twitter

Use as a PR Tool

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

! 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

! 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

Photo Credit: Richard A. Lipski -- The Washington Post

“Cable Rage Pushes

Granny Over The Edge

Cable guy doesn’t show up, so granny

does - with a hammer”

“Taking a Whack Against Comcast: Mona Shaw

Reached Her Breaking Point, Then for Her Hammer”

“Taking a hammer to Comcast”

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

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

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