#SomosSocial: Twitter Chats – How to

Do Them Effectively

11,700,000+U.S. Hispanics on Twitter

Sources: Twitter / DB5 / Ahzul, Hispanic User Profile, 2014; *U.S. Census, 2010; **Selig Center of Multicultural Economy Report, 2012; ***U.S. Twitter Users by Race/Ethnicity, eMarketer, 2014

24%Of Twitter users are Hispanic

43%Prefer to tweet in English AND in Spanish

81%Of Hispanic users access Twitter through a mobile device

¡Sí!Digitally Savvy!

■Hispanics make up 24% of Twitter usersan over index on Twitter usage by 30%

■81% of users check Twitter at least one a dayversus 76% of general users

■81% check Twitter at least once a day■61% tweet at least once a day Sources: Twitter / DB5 / Ahzul, Hispanic User Profile, 2014; *U.S. Census, 2010; **Selig Center of

Multicultural Economy Report, 2012; ***U.S. Twitter Users by Race/Ethnicity, eMarketer, 2014

What We’ll Cover

How to:1. Fulfill your mission to do outreach2. Identify key topics for your audience3. Decide language elements4. Build partnerships5. Contact influencers6. Measure your efforts

1.Planning

When a Twitter chat is a good idea

Choosing A Hashtag

1. Easy to Remember2. Make It Unique3. Short

Choosing A Topic

1. Launch of a new campaign2. Relevant Topics3. Know Your Audience4. Know Your Partners

Choosing Partners

1. Research 2. Relevant Partners3. Experts /

Influencers On the Topic

Set the Time

1. Find a Time That’s Suitable For Your Audience / Partners2. Make the Time Clear3. Promote; Promote; Promote

2.Content and Questions

Focus on top themes

Anticipate Questions

Preparation is always key1. Be ready to answer questions live; have resources

ready2. Have questions and answers prepared3. Look at what questions people are asking about the

subject you’re intending to cover

Leverage Your Data and Audience

Ideas:■ Look at what’s performed well or what

topics are really popular for your audience■ Ask your audience what they’d like to learn

more about■ Research an angle that’s not already being

covered widely■ Leverage hashtags being used

3.Partnering and Influencers

When it’s a good idea

Jumping on Opportunities

4.Language

English? Spanish? “Spanglish”?

SpanglishEnglish Spanish

Mix Matching Hashtags and Language

5.Execution

Make it count

Coordination1. Pick a topic and hashtag -

preferably unique unless this is part of a larger effort

2. Write out anticipated questions and answer them.

3. Figure out whom will answer what questions.

4. Draft messages that include your hashtag that drive traffic to your site.

Communication1. Promotion messages via

social media channels, from a feature on our website, via e-mail

2. Make a conference call line available to discuss any technical issues or other topics during the chat.

3. Monitor for questions from the public or influencers.

Post Lessons Learned■ Regroup to discuss chat and

what could be improved in the future

■ Take inventory of which tweets and topics did well and what resonated

■ Take note of who participated

Three Critical Components

ImagesAt the heart of every

successful campaign. Pro tip: include partners or tag

them on Twitter

All Campaigns Should Feature Images People Can Share

Examples of Promotion

Examples of Promotion

5.Metrics

Measuring Impact

Salud Today

The Data

The Data

“

Twitter Chat Storify + Promotion Use data to inform our

content and social media strategy

Content Lifecycle

Content LifecycleWhy Storify is a great way to recap a Twitter chat and archive your tweets for future content ideas.

https://storify.com/saludtoday

What we learn and apply

Some things resonate, some things don’t. That’s OK!

Topics @GobiernoUSA and @USagov Has Covered

Health#Asegúrate#Enroll365#GetCovered#HHMSalud#NMHM15Storm#OurSalud#SaludTues#YesSalud

Consumer#NCPW#FTCcharla#midinero

Benefits#SSACharla#OurSalud#Vivienda

Voter Registration#VoteUSA#HHMA#HazteCiudadano

Topics @SaludToday Has Covered

Health#SaludTuesLatino obesity—#BetterFoodLatino obesity—#HealthierSchoolsLatino obesity—#ActiveSpacesLatino obesity—#SugaryDrinksLatino obesity—#FoodMarketingHealth disparitiesDiabetesCancerHIV/AIDSParkinson’s Disease

Results of ACA and Cervical Cancer Chat #OurSalud

Other Key Takeaways to Keep in MindStay:CONSISTENT - don’t send tweets every three days or when you have a chat, send something at least every day

CULTURALLY RELEVANT - don’t literally translate something

ON MESSAGE - it builds trust, don’t suddenly switch from informal to formal use if you’re using Spanish.

FOCUSED - send people to a good experience, try not to mix URLs. Unless you let them know the info is only available in English then say “en inglés”

IN TOUCH - with your partners and influencers and of course...your audience!

Thanks!Any questions?

You can find us at:victoria.wales@gsa.govValenzuelaCA@uthscsa.edu

@USAgov @GobiernoUSA @SaludToday

Credits

Special thanks to all the people who made and released these awesome resources for free:

■Presentation template by SlidesCarnival■Photographs by Unsplash