Twitter is a microblogging website that allows users to post short "tweets" of up to 140 characters. It has a simple, user-friendly interface and is one of the most popular social networking sites. Users can post tweets through the website, mobile apps, or third-party apps. While males currently make up over 60% of users, those aged 35-49 represent the largest demographic on Twitter. The number of Twitter users grew from 475,000 in 2008 to over 7 million in 2009, a 1382% increase.

1. What is Twitter? Twitter is a micro-blogging website. It is free and has a simple, user-friendly interface. It is one of the most popular social networking sites on the internet.

2. What is Twitter? Users post ‘tweets’ in 140 characters or less. The applications TwitPic and NotePub were created to accommodate multimedia content and longer text-based sharing for users.

3. What is Twitter? Users can ‘tweet’ in multiple ways: -through the host site -from a mobile phone browser -though instant messaging -using third party sites like twhirl and twitterific

4. What is Twitter? According to Time Magazine, males make up over 60% of Twitter users. The demographic that uses Twitter most often is ages 35 to 49 (41.7% according to nielsen.com)

5. What is Twitter? There were 475,000 Twitter users in February 2008 and 7,038,000 users in February 2009 This is a growth of 1382%

6. What is Twitter? Twitter’s growth is impressive, but its sustainability is limited by lack of revenue. To date, Twitter is mostly funded by interested venture capitalists, having raised an estimated US$57 million

7. What is Twitter? Twitter was created in 2006 by Jack Dorsey and Biz Stone. Jack Dorsey is the current CEO. Biz Stone is the current creative director. The company has about 50 employees. Its headquarters are in San Francisco, California.

8. Twitter and PR Public Relations Practitioners can use Twitter as a valuable tool in their communications strategies.

9. Specifically Popular for Consumer Relations Crisis Management Reputation Management Events Integrated Marketing Plans Media Relations Evaluation

10. Consumer Relations Research Two way communications Development of trust and transparency Community building Find brand ambassadors Measurement

11. Crisis Management Research key topics of interest Countering issues Direction to detailed and current information

12. Reputation Management Research stakeholder opinions Acquire and maintain trust, transparency and credibility

13. Events Research and promotion Two way communication and real time updates

14. Promotion and Marketing IMCP Research Provide Information on marketing and sales efforts

15. Media Relations Twitpitching Following, Updating and Influencing

16. Evaluation Use tools within Twitter to evaluate success of your messages, community and popularity.

17. Search.Twitter TweetDeck TwitPic TweetLater TwitterGrader TweetBeep Twitterholic TwitScoop TwitterFox

18. We should NEVER use Twitter to Push ads or brand messaging Talk about our everyday tasks – tweets should be resourceful, entertaining and valuable Tweet about clients, co-workers, friends ect. Keep it professional, but avoid being boring! .

19. A conversation with FergDevins Senior V.P Public Relations and Government Affairs

20. What are Molson’s goals and/or objectives using social media?

21. For all social media, our goal is to monitor what ‘conversations’ are going on and engage our customers at that level.

22. With all the ‘conversations’ on Twitter, how does Molson do this successfully?

23. In order to monitor and engage as much as possible, Molson has several different Twitterers with different purposes on twitter. @MolsonFerg @MolsonTonia @MolsonMoffat @MolsonGraeme @MolsonBryan

24. The five segments of Molson’s Twittering are Corporate Communications Community Brand Marketing and PR Molson Brands Community Relations

25. Do you feel your efforts are beneficial or your investments are worthwhile?

26. I like to talk about it metaphorically by saying the “Phones are ringing”…lots of conversations are being had about the brands and the company…it is the company’s action and participation in those conversations that will turn them into value for the company.

27. How do you measure the success of Molson's Twittering? Is accurate measurement possible?

28. I think we best measure the success by assessing the tone and manner and affect on the tone and manner of what is being said about the brands and company on twitter. If its about messaging you can also assess “reach” through www.tweetreach

29. Cross Promotional Opportunities and Strategies

32. Recomendations Utilize social media concurrently in order to maximize reach and impact of PR and Marketing initiatives

33. + + +

34. Molson uses social media effectively through the leading outlets. So where can they improve?

36. Thank You! Now go Tweet about how great Twitter is