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Twitter Final
This document summarizes a presentation on using Twitter as an organizing tool. Some key points made include: - Twitter is best for conference communication, sharing links without requiring other actions, and communicating with reporters who follow you. - Reporters may find sources on Twitter by searching keywords and seeing what people are saying about issues they cover. Advocates can communicate directly with reporters by sending them relevant information. - Experiments with Twitter petitions and fundraising showed mixed results, with higher conversion rates found through other online and email-based methods. - When using Twitter for activism, it's important to have a clear strategy, metrics, consider opportunity costs, ensure the theory of change supports mere clicks versus other actions, and use
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Twitter Final
- 1. Twitter: Hype vs.Reality August 15th, 2009 Questions? nightschool@democracyforamerica.com 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 Questions? nightschool@democracyforamerica.com 2 Matt Blizek NightSchool Host @dfatraining Jen Nedau Air America www.jennedeau.com @humanfolly Adam Green PCCC www.boldprogressives.com @adamgreenonline
- 3. What is SocialMedia 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 Checkout Marta Kagan’s: What the F**K is Social Media: One Year Later Questions? nightschool@democracyforamerica.com 4
- 5. Questions? nightschool@democracyforamerica.com 5 Connecting to theViral Loop of Information Visual Content Image credit: Brian Solis & @Jess3
- 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: Theresult 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 nameis Jen. And I’m addicted to Twitter.” What about you? Questions? nightschool@democracyforamerica.com 8
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- 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 AProfile. 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… DenialSurprise Acceptance Addiction It takes about three months to get someone on 100% board Got Questions? nightschool@democracyforamerica.com 12
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- 15. Questions? nightschool@democracyforamerica.com 15 How do IFIND Followers? Photo credit: Caroline Middlebrook How do I get people to follow me?
- 16. Online Tools forTwitter • Tweetdeck (http://www.tweetdeck.com) • Twhirl (http://www.twhirl.org/) • Digsby (http://www.digsby.com/) Questions? nightschool@democracyforamerica.com 16
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- 18. Thank you forlistening! 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’sit good for? Adam Green Twitter: @AdamGreenOnline
- 20. Getting people totake action?
- 21. PCCC/DFA: Vote forour target
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- 25. Twitter Impact 330 clicks 25sign ups 7.5% conversion
- 26. Blog Impact CROOKS ANDLIARS 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’sImpact 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 312actions 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
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- 31. WHY? My guess: Theoryof change
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- 34. Sharing Links –No Other Action Huffington Post: Twitter is 1 of their top 5 link referrals.
- 35. Communicating with reporters whofollow 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 whofollow 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 POLITICOREPORTER: “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 JAKETAPPER, 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 GEORGESTEPHANOPOULOS, ABC: “Regularly I tweet out my guests, ask for questions. Get several interesting ones back.”
- 40. Communicating DIRECTLY with reporters AMYSCHATZ, 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 findyou 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.”
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- 46. BIG things toask 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? AdamGreen Twitter: @AdamGreenOnline