The document discusses Twitter and its use for organizations. It describes Twitter as a social networking platform for publishing short text messages. It outlines the basic elements of tweets, such as text, links, hashtags, and retweets. It also discusses how organizations can use Twitter to communicate information, events, and collaborate. The document provides examples of organizational Twitter accounts and concludes that social networks are becoming important ways for organizations to interact with people through networks rather than hierarchies.

1. Twitter addiction?
@jordigraells
www.graells.cat
Training session
Twitter Pack © carrotcreative. CC BY 2.0
about
for organizations
Barcelona, 29th March of 2010
This work is subject to a Creative Commons Attribution 3.0 licence. It allows the reproduction, distribution, public communication and transformation to generate a
derivative work, without any restriction providing that the author is always cited (Jordi Graells Costa) and this licence does not contradict any specific licence that an image
within this report might have and the rights of the image prevail. The complete licence can be consulted at http://creativecommons.org/licenses/by/3.0/es/legalcode.ca.
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2. 1. What is Twitter?
Twitter is a social networking platform for publishing short
text messages (up to 140 characters) and communicating
with users via web browsers and mobile telephones.
The communication is open on the Internet and there are
social networks arising from the users that follow it.
2 “Twitter addiction?” Barcelona, 29th March of 2010 Jordi Graells Costa. CC BY 3.0

3. Twitter logo map 09 © Boris Veldhuijzen van Zanten . CC BY-NC-SA 2.0
2. Twitter Galaxy
Twitter is the web platform,
the infrastructure.
The users use multiple
applications to manage
the editing and publication
of messages (like Hootsuite,
TweetDeck, Twitterrific, Echofon,
Mixero, Twitux and GTwitter), for
transmitting images (Tweetphoto,
Twitpic, etc.), for mobiles (Uber
Twitter, Open Break, Seesmic,
etc.), for metrics (Twitalyzer, etc.)
3 “Twitter addiction?” Barcelona, 29th March of 2010 Jordi Graells Costa. CC BY 3.0

4. 3. Types
These are the basic Twitter mailboxes (profiles):
Twitter logo © Matt Hamm. CC BY-NC 2.0
- Personal
- Corporate, those used by
organisations. In this
presentation we will focus
on this type of mailbox,
corporate mailboxes.
4 “Twitter addiction?” Barcelona, 29th March of 2010 Jordi Graells Costa. CC BY 3.0

5. Twitter icon for a fluid app © Fotopedia. CC BY-NC-SA 3.0
4. Uses
For organisations, Twitter is a tool
suitable for:
- communicating various types
of information (incidents, warnings,
emergencies, meeting agendas,
invitations, human resource
recruitment, etc.)
- informing of new services, articles,
publications, posts, press releases, etc.
- for broadcasting events
- for chatting and collaborating,
namely, for creating a social network
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6. 5. Elements:
Structure of a tweet
Text + shortened link + #hashtag
Twitter Accounts of the Catalan Parliament http://ow.ly/1nfaU #ogov
Music in Creative Commons http://ow.ly/1qF9h #cc
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7. Twitter bird logo icon illustration © Matt Hamm. CC BY-NC 2.0
5. Elements:
Tweet text
The information must be short,
accurate and concise.
It must be properly composed
according to the linguistic criteria
and graphical conventions
(typographical syntax etc.)
currently in force in the
organisation.
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8. Twitter logo © svartling . CC BY-NC-NC-SA 2.0
5. Elements:
Link
The links bring added value to
the tweet. They must be selected
and the trustworthiness of the
source checked (examine the
author and their history, check the authority of websites,
tending towards content from organisations and not so
much towards individuals with very personal opinions,
etc.).
8 “Twitter addiction?” Barcelona, 29th March of 2010 Jordi Graells Costa. CC BY 3.0

9. 5. Elements:
Hashtag
The hashtag denotes the tweet’s topic and it must be short. It is
preferable to use those that already exist on Twitter
(check which are in use via Twitter’s search engine
http://search.twitter.com, for example, ‘administració’).
The hashtags are used to recover
information quickly. We can search
and filter content using the hashtags,
collaborate and share information.
They are also an indicator of the
most important topics currently on
Twitter.
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10. 6. Retweets RT
Retweets are tweets from other people or organisations that are
published again. They encourage conversation. We can retweet in two
ways. The first is to use the initials RT and the tweets have a maximum
length of 125-130 characters (according to how many characters in the
profile name).
1. RT + @nameofretweetedprofile + text + shortened link + #hashtag
RT @Odilas The Global Information Technology Report 2009-2010
http://ow.ly/1r6CK #tech
2. Retweeting directly from Twitter and therefore this icon appears
10 “Twitter addiction?” Barcelona, 29th March of 2010 Jordi Graells Costa. CC BY 3.0

11. 7. Network: follwings and followers
The tweetsphere (network of people on Twitter) is made up of
the users that we follow (followings) and those who follow
them (followers). As a general rule, we also call those who
follow our profile ‘followers’.
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12. 7. Network: Managing the followings
using lists
To manage this communication better, we need specific lists
of people or organisations that we should follow more closely
because their activity matches our profile well.
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13. 7. Network: measuring the impact
www.twitalyzer.com
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14. http://twitter.com/emergenciescat
8. Examples
http://r.odali.es/#_home
http://twitter.com/bcnrod
http://twitter.com/rodaliescat
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15. Twitter, social
networking paradigm
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16. Do you know what lip dubs are?
For example, this hospital’s lip dub for prevention of breast
cancer. They dance throughout the whole video. If they attract a
www.youtube.com/watch?v=OEdVfyt-mLw
million clicks, they will receive a large donation.
What do you
think? Is it a
good way for an
organisation to
publicise what
they do? How
long before we
see this in our
organisation?
16 “Twitter addiction?” Barcelona, 29th March of 2010 Jordi Graells Costa. CC BY 3.0

17. www.youtube.com/watch?v=4-94JhLEiN0 A wedding and divorce lip dub...
Video of the wedding of Jill Peterson and Kevin Heinz (July
2009). They come in dancing to the rhythm of ‘Forever’, the song
by Chris Brown, and they make a great recording. The one for
the divorce is good too :P
www.youtube.com/watch?v=zbr2ao86ww0
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18. Results
€
- In one week there have been 10 million
hits for the video. Now they are up to 46 million!
Brown’s recording company discovered the infraction via Content ID
but decided, instead of removing it, to capitalise on the event and to
make a profit from the popularity of the wedding. They inserted
adverts and a link to the shop to buy the song.
What did they achieve?
- In one week the number of copies sold rose from 30,000 to 50,000.
- The song went from 9th to 4th position on iTunes.
- Visits to Brown’s official video increased 2.5 fold.
More information: Ciberpaís issue no. 596, 25 March 2010
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19. Some conclusions:
Network organisations
We are moving towards a fluid society where people and
organisations interact via networks.
Milestones are reached not
via systems relevant up to
now (like authority, division of
labour, hierarchy, etc.) but
instead by means such as
persuasion, collaboration,
community involvement,
‘social’ values, etc.
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20. Why are social networks important?
Time required to gather an audience of 50 million:
- Radio: 38 years
Source: ‘Social networks at Madrid
Network’ Álvaro de Arenzana.
- TV: 13 years Madrid, November 2009
www.madridnetwork.org
- Internet: 4 years
- A social network: in 11 months, 100 million users
Social networks are the number 1 activity on the Internet.
Intersection Consulting © Mark Smiciklas. CC BY 2.0
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21. Social networks: the Gary count
Garys Social Media Count © Gary Hayes . CC BY-NC-ND 2.0
In 1 minute, social
www.personalizemedia.com/garys-social-media-count
networks produce all
of this:
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22. Which social networks do we use?
Twitter and Facebook: general social
networks that encourage people to interact.
Linkedin: vertical social network for
networking using professional contacts and
collaboration of organisations (companies and
administrations).
Google: beginning from the multiple search
functionalities combined with sets of other
applications (galaxy of ‘apps’).
Other repositories and tools for file-sharing
videos, images, presentations and documents
in the web: Youtube, Flickr and Slideshare.
22 “Twitter addiction?” Barcelona, 29th March of 2010 Jordi Graells Costa. CC BY 3.0

23. Twitter icon for a fluid app © Fotopedia. CC BY-NC-SA 3.0
Profile of Twitter users
Men (75%), between 21 and 30 years’ old
(56%), bloggers (83%), associated to the
world of the internet and ICTs (72%), those
who use the tool for professional interests
(52%).
Source: ‘Social networks at Madrid Network’ Álvaro de Arenzana. Madrid, November 2009
www.madridnetwork.org
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24. Thank you!
For comments:
www.graells.cat o
twitter.com/jordigraells.
More info:
www.slideshare.net/jordigraells
Twitter Pack © carrotcreative. CC BY 2.0
@jordigraells
www.graells.cat
This work is subject to a Creative Commons Attribution 3.0 licence. It allows the reproduction, distribution, public communication and transformation to generate a
derivative work, without any restriction providing that the author is always cited (Jordi Graells Costa) and this licence does not contradict any specific licence that an image
within this report might have and the rights of the image prevail. The complete licence can be consulted at http://creativecommons.org/licenses/by/3.0/es/legalcode.ca.
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