twitterUsed as a PR Tool

A free micro-blogging servicetwitter:

A free micro-blogging service

140 character maximum

twitter:

twitter in plain English- the Common Craft Show

Another place where conversations occur

Stakeholders

Stakeholders

Influentials

Influentials

Organization

Another place where conversations occur

Stakeholders

Stakeholders

Influentials

Influentials

Organization

๏ tweet

๏ hashtag

๏ tweme

๏ tweetup

๏ tweetchannel

๏ tinyURL

๏ DM

Lingo

๏ tweet

๏ hashtag

๏ tweme

๏ tweetup

๏ tweetchannel

๏ tinyURL

๏ DM

Lingo- a message of 140 characters or less

๏ tweet

๏ hashtag

๏ tweme

๏ tweetup

๏ tweetchannel

๏ tinyURL

๏ DM

Lingo

- tweets that start with a # (tracking)

- a message of 140 characters or less

๏ tweet

๏ hashtag

๏ tweme

๏ tweetup

๏ tweetchannel

๏ tinyURL

๏ DM

Lingo

- tweets that start with a # (tracking)

- same as hashtag (twitter meme)

- a message of 140 characters or less

๏ tweet

๏ hashtag

๏ tweme

๏ tweetup

๏ tweetchannel

๏ tinyURL

๏ DM

Lingo

- twitter meetup

- tweets that start with a # (tracking)

- same as hashtag (twitter meme)

- a message of 140 characters or less

๏ tweet

๏ hashtag

๏ tweme

๏ tweetup

๏ tweetchannel

๏ tinyURL

๏ DM

Lingo

- twitter meetup

- tweets that start with a # (tracking)

- same as hashtag (twitter meme)

- add #channelname at start of tweets

- a message of 140 characters or less

๏ tweet

๏ hashtag

๏ tweme

๏ tweetup

๏ tweetchannel

๏ tinyURL

๏ DM

Lingo

- twitter meetup

- for URLs longer than 30 characters

- tweets that start with a # (tracking)

- same as hashtag (twitter meme)

- add #channelname at start of tweets

- a message of 140 characters or less

๏ tweet

๏ hashtag

๏ tweme

๏ tweetup

๏ tweetchannel

๏ tinyURL

๏ DM

Lingo

- twitter meetup

- for URLs longer than 30 characters

- direct message (private)

- tweets that start with a # (tracking)

- same as hashtag (twitter meme)

- add #channelname at start of tweets

- a message of 140 characters or less

twitter usesTracking • Monitoring • Live-reporting

Journalism • Activism • Public Relations Political Comm. • Crisis Comm.

trackingMonitoring

trackingMonitoring

๏ Monitor reputation, buzz, opinions, trends

๏ Use keyword tracking (“Track keyword”)

๏ Monitor and respond to what’s being said about your organization

๏ Comcast Example

๏ Jet Blue Example

Comcast’s YouTube Baggage- Sleeping Comcast Technician Video

learnedComcast’s lesson

TechCrunch Founder Michael Arrington tore into Comcast on twitter after 36 hours without Internet service.

Within 20 minutes of his first tweet a Comcast executive called to ask how he could help.

Photo Credit: Joi Ito

learnedComcast’s lesson

TechCrunch Founder Michael Arrington tore into Comcast on twitter after 36 hours without Internet service.

Within 20 minutes of his first tweet a Comcast executive called to ask how he could help.

Photo Credit: Joi Ito

Manager of Corporate Communication for Jet Blue DMs a twitter user who tweeted about having spotted a celebrity (William Shatner) at the Jet Blue terminal

Jet BlueMonitoring Example

Manager of Corporate Communication for Jet Blue DMs a twitter user who tweeted about having spotted a celebrity (William Shatner) at the Jet Blue terminal

Jet BlueMonitoring Example

tweet #1: JetBlue terminal. William Shatner waiting in pinstripe suite and shades to board flight to Burbank. Why’s he flying JetBlue? Free, maybe?

Manager of Corporate Communication for Jet Blue DMs a twitter user who tweeted about having spotted a celebrity (William Shatner) at the Jet Blue terminal

Jet BlueMonitoring Example

tweet #1: JetBlue terminal. William Shatner waiting in pinstripe suite and shades to board flight to Burbank. Why’s he flying JetBlue? Free, maybe?

tweet #2: Using JetBlue wifi to access twitter, 10 seconds later, I get a follow request from JetBlue on twitter. Half freaked out, half awed.

We learned last February the value of a certain amount of transparency when we posted a video of our founding CEO on YouTube to address customers affected by the ice storm that swept through the Northeast.

Our Twitter account is much the same thing; making ourselves available in an environment where are customers already live -again not focused on marketing - but real interaction: less billboard - more information booth.

We track Twitter mentions of our brand through various services from the internal “track” function on Twitter to external tools like tweetscan.com or quotably.com that are freely available to all users. Many allow near immediate notification of mentions.

“

“- Morgan Johnston, Corporate Communications, JetBlue Airways

live-reporting๏ Similar to live-blogging

๏ Uses hashtags (i.e. “#sxsw”)

๏ Backchannel tool

๏ 08 SXSW Zuckerberg Interview

live-reporting๏ Similar to live-blogging

๏ Uses hashtags (i.e. “#sxsw”)

๏ Backchannel tool

๏ 08 SXSW Zuckerberg Interview

“Zuckerberg Keynote

Descends Into Chaos as

Audience Takes Over”- Wired

- Cartoon Credit: Bitstrips.com

journalismtwitter used in

journalism๏ Media using twitter: CNN, Reuters, BBC, ITN, etc.

๏ Rick Sanchez Example (http://twitter.com/ricksanchezcnn)

๏ Started during Hurricane Gustav

๏ Almost 27,000 followers; following 18,000

๏ Allows for on-air interaction with audience

๏ Get story ideas, leads

twitter used in

Rick Sanchez using twitter on air- CNN anchor

activismtwittering for

๏ James Buck Example

๏ twittering yoursef out of jail

activismtwittering for

Arrested

๏ James Buck Example

๏ twittering yoursef out of jail

public relationstwittering for

public relationstwittering for

๏ monitoring conversations

๏ participating in conversations

๏ starting conversations

๏ providing product or service info

๏ Whole Foods example (http://twitter.com/wholefoods)

๏ promoting stories, news through twitterfeed

๏ feeds a blog to twitter

presidenttwittering for

presidenttwittering for

๏ Obama on twitter (most followed person)

๏ Hillary on twitter

๏ British Prime Minister on twitter

๏ Twitter in political communication:

๏ Interacting with constituents

๏ Increased transparency in the political process?

of crisistwittering in times

of crisistwittering in times

๏ twittering during a campus lockdown

๏ twittering about disasters

๏ Red Cross: providing statistics & directions

๏ twittering about wildfires

๏ LAFD: October 2007 California wildfires

your turncreate an account • follow class mates

• post 5 times in next 48 hours • post about anything

- Thanks to Kay Sweetser for the 48 hrs twitter experiment

CreditsDr. Corinne WeisgerberSt. Edward’s University

Blog: http://socialmediaprclass.blogspot.comEmail: corinnew@stedwards.edu