This document summarizes a workshop for MBA candidates on using Twitter effectively. It discusses what Twitter is, how to use it for networking, research and personal branding, and cautions that while not necessary to have an active profile, most advanced applications require an account. The workshop demonstrates Twitter searches, encourages tailoring one's perspective to career goals, and stresses curating one's profile to appear consistently smart and professional. Advanced tools from third parties can facilitate surveillance of topics through search.

1. A Workshop for
MBA Candidates
Presented by Sarah Park - MBA ’11
With Amanda Peyton, Ariel Santos, Brian Cantwell - MBA ’10
October 16, 2009

2. • What is Twitter?
• Why is Twitter important?
• What can people do with Twitter?
• Do you have to use Twitter all the time?
Workshop: Twitter Search
Workshop: Twitter
• Additional Resources & Next Steps

3. What You Probably Know:
• Micro-blogging (140 char)
• “Follow us on Twitter…”
@NPR / @WSJ / @CNN
• High Valuation in spite of flat
growth over the summer
• Usage in Sept. 09 (Unique Visits)
- Facebook: 124.6M UVs
- Twitter: 23.5M UVs
* Source: Compete.com

4. • Twitter is an online community of “Followers.”
• Members seek out contacts and information based
on shared interest, not existing affiliation.
• Compare with MITSloan2011 Google Group.
Soccer
Follow Simone
Clean Energy
Follow Marta
Iceland Trek
Follow Yoomi
Shared
Interest
Action

5. Focus on two main functions:
• Networking - What does Twitter offer
above and beyond Facebook, Linked In?
• Search - What does Twitter offer above
and beyond Google?

6. Network Limitations Advantages
Facebook
• Unprofessional
• Risky to mix work and play
• Complicated to segment
friends, colleagues
• Mainstream
• Easy to use, overall
Linked In
• Rolodex of weak links
• Limited trust
• No or few conversations
• Static profile
• Professional
Twitter
• Not mainstream
• Interface not intuitive
• Lots of jargon
• Noisy, transient
• Real-time data
• Access to consumers
• Contact with senior
execs, thought leaders
• Personal branding

7. Task:
Learn to code in Python.
Where do I go for help?
Twitter Search Results
Key Comparison: Do you prefer working with an online
textbook or other people?

8. • 80% are “Me Now” Users
– Everyday activities, feelings, social life
– Local or immediate situation
• 20% are “Informers”
– Information about shared interest
– Link recommendations
– Greater interaction with followers
– More likely to mention others
* Source: Rutgers

9. Function Advantage Relevance
Research
• Real-time data
• Access to actual
consumers
• Identify industry trends before
they become news
• Understand, engage consumer
Networking
• Contact with
thought leaders,
senior execs
• Network on your own schedule
• Avoid time, expense of attending
conferences
Personal
Branding
• Control of how
you appear
in Google
• Twitter profile becomes Top-3
Google result within 18 months

10. To get the most out of Twitter, with the lowest
investment of time, effort: Use Twitter Search
What’s Next:
• Additional Recommendations
• Twitter Search Workshop
• Twitter Workshop

11. 1) Have a smart and unique take on Twitter.
• Tailor perspective to industry focus and career goals.
2) It’s helpful but not necessary to develop a Twitter profile.
• The greatest value, relative to time invested, comes from
surveillance through Twitter Search.
3) Your experience on Twitter is only as good as you make it.
• Who you choose to follow (and ignore) is a critical decision.
4) Advanced surveillance is easier using 3rd-party apps that
require a Twitter account.
Take Away: While you may not want to cultivate a personal brand on
Twitter, having an active account is required to access the more
advanced applications.

12. • Try Twitter Searches for:
• Industry
• Job function
• Product or service
• Example: Pharma/Biotech
Search for Breast Cancer; Herceptin
• Try Twitter Search yourself
Can you identify people with
whom you want to engage?

13. • Twitter Search Example: “Lumbar Disk”
• Spine Surgery
• Back Surgery
• What do you find? Consumer insights that will
distinguish you from other candidates (YouTea, $100K)

14. General Precautions
• Privacy - Locked vs. Unlocked account
• Contacts - Definition of "friend" on Twitter
– Your audience seen/unseen
• Exposure - What to expect in Google re: your Twitter profile
– Top rank for your name within 18 months
Professional Concerns
• What potential employers might see
• Wealth manager example: "Deutsch[e] Bank"
http://twitter.com/jonah_lupton
• Casual tone
– Incomplete thoughts; spelling/syntax errors
• Hard to come off as consistently smart, professional
• Not “Cover Letter” perfect

15. • How to Build Network
– Follow, Unfollow
• How to talk to people, join conversations
– @, DM, RT, #BalloonBoy
• How to participate in a conference or meeting
• Approaches to curating your profile over time
– Delete “Me Now” updates every two weeks

16. • CEOs on Twitter:
http://images.businessweek.com/ss/09/05/0508_ceos_who_twitter/
• Entrepreneurs onTwitter:
http://www.altgate.com/blog/2009/06/entrepreneurs-on-twitter.html
• State of the Twittersphere:
http://blog.hubspot.com/Portals/249/sotwitter09.pdf
• Twitter.mashable.com
Follow us on Twitter and ask us questions:
@sarahrah, @amandapey, @cantwell, @agds