Twitter Tutorial for Public Relations Individuals of Southern Maryland on February 18, 2010

1. Social Media for Business: Twitter Public Relations Individuals of Southern Maryland St. Leonards, Maryland February 18, 2010 Tracy Johnson, Senior Consultant Booz Allen Hamilton This document is confidential and is intended solely for the use and information of the client to whom it is addressed.

3. Social Media/Government 2.0 Practice

4. Consultant, Navy Chief of Information Office, Social & Emerging Media

5. Connect with me on LinkedIn

6. Find me on Twitter

7. Watch my videos

8. See what I'm bookmarking

10. Traditional media vs. social media Social media facilitates openness, communication, and collaboration among users through Internet technologies

11. So many tools! Spectrum of social media spaces Enabled by Web 2.0 tech Stakeholders become content producers, aggregators, distributors An ongoing conversation

12. Your stakeholders Protected collaboration with partner agencies/orgs, businesses, and others Direct, two-way communication with individuals, groups, and the media Open communication within the Organization The Public Partners Employees

13. Critical success factors Strategic Integration Strategy People Process Listen/Engage/Listen Resources Risks Relevant Content Technology Internal/External Communications Outreach/Public Involvement Social Media Knowledge Management Customer Service Transparency

14. Measurable objectives

15. Agenda Quick overview of social media Twitter for business Live Twitter example Questions

16. What is Twitter? Twitter is a real-time information network powered by people all around the world that lets you share and discover what’s happening now

18. Provide feedback on recent events or launches

19. Discuss product ideas

20. Learn about exclusive deals or offers

22. Steps to create a Twitter account for your business Listen Register Connect Push Converse Integrate

23. 1. ListenYou can’t join the conversation if you don’t know what people are talking about Search.Twitter.com Google Reader Search for your company, your competitors and keywords Listening can help you get a sense of how you want to engage on Twitter

24. 2. RegisterTwitter is an extension of your brand Account Name Mini bio Photo Account persona

25. 3. ConnectFinding other relevant users to follow and share with Determine your company’s niche market and larger market(s) Select keywords relevant to your market(s) Search for users that self-identify with those keywords Search.Twitter.com We Follow Twellow GovTwit When you find a good candidate, look under their picture for the Follow button You can also choose to interact without following an account, just send them a tweet

26. 4. Push/PostBe a valuable resource to your community Method of engagement Policy What to post? Tips, interesting stories, blog posts Exclusive deals Add your thoughts and experiences Consider answering the question “What has your attention?” rather than “What are you doing?” Ask questions News and press updates (with personal touch)

27. 5. ConverseRemember, this is a real time, two-way street Talk directly to others as appropriate Respond to questions Re-Tweet (RT) information you agree with, support, or want to share with your audience

28. 6. IntegrateCreating an authentic and synchronized web presence Create a networked web presence—not everyone will come across your business through your website or Twitter account Cross link to build credibility and consistency of messaging Leverage other sites to add value and usefulness to stakeholders

29. Advanced—Management Tools OneForty TweetDeck Hoot Suite Bit.Ly

31. Respond to comments and queries

32. Ask questions

33. Post links to things people would find interesting

34. Retweet messages you would like to share

35. Use a friendly, casual tone

37. If you’ve launched a product, new store or new campaign, search Twitter for comments

38. Respond to customer service issues quickly

40. Try to analyze the quality of feedback and topics of discussion, you may find this changing over time

41. Keep a tally of questions answered, customer problems resolved and positive exchanges held

43. Agenda Quick overview of social media Twitter for business Live Twitter example Questions

44. St. Mary’s County Government Mission St. Mary’s County Government will: Be responsive and accountable to the county’s citizens; Provide high quality, cost effective and efficient services; Preserve the county’s environment, heritage and rural character; and Foster opportunities for present and future generations.

45. St. Mary’s County Government Stakeholders (not exhaustive) Citizens- ~100,000 Business owners Partner organizations St. Mary’s County Division of Tourism, http://www.visitstmarysmd.com/ St. Mary’s County Public Schools, http://www.smcps.k12.md.us/ Other government entities Department of Recreation and Parks, http://www.co.saint-marys.md.us/recreate/ Maryland State Archives, http://www.msa.md.gov/msa/mdmanual/36loc/sm/html/sm.html Department of Human Resources, http://www.stmarysmd.com/hro/vacancy.asp Southern Maryland Online, http://somd.com/ St. Mary’s County Sherriff, http://www.firstsheriff.com/

46. St. Mary’s County Public Information Officer’s objective is to get information to the county’s 100,000 citizens Public Safety Voting Local Events Other County Services Strategic Integration Internal/External Communications Outreach/Public Involvement Social Media Knowledge Management Customer Service Transparency

47. Let’s use Twitter to further the St. Mary’s County government mission and meet the Public Information Officer’s objectives Listen Register Connect Push Converse Integrate

48. 1. Listen

49. 2. Register

50. 3. Connect

51. 4. Push

52. 5. Converse

53. 6. Integrate Links on St. Mary’s County Government website Links on partner organization websites Links on partner organization social media sites Meet Twitter followers in person by organizing a Tweet up Consider other social media properties such as Facebook

54. Agenda Quick overview of social media Twitter for business Live Twitter example Questions

55. Links http://business.twitter.com/twitter101 http://www.makeuseof.com/tag/10-innovative-ways-to-use-twitter-for-business/ http://blog.hubspot.com/blog/tabid/6307/bid/4034/How-to-Use-Twitter-for-Marketing-PR.aspx http://www.chrisbrogan.com/50-ideas-on-using-twitter-for-business/ http://www.conversationagent.com/2008/08/business-uses-for-twitter.html http://www.mpdailyfix.com/7-ways-marketers-can-use-twitter/ http://www.web-strategist.com/blog/2008/08/18/web-strategy-the-evolution-of-brands-on-twitter/ http://mashable.com/2009/06/08/twitter-local-2/