Twitter with a Dash of Facebook (and LinkedIn): Community Building with Twitter

Twitter with a Dash of Facebook (and LinkedIn) January 24, 2012

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Community-building with Twitter

Laura Lee S. DooleyOnline Engagement StrategistWorld Resources Institute (www.wri.org)twitter.com/lauraleedooleyabout.me/lauraleedooley



People like doing business with people they know …

… and love doing business with people they trust.

Edelman Trust Barometer



Building relationship online: How do you cut through the clutter?

MultichannelRelationshipsof Trust



Photo by Mallix



• What is your GOAL?• Who is the AUDIENCE?• Networking PURPOSE?• Which SOCIAL NETWORK?• User PARTICIPATION?• User INTERACTION?

SOCIALNETWORK

Plan your strategy to



• What you're DOING• What you're READING• Who you're LISTENING TO• What you’re VIEWING• What you're THINKING ABOUT• What you're INFLUENCED BY

In 140 characters,you can

LET PEOPLE KNOW:



• To BUILD CREDIBILITY by being a resource• To CONNECT to like-minded people• To INFLUENCE others• To REACH INFLUENTIALS • To SPREAD your message• To SPUR CHANGE• To LEARN

WHY do it though?



• Tweet = Twitter message/update• Interaction = Public response to you or your tweet• Reply/Mention = @username• Direct Message (DM) = Mutual friend message• Favorite = Starred tweet• Retweet = RT @username, repeated tweet• Hashtag = #keyword, way of labeling

terms


Your Social Media Role• Build a follower-friendly profile• Track who @mentions you or your issues• Find, promote & follow others

– [[email protected]]• Know the TOS and etiquette• Use security settings appropriately• Follow the Golden Rule and organization policies• Add Google Analytics Code - http://bit.ly/xqlu3p



Direct Message (DM)• Personal information

• Specific request (take offline or to email)

• Conversation (take offline or to email)

• Thank new follower

• Constructive criticism or correction




Followers

Following

Friends

Your initial target audience may not be your only, nor your best target audience



Profile pic, title/organization, URL, location, bio

Do they follow you? Have they

@mentioned you or RT your content?

Who do they follow? Are they active in

conversation?

Who follows them and RT their content? What do they tweet

about?

Objective

Inferred

General Issue-Specific

Audience Segmentation



Pre-contemplation Contemplation Action (Maintenance)

Positioning – where audience is now vs. where you want them to be



Unknown Recognized Liked Respected

For organizations, being a better messenger means moving from the least known to the most respected

Trust



Howto’s & Best Practices: TwitterListen first, then share; learn from othersUse URL shortener – Bit.lySave RTs, @references in FavoritesAdd campaign code for Google AnalyticsRT your communityRespond to tweets/DMs directed at youIt’s not about you – it’s about themTwitterfeed as a last resortFundraise for short-term, targeted purpose



Howto’s & Best Practices: Facebook

Join Groups, Fan Pages, Causes to connect on issues with those outside your network

Post interesting news to your profileAdd campaign code to track in GAPosts with photos get most attention

Post to walls of Friends, Fan Pages, CausesReference Connections via @FacebookNameUse Messages for private discussions



Why LinkedIn?• Increase visibility & connectability• Improve your Google Search results• Public CV/Resume with connections• Connect with people through other people• A transition from networking events• Touch base with alumni, former colleagues, etc.• Learn things about people for conversation-starters



Howto’s & Best Practices: LinkedInReview and update information Join relevant groupMake profile public (for search engines)Make profile URL relevant (your name)Know your contacts before adding them as

connectionsFollow relevant companiesConfigure email settings



Q&Atwitter.com/worldresources

twitter.com/lauraleedooley

http://delicious.com/lldoolj2/twitter

http://delicious.com/tag/twitter

Twitter with a Dash of Facebook (and LinkedIn): Community Building with Twitter

Education

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