This presentation was developed and delivered to the UW-Oshkosh New & Emerging Media class to discuss using Twitter as part of the PR process.

1. Twitter as Part of the PR process March 30, 2011

2. What is Twitter? Twitter is an information network comprised of 140-character messages used to communicate information from news outlets, organizations and individuals.

5. To stay abreast of the latest industry trends, share information, and communicate with your customers/members/stakeholders, it’s important to build an online presence using the social networks they’re already utilizing.

6. Find out where your key audiences are engaging – are they on Twitter, Facebook, Foursquare, or all of the above?

8. Identify groups within your organization that already interact with your customers, particularly those with a knack for connection.

10. Establish a framework and goals, and ask yourself (and your team):

11. Which messages do we need to communicate?

12. What are the information needs of our target audiences?

13. What are they talking about in online (and offline) communities?

14. How can we contribute and provide value?

16. Consider the tone of voice in messaging, and disclosures regarding employees’ affiliation with the company for individual accounts.

17. Create a 140-character mission statement and set social goals (e.g., listen, amplify customer voice, reward loyalty, showcase real people, inspire, educate, entertain, convert sales).

19. Engage target audiences in online conversations for authentic, meaningful two-way communication.

20. Be open and transparent; give your company brand a personality and “human” voice.

21. Focus on your target audiences, listening and responding.

22. Let the audience lead the way.

24. 10 Social Media Tips from Kodak’s Chief Blogger Know what you are talking about. Always be transparent. Be yourself. Post often (but don’t be obnoxious). Add value. Respond. Listen to what others have to say. Learn from your mistakes. Be external. Have fun. Follow Jenny on Twitter: @KodakCB Find Kodak’s Social Media Tips online at: http://bit.ly/KodakTips

26. How will audiences use the information? (Is there a call to action?)

27. Who will directly benefit from this information, and who are the influencers that will share this information with others?

28. What is the best way to convey the information so our audiences understand and use it?

29. Is there an increase in followers, retweets, and/or mentions?

30. Have customer issues been resolved successfully?

32. For example:

33. Number of followers

34. Click-thru counts on shortened URL links

35. Number of retweets and mentions

36. Tone and sentiment of retweets and mentions from target audiences

37. Information shared among target audience’s other networks (e.g., Facebook, blogs)

38. Share of voice (number of company mentions versus competitors)

40. Google Alerts and Social Mention are two free search tools that send email or RSS notifications.

42. For example:

43. Bit.ly – Simple URL shortener that provides ability to customize, share links

44. Twitpic – Photo sharing site that supports uploads via Web, email

45. TwitVid – Video sharing site that supports upload via Web, email (and eventually webcam)