Twitter: A Social Web Tool for PR
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This is a presentation for a Public Relations (PR) class I attended in the Summer of 2009. It is about Twitter and provides basic information about the service itself and how to utalize it for PR.
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Twitter: A Social Web Tool for PR
- 1. A Social Web Tool for Public Relations
- 2. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
- 3. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
- 4. Social Web = People having conversations online
- 6. Advertising Word of Mouth
- 7. Old Media Social Web
- 8. Male Female ?
- 9. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
- 10. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
- 11. Basics
- 12. Since March 2006 Basics
- 13. Micro-blogging platform Since March 2006 Basics
- 14. Micro-blogging platform Since March 2006 Status updates Basics
- 15. Micro-blogging platform Since March 2006 Status updates Basics Giant chatroom
- 16. Micro-blogging platform Since March 2006 Status updates Basics Giant chatroom Instant Messaging
- 17. Micro-blogging platform Since March 2006 Status updates Basics 11.7 Mio. users Giant chatroom Instant Messaging
- 18. Lingo • tweet • retweet • hashtag • reply • DM • tweetchannel • tinyURL
- 19. Lingo • tweet - a message of 140 characters or less • retweet • hashtag • reply • DM • tweetchannel • tinyURL
- 20. Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag • reply • DM • tweetchannel • tinyURL
- 21. Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag - tweet that includes a #term (tracking) • reply • DM • tweetchannel • tinyURL
- 22. Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag - tweet that includes a #term (tracking) • reply - answer to a tweet of somebody else • DM • tweetchannel • tinyURL
- 23. Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag - tweet that includes a #term (tracking) • reply - answer to a tweet of somebody else • DM - a private direct message • tweetchannel • tinyURL
- 24. Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag - tweet that includes a #term (tracking) • reply - answer to a tweet of somebody else • DM - a private direct message • tweetchannel - add #channel at start of tweets • tinyURL
- 25. Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag - tweet that includes a #term (tracking) • reply - answer to a tweet of somebody else • DM - a private direct message • tweetchannel - add #channel at start of tweets • tinyURL - for long URLs to safe characters
- 27. Username UNOmaha Twitter Profile
- 28. Basic Username information UNOmaha Twitter Profile
- 29. Basic Username information Activities UNOmaha Twitter Profile
- 30. Basic Username information Activities Favorites UNOmaha Twitter Profile
- 31. Basic Username information Timeline Activities of the user Favorites UNOmaha Twitter Profile
- 32. Basic Username information Timeline Activities of the user Favorites Retweet UNOmaha Twitter Profile
- 33. Navigation Basic Username information Timeline Activities of the user Favorites Retweet UNOmaha Twitter Profile
- 34. Home Screen of a Twitter Account
- 35. Update your status Home Screen of a Twitter Account
- 36. Your username Update your status Home Screen of a Twitter Account
- 37. Your username Update your status Replies and DM Home Screen of a Twitter Account
- 38. Your username Update your status Replies and DM Trending topics Home Screen of a Twitter Account
- 39. Your username Update your status Public timeline Replies and DM Trending topics Home Screen of a Twitter Account
- 40. Your username Update your status Public timeline Replies and DM Retweet Trending topics Home Screen of a Twitter Account
- 41. Your username Update your status Public timeline Replies and DM Retweet Trending topics tinyURL Home Screen of a Twitter Account
- 42. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
- 43. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
- 44. Uses
- 45. Tracking Uses
- 46. Monitoring Tracking Uses
- 47. Monitoring Tracking Live-reporting Uses
- 48. Monitoring Tracking Live-reporting Journalism Uses
- 49. Monitoring Tracking Live-reporting Journalism Uses Public Relations
- 50. Monitoring Tracking Live-reporting Journalism Uses Public Relations Political Comm.
- 51. Monitoring Tracking Live-reporting Journalism Uses Public Relations Crisis Comm. Political Comm.
- 52. Monitoring Tracking Live-reporting Activism Journalism Uses Public Relations Crisis Comm. Political Comm.
- 54. Tracking / Monitoring • Monitoring of reputation, buzz, opinions, trends ➡ Usage of keyword tracking (search) • Monitoring and responding to what is said about your organization ➡ Twitter Search ➡ Comcast Example ➡ Southwest Airlines Example
- 56. Comcast Example
- 57. Comcast Example
- 60. Live-reporting • Usage of hashtags (e.g. #wwdc, #IranElection) • Backchannel tool ➡ Apple WWDC Example • News coverage / Activism ➡ Iran Election Example
- 63. Journalism • Media is using Twitter: CNN, Reuters, BBC, etc. ➡ Rick Sanchez (http://twitter.com/ricksanchezcnn) ➡ Started during Hurricane Gustav ➡ Almost 100,000 followers ➡ Allows on-air interaction with audience ➡ Get story ideas, leads
- 66. Political communication • Obama on Twitter (http://twitter.com/BarackObama) ➡ Obama Example • Twitter in political communication ➡ Interacting with constituents ➡ Increased transparency in political process? ➡ The White House Example
- 67. Obama Example
- 68. The White House Example
- 69. Crisis communication • Start off with an apology • Outline what you are doing to address the crisis • Share information as you get it • Respond quickly to questions • Examples: ➡ FDA uses Twitter for salmonella recall info ➡ The Red Cross posted info about evacuation, shelter, and food distribution during Hurricane Ike using #ike
- 70. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
- 71. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
- 72. Success with Twitter Build a network Engage with the community Track & Analyze
- 73. Build a network • Get a Twitter account ;-) • Personal or company brand? • Personalize your profile (logo, colours, description, link to website, etc.) • Follow people and top-users! • See who thought-leaders are following
- 74. Engage with the community • It‘s a discussion, not a broadcast! • Follow your brand in discussions (tracking) • Communicate with your audience • Publish helpful content • Using Twitter for events
- 75. Track & Analyze • Usage of the follower count • Usage of @replies to your tweets • Number of retweets (the more the better!) • Use online tools for analysis ➡ We Follow ➡ Twitter Grader ➡ TweetStats
- 79. Keep in Mind • June 2009 State of the Twittersphere Report: ➡ 80% failed to provide a homepage URL ➡ 55% are not following anyone ➡ 55% have never tweeted ➡ 53% have no followers Source: HubSpot's Inbound Internet Marketing Blog
- 80. Keep in Mind • Give up control ➡ Empower brand embassadors ➡ Embrace co- creation ➡ Let your brand evolve
- 81. Thank you very much for your attention! Bernhard Hofer bhofer@me.com http://twitter.com/bhofer http://blog.bhofer.eu
- 82. Do you have any questions? Bernhard Hofer bhofer@me.com http://twitter.com/bhofer http://blog.bhofer.eu
- 83. Bibliography • Papers / Books • Eyrich, N., Padman M.L., & Sweetser K. D. (2008). PR practitioners’ use of social media tools and communication technology. Public Relations Review,Volume 34 (Issue 4), November 2008, Pages 412-414. • O'Brien, K. (2008, March 24). Twitter is changing the pace, structure of communications. PR Week, Page 9. • Solis, B., & Breakenridge D. (2009). Putting the Public Back in Public Relations. New Jersey: FT Press. • Wright D.K., & Hinson, M.D. (Eds.). (2009). An Analysis of the Increasing Impact of Social and Other New Media on Public Relations Practice: 12th Annual International Public Relations Research Conference. Mahwah, Miami, Florida. • Multimedia / Internet • Fahrnberger, H. (2009, February 20). Twitter im Kundenservice: Ab jetzt wird zurückgetwittert. Message posted to http:// www.helge.at • Fahrnberger, H. (2009, June 21). Das Social Web verstehen und nutzen. Presentation retrieved from http:// www.slideshare.net/muesli • Volpe, M. (Producer), Mirman E., & Burnes R. (2009, June 21). Twitter for Marketing and PR. Webinar retrieved from http:// www.hubspot.com/twitter-for-marketing • Weisgerber, C. (2008, October 27). Twitter for PR (Public Relations). Presentation retrieved from http:// www.slideshare.net/corinnew • Zarrella, D. (2009, June 10). Announcing the June 2009 State of the Twittersphere Report. Message posted to http:// blog.hubspot.com