engage audience
• Show respect for audience time
• Add value (*your definition here*)
• Respond to questions & challenges
• …Deepen relationships

10. 5 Tips Toward
Creating Engaging Content
1. Be Strategic
2. Be Authentic
3. Be Considerate – time & length / “the ask”
4. Be Engaging – personality & humor
5. Be Valuable – add value

11. Personal Twengagement
Josh Malina&Mazon, Part 2:
Josh Malina&Mazon, Part 1 NFTY Strikes Back (at Hunger)
http://mazon.org/2013/01/30/we-
heart-joshua-malina/
http://estherkustanowitz.typepad.com/myurbankvetch2005/2013/01/josh-
malina-and-mazon-project-update.html

12. Engaging Content Scorecard
• Strategic (explained mission of org)
• Authentic (trusted voice)
• Considerate – time & length / “the ask”
(reasonable)
• Engaging – personality & humor (throughout)
• Valuable – added value (knowledge about org,
mitzvah factor, connection to celebrity)
IN SUMMARY…GO @joshmalina @stophunger
@nfty!

13. Small Orgs
• Opportunities
– Ability to be more engaging & more responsive
– Responses can be personal
– Can ask “the people” what they want
• Challenges
– Fewer resources - $ & people
– If you ask for feedback, have to be willing to respond
– Qualitative metrics* may not show engagement
*also true in larger organizations – engagement is not a number of participants

14. Twitter in a Small Organization
(followers/following)
• @ROICommunity (4,180/1,106)
• @nei_jfedla (425/355)
• @bjparchive (1,434/1,910)
• @ikar_la (999/272)
• @LimmudLA (439/76)
• @LimmudNY (2203/226)
• @EstherK 5,879/4,198

15. Best Practices - Theory
Set a Manageable Schedule
Listen 3x day – lurk, read, absorb the
landscape
Check out Twitter users that interest you
– who do they follow?
Aim to Tweet 2-3x daily
Followers
Listen to them
Meet & get to know them
Engage their interests (no agenda)
Pitch them (maybe)
The Ecosystem
Think expansively
Seek out complementary conversations,
even if they don’t directly benefit you
Be part of the conversation
Be Valuable
“Live generously” – “make life
meaningful”
With every Tweet, add value

16. Best Practices – Practical
140 Characters & You
•Use the space (strategically)
•Shorten links
•Shorten language
•Account for #tags
•Proof before you tweet
•Acknowledge sources (RT/HT)
•Involve other people in the
conversation (strategically)
•Avoid txtspk if poss, LOL
Timing
•Depends on content http://roicommunity.org
•You can plan tweets, but also leave
the ability to be flexible & responsive
•Ensure a mix of content
•Think about how much posting you
can manage
•Pay attention to when people
respond, RT

17. Resources
• http://www.evolutionfiles.com/15-tips-to-build-twitter-following/
• http://topnonprofits.com/posting-guide/
• http://infographics.fastcompany.com/miscellaneous/rules-of-social-
media-poster.pdf
• http://www.bethkanter.org/
• http://estherkustanowitz.typepad.com/myurbankvetch2005/2009/
11/the-ga-as-seen-through-twitter.html
• http://estherkustanowitz.typepad.com/myurbankvetch2005/2013/
01/josh-malina-and-mazon-project-update.html
• http://estherkustanowitz.typepad.com/myurbankvetch2005/2009/
11/manifesto.html