twitter: social media's gateway drug

Lee Aase Chancellor, Social Media University, Global (SMUG)

March 6, 2014

Twitter:Social Media’s Gateway Drug

Today’s Presentation is brought to you by the number

1.9 x 1010

Basic Social Media “Food Groups”

Agenda

• The Origins of Twitter

• The Bad and The Ugly

• The Good

• Creating Your Account

• Practical ways to use Twitter

• Twitter Lingo

• Twitter Chats

Twitter’s Origins

The Bad and

the Ugly

Fun with the SEC

Crowdsourcing #Fail

Perils of Multiple Accounts

Tasteless Hashtag Spamming

Job-Killing Tweets

Mischief Making

Genuine Hacking

Genuine Cluelessness

@ instead of D

Rep. Weiner and the Speed of Twitter

• “Problematic” tweet - May 27, 2011

• June 1 - claimed account had been hacked

• June 6 - Press conference apologizing

• June 16 - Announced resignation

What’s the Real Risk of the Bad and the Ugly?

• 400 million tweets are sent every day

• Twitter has 500 million users

• In this section we have discussed 19 bad examples

• Assuming there are 1000x as many actual bad cases

• 99.996% have a good experience

Categories of the Bad and Ugly

• Mistakenly tweeting from wrong account

• Public tweet when D was intended

• Backfiring campaigns

• Joking about serious matters or tragedy

• Hashtag spamming

• Lack of awareness of news developments

• Real hacking (e.g. Burger King)

• Stupid statements

• Adding deception to one of the above

Major Life Lessons in Twitter

Pause before Posting

Major Life Lessons in Twitter

Social Media raise the cost of bad

behavior

The Good

Marketing Genius

Case Study: Listening and Connecting

Connecting with Fans

Deals from Dell

Me: I’m going to be there Tuesday for this conference. (asae.center.or/hcc) on a panel RU available late pm?

Me: Are you based in Baltimore?

Me: I’m flying out Tues at 6:45 p.m. Any avail in the later afternoon? I think my panel is done about 2:30

IRL Meetings

Me: Not sure when I’m next in TC...will check when I get back home later tonight

Me: As per my call, I have a good social media day that would connect with another interesting story. Call 507-xxx-xxxx or my cell 507-xxx-xxxx

Journalist Interactions

Making Ads Engaging

Becoming a “Go-To” Resource

Categories of the Good

• Listening

• Qualitative research on a quantitative scale

• Establishing thought leadership

• Connecting with others who have shared interests

• Adding engagement to other communications

• Creating marketing channels

• Building relationships

• Serendipity

SMUG Thesis #31:

Unforeseen implications of social media are more

likely positive than negative

Creating and ConfiguringYour Twitter Account

Edit Your Profile

Change Header

Update Website and Bio

Bio and Disclaimer

Text Messaging or Apps

Manage Notifications

Don’t Protect Tweets

Searching for Tweeps

Popular Accounts

Interacting in Twitter

John’s First Tweet

My Retweet

My Reply

Leading Text in Replies

Direct Messages (Or Not)

Safer Direct Messaging

Mobile Notifications

Twitter Distinctives and Additional Lingo

• Facebook is primarily for strengthening existing connections (or reconnecting) with your friends.

• Twitter enables you to connect with people who have common interests. For the friends you don’t know yet

• Protecting tweets is possible but counterproductive in most cases

Twitter vs. Facebook

• Twitter is a micro-blogging platform.

• Limited length reduces writer’s/artist’s block

• Blogs provide opportunity for more thoughtful reflection and development

• Tweeting = great way to take notes on a live event AND spread word about it

• Blog = platform for review/synthesis

• Twitter = great for spreading word about posts

Twitter vs. Blogs

• “Brevity is the soul of wit” - and of Twitter

• No expectation to read and respond to everything

• Conversations open and discoverable

• Direct messages can reach recipients with priority and privacy

• Blocking or unfollowing punishes abuses

5 Reasons Twitter is better than email

• Have u seen how ppl txt? U can pack lots in via abbrev

• URL shorteners let you link to Web sites with more information

• URL shortening now built into Twitter site

What can you say in 140 characters?

• This: http://socialmedia.mayoclinic.org/2011/06/27/tweetcamp-vi-on-wednesday/ becomes

• This: http://bit.ly/moyByI - or a slightly longer but customized version

• http://mayocl.in/TweetcampVI

URL Shortening Example

• Prospecting tool: panning for relevant nuggets in the 400 million-tweet stream

• Enable easy gathering around an event (real-life or virtual) or a topic of interest

• Create a hashtag simply by using it in a tweet: no permission required

#Hashtags

• Search for terms that interest you on Twitter

• See who is saying interesting things

• Follow them

• See Twitter’s recommendations

• Start tweeting so others can find you

Finding “Tweeps”

• Consider following those who follow you. Following does not mean endorsement

• Don’t “Protect” updates

• When people mention you, reply (@) to them. If they D, respond in kind.

• Re-Tweet (RT) to credit sources, help followers find interesting tweeters.

• Publicly thank those who help you. Admit mistakes.

• Don’t conceal work affiliation

Building “Tweet Cred”

• Tweetchat.com

• Tweetdeck

• Apps for smart phone or tablet

Other Sites/Tools to Explore

Your First Twitter Chat

• Be sure to include #SMUG in all tweets

• Compose a tweet introducing yourself

• Tweet your questions

• Tweet something you learned about Twitter today

• Follow others you know as you see their tweets in the stream

• Create a list

Resources for Further Learning

Next session is April 29

Social Networking: From Facebook to LinkedIn and

Beyond