This tutorial was prepared for our Social Media Connections Specialist, Cristina Horta, who is handling our "connect" accounts at Twitter and Facebook. Our connect sites are doing great. Check them out at: http://twitter.com/ADMSP http://www.facebook.com/admsp You can find Cristina at: www.linkingpublic.org To learn about our community project, join us at www.admsp.org Visit us at: www.altosdelmarsculpturepark.com

1. twitter
Use as a PR Tool

2. twitter: service
A free micro-blogging
140 character
maximum

3. twitter in plain English
- the Common Craft Show

4. Another place where
conversations occur
Organization
Stakeholders Influentials
Stakeholders Influentials

5. Lingo
! tweet - a message of 140 characters or less
! hashtag - tweets that start with a # (tracking)
! tweme - same as hashtag (twitter meme)
! tweetup - twitter meetup
! tweetchannel - add #channelname at start of tweets
! tinyURL - for URLs longer than 30 characters
! DM - direct message (private)

6. twitter uses
Tracking • Monitoring • Live-reporting
Journalism • Activism • Public Relations
Political Comm. • Crisis Comm.

7. Monitoring
tracking
! 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

8. Comcast’s YouTube Baggage
- Sleeping Comcast Technician Video

9. Rage P ushes
“Cable Edge
er The, so granny
ny Ov’t show up
Gran y doesn
C able gu a hammer”
do es - with
“Takin
g a Wha
Comca ck Agai
st: Mon nst
Reache a Shaw
d Her B
Then fo reaking
r Her Ha Point,
mmer”
“Taking a hammer to Comcast”
Photo Credit: Richard A. Lipski -- The Washington Post

10. Comcast’s lesson
learned
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

12. Jet Blue
Monitoring Example
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
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.

13. “ 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

14. twittering for
public relations
! 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