Twitter for Good: Change the World One Tweet at a Time

Twitter for Good 5-Step T.W.E.E.T Model Target Write Engage Explore Track Target - Why do you want to start using Twitter? - What does your organization hope to gain? - What is your target (or goal)? Are you a... Information Account Personalized Account Fundraising Account information account - Information hub on a particular topic - Aims to be active and engage accounts - Serve as "go-to" source - Typically has several individuals running account (multiple voices) Examples: @nten, @nbcchicago, @rushoakpark, @mashable personalized account - Put a personal face on an organization - Often the organization is older, more established - Often not the sole or primary account - Typically implemented by one individual (one voice) Examples: @johnwoodrtr, @redcross, @biz fundraising account - Find a new demographic - Transition an existing supporter base to a form of new media - Started in hopes of opening new doors for funding and support - Ask for specific, tangible actions from followers - Beg for retweeting - Vary in success and longevity - Often peak in certain seasons Examples: @madridtwestival, @ldntwestival Write - Extend information within your chosen Target - Allow others to learn about your Twitter account and your organization - Use multimedia in your tweets - Tweet like Kanye West Bite the bullet Let it all hang out Fail fast engage - Use #hashtags - Use lists - Use @reply - Avoid uses 3+ #hashtags - Choose public or private lists - Avoid @reply spam DO DON'T Tweets as data: the present and future of crisis mapping - Not just sending and receiving information, it's also about tracking and plotting the reports - Allows local participants to quickly communicate both the overall state of the disaster and specific details - Allows a large crowd to find and aggregate tweets through crisis mapping Disaster relief Explore - Find key endorsements and new leads - You can be in contact with ANYONE - Use Twitter handles to connect - Keep it to 120 or less - Get your friends to RT you - Use multiple channels vs. Make it specific, offer proof you're capable/credible Track - Very important - Measure your target to see the progress you are making - Find out where improvements can be made - Did you meet any of your first goals yet? Potential metric points to measure: # of tweets per day/week/month # of retweets sent most retweeted tweet best tweet response to different types of tweets % of tweets with media links (w/photos, w/org. website, etc.) WRITE ENGAGE # of followers # of following # of retweets about organization # of @replies (@mentions, DMs) Most engaged day of the week Most engaged time of day Follower growth rate Follower drop-off rate EXPLORE # of lists you are following # of lists created by you Mentions per day Retweets by influencers Press mentions of Twitter account % of followers made up of "influencers" New relationships created James Kondo from Twitter’s Japan office at TEDX Tokyo, who talks about some of the uses of Twitter in the aftermath. source: Hope140.org discussion questions What role do you think social media would have played in 9/11? Have you ever taken part in a cause campaign that used social media? Can you describe your Twitter style? Name a time when you used social media to quick get or push out information about an event or disaster. Let's talk about the future. What do you see when it comes to using Twitter and geo-mapping? In his speech, James Kondo refers to social media as a "lifeline." What are your thoughts on him using this definition? Do you agree? One criticism of Twitter is that its emphasis on the power of the individual does not effectively lend itself to widescale change. Agree or disagree? First day on Twitter... USES TWITTER TO: Hope140.org Created to help meet the needs of the growing number of non-profit organizations and causes on Twitter searching for best practices and training tools. Includes a blog, featured causes and case studies ...six months later What do we learn from Kayne? Created by: Malorie Janasek A presentation based off of the book by Claire Diaz-Ortiz, Head of Corporate Social Innovation and Philanthropy at Twitter, Inc. maloriejanasek.com @maloriejanasek maloriejanasek@gmail.com