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The basics - University of Gloucestershire and Twitter

Demographics, stye of engagement and basic how to
by

Jo Hawling

on 20 February 2013

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Transcript of The basics - University of Gloucestershire and Twitter

@uniofglos Twitter Stats & Demographic Where are we now? How To Twitter mistakes and bad practice
#fail #facepalm Measure infulence Raise the profile of the university
Reliable and timely source of university updates / news / information
Amplify tweets from other university accounts
Promote university events, products & services (incl. marketing campaigns)
Communicate and engage with students & staff
Reliable and swift-response first point of enquiry for all (reduce phone enquiries during busy periods)
Monitor Twitter to identify potential issues working closely with Communications Team
Swift-response to tackle problems / complaints / potential PR crises, working closely with Communications Team and wider university Let's break it down a bit for @uniofglos ... Our Twitter profile page... How we measure what's popular... Our regular Twitter 'engagers':
Businesses
Local Businesses (#glosbiz network)
Other university Twitter accounts
Social savvy students & staff
Education Sector
Professionals
Press
Local residents 1) we type a link in a tweet which points to one of our webpages e.g. http://www.glos.ac.uk/open/Pages/undergraduate.aspx
2) we 'shorten' the url using Hootsuite and get a mini url e.g. http://ow.ly/fdhl9
3) when someone clicks on the shortened url in our tweet, Hootsuite tracks this action so that we know how many visitors click the link and where they are clicking from. Where our Twitter clickers come from... The top 10 most popular tweets from Nov 2011 - Nov 2012... What engages our Twitter audience? Video - Big Cat, Ducklings
Photos - Campus photo, Remembrance event
Press Releases - Honorary Awards, Student Achievement
Useful timely updates - Clearing, Freshers line-up, Degreeplus
Local opportunities - Homestay hosts How the University of Gloucestershire currently uses Twitter... Sharing fun 'snackable' content (photos & videos, competitions)
Sharing important reliable updates (latest news, academic achievements, student achievements, ICT updates & Snow Days!)
Sharing local information (festivals we sponsor, exhibitions, events)
Sharing opportunities (events, free lectures, research collaboration)
Updates for students (refectory offers, SU events, competitions)
Human tone of voice / approach ("A very warm welcome to our open day", "Happy Moving Day freshers!", "See yourself as the next Alan Sugar?.." )
Asking questions ("what was your experience...", "what would you like to see on the menu?" "who do you think will headline this years' Freshers Ball?") our aims... We consider what motivates them to engage with us...


Barack Obama 99
Justin Beiber 92
Stephen Fry 89
UCAS 70
Oxford Uni 67
University of Gloucestershire 62
BBC Gloucestershire 61
Worcester Uni 57
UWE 52
Gloscol 50
This is Gloucestershire (echo/citizen etc) 35 A few engaging tweets from the University of Gloucestershire Are we influential... do we have Klout? (Scored out of 100) Learn from the influencers
Look at people who are more influential than us, consider what our target audience are engaging with on Twitter... why are they choosing that over us? What are they doing differently? How can we emulate their success? Don't just look at other universities, look at everyone. On Twitter, they are all competition. What's the point of Twitter? (a.k.a. Why would I want to know what you had for breakfast?) We create engaging content to share with our Twitter followers - we want our message to spread from peer to peer to increase our reach & influence. Often we include a link to our website to bring visitors to our site.

Twitter provides us with valuable real time feedback, People also use Twitter as a first line of contact with the University. This gives us the opportunity to:
reply quickly and accurately
provide good customer service
build trusted relationships online
become known as an authority increasing our sphere of influence on Twitter

It's worth noting that if we were not on Twitter, we would not have access to valuable feedback AND we would still be tweeted about without being able to respond or convey our side of the story in the case of a PR issue. Tone of voice Tone of voice is important on Twitter. The number of characters you can use is limited to 140 so people get pretty creative with how their tweets are worded.

Abbreviations, replacing words with Twitter usernames (@uniofglos) or #hashtags, emoticons... it's all fair game! Of course you can choose to tweet in plain English, whatever suits your requirements and those of your audience.

“@uniofglos can you dm me the Helpzone number Plz?”

(translation – Dear University of Gloucestershire, could you send me a direct message via Twitter which includes your Helpzone telephone number please?)

“Any freshers staying home with parents this yr to save money? We're looking for case studies to appear in the media - get in touch asap :)”

(using yr instead of year is acceptable, abbreviations such as asap are fine, a smiley is fine)

"Congratulations to all of our graduates today @GlosCathedral"

(using @GlosCathedral instead of Gloucester Catherdral, not only saves character space but also 'mentions' the @GlosCatherdral Twitter user) Examples: Learning the Lingo... Tweet - a message up to 140 characters long that you post on your twitter feed.

Re-tweet - a tweet that is shared on, you can also add a comment, if space. re-tweeting allows a message to spread from peer-to-peer Examples: “RT @uniofglos: A new set is available to view on Flickr - Cheltenham Guitar Festival and Summer School 2011 http://ow.ly/5YvXF” “RT @uniofglos: Retweet for chance to win a Kindle! – University of Gloucestershire Undergraduate Open Day Sat 8th Oct http://ow.ly/63uyU” “RT @uogstudent: I just graduated!!! >Well done! “ Note in the example above that >Well done! Is a comment added on. You don’t have to use the > symbol, although it is common practice for commenting on Twitter. Direct Messages / DMs / d - Tweets that you send directly to a recipient. These are not viewable by the public, and similarly if you send a dm, it is not posted in your public tweet feed. Examples: “d uogstudent Yes there is a lot of help available for students, information on all services can be found here http://ow.ly/fv6JR “ “d uniofglos Is there a free counselling service available for students? I need some help.” @Mentions - To see if people have ‘mentioned’ you, click on the @mention tab above the posts –use @mention when addressing someone directly or including them in a ‘shout out’ style tweet, mentions are publicly viewable posts. - Make sure you don't start a tweet with a @mention if you intend the tweet to be viewed by all. Examples: “@uniofglos is awesome” “Thanks to @jozero for the awesome link” #Hashtags - Hashtags are a way of categorising tweets to make it easier for your readers to understand what your tweet is referring to. Simply enter the hash symbol before a word or stream of words with no spaces. Examples: “ I have an insane craving for #marmite #marmiteisawesome” “Come visit #Cheltenham it has a great local #livemusic scene” “#ff @uniofglos for tweets from The University of Gloucestershire, @jozero for #cheltenham #music tweets” Listening Sometimes people talk about you without including a @mention, you can still see these tweets by searching for them. If you wanted to see who is tweeting about the University of Gloucestershire, you might search for : ‘uni of glos’, ‘University of Gloucestershire’, ‘gloucester uni’ etc

When you first start using Twitter is is a good idea to just sit back and ‘listen’ for a while. See how other people are using Twitter.

Perhaps look at the tweets of someone you know, a competitor, a celebrity or local business and study how they engage with their followers, how will you engage with yours?

We monitor Twitter at least hourly during working hours and occasionally outside of work. If Clearing/Induction/PR Crisis - We monitor vigilantly no matter the hour. During a crisis we use Twitterfall.com to monitor lots of search terms at once. Following If you enjoy reading someone’s tweets you can choose to ‘Follow’ them by clicking on the ‘Follow’ text link next to their twitter username or the ‘Follow’ button on their profile. You can always ‘unfollow’ them later in the same manner. Don’t feel obliged to follow someone who follows you. Lists As you follow more and more people you might like to organise these tweeters to make it easier for you to find the information you require, you can use a feature called ‘Lists’

You may create lists (details in handout) and add people you follow to the lists. For example, you may choose to create a list called 'Cheltenham News' and add people who tweet about that subject. You might look at other people's lists for inspiration and to find people that you wish to follow... We would very much like to create lists to segment our followers and those that we follow to help us to improve the way we engage on Twitter. Lists are a valuable networking tool. Trending Trending refers to a hashtag, string of words or @mention of a username which is being tweeted by a lot of people at once, a topic that generates a lot of interest.

You can see what the hot topics of the moment are by looking at what is trending to the right of your screen whilst on the home page of twitter.

Click on a trending topic to view all the latest tweets relating to that topic. If you want to engage, just tweet using the same hashtag/mention/topic. Examples: #Londonriots Justin Bieber #replacemovienameswithbacon
You have to be flexible, consider your audience e.g. those worried about clearing, pr crisis, students, local business, stakeholder - Adapt your tone of voice to suit but try to maintain as consistent a tone as possible - fun, human, professional, compassionate, voice of the organisation. Cultivate a personal voice.
Roll with the punches, use initiative and charm, be human and be prepared to hold your hands up to mistakes publicly.
You don’t have to have the solution straight away but you can acknowledge the issue and say you are looking into it straight away.
Be transparent – don’t delete comments because they are negative – take action!
Privacy issues - consider just what information you are publishing, no personal details.
It's not a one-sided conversation... Listen, re-tweet, respond quickly, engage. Hootsuite - Third party software to make Twitter easy to read & use Learning from the experts... UCAS Digitalmedia@glos.ac.uk Sarah - 4514 Jo - 4512 @uniofglos (twitter.com/uniofglos) Thanks for learning & Happy Tweeting! Please feel free to contact us... Spamming Rather Than Promoting Hashtags Going Viral For the Wrong Reasons
Be careful with those #hashtags ! Twitter Mistakes Tweeting from the wrong account
(Think - are you in your personal or work account) Use your common sense... Paul Chambers, disgruntled traveller tweeted -
"Crap! Robin Hood airport is closed. You've got a week and a bit to get your shit together otherwise I'm blowing the airport sky high!!”
The airport took it seriously - After being arrested Chambers lost his job, was fined £1000, and is still trying to fight his conviction.
Tweeting something libelous - Defamation law protects people from false statements about them and applies to Twitter. Courtney Love was the first person sued for comments made on Twitter about a fashion designer, paying £430,000 in a settlement. Tweeting Rather Than Direct Messaging There are other University Twitter accounts... We provide training and guidance as required
We 'Follow' them from the main university account
We re-tweet and engage with them, as appropriate, to amplify their message Oxstalls Learning Centre - @UoGOXLC
FCH Learning Centre- @FCHLC
Careers Centre - @careersglos
Tone Radio - @toneradio
Tone TV – @tonetv
Students' Union – @yoursu Degreeplus - @degreeplus
CCRI - @CCRI_UK
Libraries - @UniGlosLib
Enterprise Hub @uogenterprise
The School of Sport and Exercise – @UoGSport
Alumni - @UoGAlumni There are a few academics on there too.. David Webster is an example of best practice - @davidwebster #McDStories Chester Literary Festival had the hashtag #CLitFest This Presentation: bit.ly/UoGTwitterfeb If you need detailed Twitter demographics use a free version of http://Schmap.it/ Tip:
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