The document discusses using Twitter as an organizing tool. It provides examples of how Twitter can be used to share links and information but has relatively low conversion rates for driving people to take direct action like signing petitions compared to blogs. Twitter is better suited for conference communication, sharing information with reporters who may follow influential users, and experimenting with new organizing techniques like Twitter petitions and fundraising. The key is having a clear strategy and metrics for success rather than just driving clicks.

1. Twitter: Hype vs. Reality August 15th, 2009 Questions? [email_address] Twitter: #dfans Paid for by Democracy for America, www.democracyforamerica.com, and not authorized by any candidate or candidate’s committee. … live @

2. Tonight’s Trainers Matt Blizek Night School Host @dfatraining Jen Nedau Air America www.jennedeau.com @humanfolly Adam Green PCCC www.boldprogressives.com @adamgreenonline Questions? nightschool@democracyforamerica.com 2

3. What is Social Media What does Social Media Offer? Organizational efficiencies Reduced transaction costs Free advertising Owning the brand on multiple platforms Engaging new consumers Two-way conversation Social Media is relevant because: Social Media is great for getting out the message Reaches people where they are at Interest based vs. friend based A new way to communicate Questions? nightschool@democracyforamerica.com 3

4. Social Media Stats Check out Marta Kagan’s: What the F**K is Social Media: One Year Later Questions? nightschool@democracyforamerica.com 4

5. Connecting to the Viral Loop of Information Visual Content Image credit: Brian Solis & @Jess3 Questions? nightschool@democracyforamerica.com 5

6. et al. – et alias “and others” i.e. – id est “that is” e.g. – exempli gratia “for example” Twitter is a natural extension of the way we speak. Questions? nightschool@democracyforamerica.com 6

7. Tweeting Basics Tweet: The result of posting to Twitter RT: The result of reposting someone else’s tweet H/T: Hat-tip, give credit where it’s due @ Message: A response or a message to a specific handle. When used at the beginning, it can be found under the replies tab (a sort of public “inbox”) DM: Direct Message, can send only to those following you (goes into your private Direct Message “inbox”) Hashtag: The # sign is used to denote a major topic (like tagging/categorizing on a blog) Popular progressive hashtags: #p2 #topprog #rebelleft #woc #fem2 Questions? nightschool@democracyforamerica.com 7

8. “ Hi, my name is Jen. And I’m addicted to Twitter.” What about you? Questions? nightschool@democracyforamerica.com 8

9. Questions? Email: [email_address] Twitter: #dfans 9

10. Personal vs. Professional Know thyself. Know thy brand. The personal is professional. my passion my job my interest Questions? nightschool@democracyforamerica.com 10

11. Set Up A Profile. What’s Missing? Twitter Checklist: Short, interesting bio Icon & background image Link out to your website Use @Replies Use Bitly.com to track clicks Follow people back Use a real name Questions? nightschool@democracyforamerica.com 11

12. Slowly making progress… Denial Surprise Acceptance Addiction It takes about three months to get someone on 100% board Got Questions? nightschool@democracyforamerica.com 12

13. Measuring Your Brand Questions? nightschool@democracyforamerica.com 13

14. www.search.twitter.com Or use search on Tweetdeck  Questions? nightschool@democracyforamerica.com 14

15. How do I FIND Followers? Photo credit: Caroline Middlebrook How do I get people to follow me? Questions? nightschool@democracyforamerica.com 15

16. Online Tools for Twitter Tweetdeck ( http:// www.tweetdeck.com ) Twhirl ( http:// www.twhirl.org / ) Digsby ( http:// www.digsby.com / ) Questions? nightschool@democracyforamerica.com 16

17. Questions? Email: [email_address] Twitter: #dfans 17

18. Thank you for listening! Need to catch up on earlier Night School presentations? Click below to order previous Night School episodes on DVD: Become a monthly Night School donor 18

19. TWITTER AS AN ORGANIZING TOOL What’s it good for? Adam Green Twitter: @AdamGreenOnline

20. Getting people to take action?

21. PCCC/DFA: Vote for our target

24. Twitter goes wild

25. Twitter Impact 330 clicks 25 sign ups 7.5% conversion

26. Blog Impact CROOKS AND LIARS 2300 clicks 1141 sign-ups 49% conversion OPEN LEFT 135 clicks 46 sign-ups 24% conversion FLASHBACK: Twitter: 330 clicks, 25 sign ups, 7.5% conversion

27. Forrest The Fellow’s Impact Posted voting link in comment sections of Daily Kos, FireDogLake, and CrooksAndLiars 84 clicks 34 sign-ups 40% conversion FLASHBACK: Twitter: 330 clicks, 25 sign ups, 7.5% conversion

28. Auto-Email’s Impact 1355 clicks 312 actions 23% conversion FLASHBACK: Twitter: 330 clicks, 25 sign ups, 7.5% conversion

29. Conversion analysis Twitter: 7.5% conversion Crooks and Liars blog: 49% conversion OpenLeft blog: 24% conversion Forrest’s blog comments: 40% conversion Auto-email: 23% conversion Initial DFA email: 65% conversion Initial PCCC email: 73% conversion

30. WHY?

31. WHY? My guess: Theory of change

32. SO…WHAT’S TWITTER GOOD FOR?

33. Conference Communication

34. Sharing Links – No Other Action Huffington Post: Twitter is 1 of their top 5 link referrals.

35. Communicating with reporters who follow you POLITICO REPORTER: “I use Twitter to gather info -- polling numbers, breaking news, links to smart analysis... That info comes from all sorts of folks, in politics full-time or just intense observers.”

36. Communicating with reporters who follow you JAKE TAPPER, ABC: “I get interesting stuff from following some interesting thinkers on the L and R on twitter”

37. Communicating DIRECTLY with reporters POLITICO REPORTER: “ My suggestion would be to @ a journo when u see or hear something they may not know. Be civil. Don't demand. But say: "hey 'reporter's name' did u see this new poll in the va gov race?" Often, we haven't. So it's a great way to highlight info and get it directly to reporters.”

38. Communicating DIRECTLY with reporters JAKE TAPPER, ABC: “ People send me stuff at @jaketapper…Sharing stories, studies, and thoughtful critiques is in my view infinitely more constructive for political advocates of any stripe than using twitter/the internet as a way to vent and insult.”

39. Communicating DIRECTLY with reporters GEORGE STEPHANOPOULOS, ABC: “Regularly I tweet out my guests, ask for questions. Get several interesting ones back.”

40. Communicating DIRECTLY with reporters AMY SCHATZ, WSJ: “I use Twitter to provide links to my stories but also to answer reader questions. I only check it a few times a day so it’s not a great way to get in touch if its urgent, but I do try to respond to folks who ask questions.”

41. Reporters may find you AMY SCHATZ, WSJ: “ I use Tweetdeck so I can keyword search stuff I cover (like FCC and "broadband stimulus") and I've found sources that way. I've also found its been a useful tool to let me see what people are doing or saying about the stuff I cover.”

42. EXPERIMENTATION Twitter Petitions

43. Twitter Petitions

44. “ Deal breaker”

45. EXPERIMENTATION Twitter Fundraising

46. BIG things to ask when doing Twitter activism Is there a strategy? Are there tangible metrics for success? Opportunity cost? Is clicking enough? OR Is theory of change evident? Is there mutually reinforcing activism?

47. Thank you. Any questions? Adam Green Twitter: @AdamGreenOnline