TWITTER

Twitter is a service for anyone to communicate and stay

connected through the exchange of quick, short messages

About Twitter

• @USERNAME• TWEET• RETWEET• DIRECT MESSAGE• HASHTAG

HOW POPULAR…

WHY USE TWITTER?

Is that right?

What is twitter for?

But seriously Twitter is for …

• Telling people what you are doing• Asking / answering questions• Sharing / discussing news• Getting feedback• Customer support• Selling• ..commmunicating…!!!

What are the benefits for PR and business??

Customer service

Southwest Airlines

• The person in the Twitter role equipped to handle:

» news management, » customer communications, » be able to write compelling tweets and be willing to be

engaged at all times

• Had a customer back who direct messaged that the kiosks were down in an airport and was frustrated

• Twitter person contacted the airport to find out exactly what was going on and sent him a reply that there was a power outage and it would be up soon.

What About Reputation?

Sales..

What Dell does

• 2010 sales of approx $6m• Special offers etc• Narrow audience targetting• Integrates with facebook and email

marketing

Reporting News

News Crowd Sourcing

Media Relations

When Tweets Go Wrong

When Tweets Go Wrong

• Social media expert from Ketchum Interactive, James Andrews.

• Handles FedEx. Went to visit them in Memphis, USA

• Arrived in Memphis and Tweeted:

Or do they?

• Andrews got 500 more followers on Twitter

• Is in demand more than ever for his Social Media consultancy!

• "All things media are now social; all things social are now media."

• Important lessons learned

Don’t Upset Baby Wearing Mums!

• http://www.youtube.com/watch?v=BmykFKjNpdY

• From Friday through to Monday• Los Angeles blogger Jessica Gottlieb

(1,000 followers)• Katja Presnal (5000 followers)

collated all the tweets and made a video

• http://www.youtube.com/watch?v=LhR-y1N6R8Q

• By Sunday night, motrin.com was offline and PR department was emailing apologies via blogggers.

Managing the communications

Tools

• Tweetdeck• Lists• Follow hashtags• Iphone / android apps• Twitter monitoring tools• Many more on blog….

Twitter Best Practice

• Take lessons learned from other direct-to-consumer communications such as blogs and email newsletters and transition those to Twitter.

• Brand profiles must be personal and honest; content must be compelling to successfully interest and attract people.

• Connect to the audience as often as possible; reply directly to them if they are speaking about your brand.

Twitter Best Practice

• Make sure your Twitter voice is consistent with your brand.

• Do not exist on Twitter only as another version of corporate promotion. Be a person.

• Get your CEO or top executive involved. Employees love it. Customers love it. There is no more powerful way to humanize your brand.

• Above all, be authentic. Don’t try to fake, spin or hide behind your tweets -- it won't work.

Workshop

Twitter Accounts:•@harvardbiz @americanexpress @redcross @greenpeace_intl

Look For:•Content? •Contribution frequency?•A willingness to engage?•Outbound links?•Hashtags?