twitter: social media's gateway drug

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Lee Aase Chancellor, Social Media University, Global (SMUG) March 6, 2014 Twitter: Social Media’s Gateway Drug

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Slides for a two-hour workshop I presenting on Thursday, March 6, 2014. Examples of Twitter gaffes and controversies, as well as step-by-step training in setting up a new Twitter account, and some positive applications of Twitter in a business context.

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

March 6, 2014

Twitter:Social Media’s Gateway Drug

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Today’s Presentation is brought to you by the number

1.9 x 1010

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Agenda

• The Origins of Twitter

• The Bad and The Ugly

• The Good

• Creating Your Account

• Practical ways to use Twitter

• Twitter Lingo

• Twitter Chats

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The Bad and

the Ugly

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Fun with the SEC

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Crowdsourcing #Fail

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Perils of Multiple Accounts

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Tasteless Hashtag Spamming

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Job-Killing Tweets

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Mischief Making

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Genuine Hacking

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@ instead of D

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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

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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

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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

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Major Life Lessons in Twitter

Pause before Posting

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Major Life Lessons in Twitter

Social Media raise the cost of bad

behavior

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The Good

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Marketing Genius

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Case Study: Listening and Connecting

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Connecting with Fans

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Deals from Dell

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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

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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

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Making Ads Engaging

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Becoming a “Go-To” Resource

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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

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SMUG Thesis #31:

Unforeseen implications of social media are more

likely positive than negative

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Creating and ConfiguringYour Twitter Account

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Edit Your Profile

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Change Header

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Update Website and Bio

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Bio and Disclaimer

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Text Messaging or Apps

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Manage Notifications

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Don’t Protect Tweets

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Searching for Tweeps

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Popular Accounts

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Interacting in Twitter

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John’s First Tweet

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My Retweet

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My Reply

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Leading Text in Replies

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Direct Messages (Or Not)

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Safer Direct Messaging

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Mobile Notifications

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Twitter Distinctives and Additional Lingo

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• 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

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• 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

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• “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

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• 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?

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• 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

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• 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

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• 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”

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• 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”

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• Tweetchat.com

• Tweetdeck

• Apps for smart phone or tablet

Other Sites/Tools to Explore

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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

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Next session is April 29

Social Networking: From Facebook to LinkedIn and

Beyond