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Lee Aase Chancellor, Social Media University, Global (SMUG)
March 6, 2014
Twitter:Social Media’s Gateway Drug
Today’s Presentation is brought to you by the number
1.9 x 1010
Basic Social Media “Food Groups”
Agenda
• The Origins of Twitter
• The Bad and The Ugly
• The Good
• Creating Your Account
• Practical ways to use Twitter
• Twitter Lingo
• Twitter Chats
The Bad and
the Ugly
Fun with the SEC
Crowdsourcing #Fail
Perils of Multiple Accounts
Tasteless Hashtag Spamming
Job-Killing Tweets
Mischief Making
Genuine Hacking
Genuine Cluelessness
@ instead of D
Rep. Weiner and the Speed of Twitter
• “Problematic” tweet - May 27, 2011
• June 1 - claimed account had been hacked
• June 6 - Press conference apologizing
• June 16 - Announced resignation
What’s the Real Risk of the Bad and the Ugly?
• 400 million tweets are sent every day
• Twitter has 500 million users
• In this section we have discussed 19 bad examples
• Assuming there are 1000x as many actual bad cases
• 99.996% have a good experience
Categories of the Bad and Ugly
• Mistakenly tweeting from wrong account
• Public tweet when D was intended
• Backfiring campaigns
• Joking about serious matters or tragedy
• Hashtag spamming
• Lack of awareness of news developments
• Real hacking (e.g. Burger King)
• Stupid statements
• Adding deception to one of the above
Major Life Lessons in Twitter
Pause before Posting
Major Life Lessons in Twitter
Social Media raise the cost of bad
behavior
The Good
Marketing Genius
Case Study: Listening and Connecting
Connecting with Fans
Deals from Dell
Me: I’m going to be there Tuesday for this conference. (asae.center.or/hcc) on a panel RU available late pm?
Me: Are you based in Baltimore?
Me: I’m flying out Tues at 6:45 p.m. Any avail in the later afternoon? I think my panel is done about 2:30
IRL Meetings
Me: Not sure when I’m next in TC...will check when I get back home later tonight
Me: As per my call, I have a good social media day that would connect with another interesting story. Call 507-xxx-xxxx or my cell 507-xxx-xxxx
Journalist Interactions
Making Ads Engaging
Becoming a “Go-To” Resource
Categories of the Good
• Listening
• Qualitative research on a quantitative scale
• Establishing thought leadership
• Connecting with others who have shared interests
• Adding engagement to other communications
• Creating marketing channels
• Building relationships
• Serendipity
SMUG Thesis #31:
Unforeseen implications of social media are more
likely positive than negative
Creating and ConfiguringYour Twitter Account
Edit Your Profile
Change Header
Update Website and Bio
Bio and Disclaimer
Text Messaging or Apps
Manage Notifications
Don’t Protect Tweets
Searching for Tweeps
Popular Accounts
Interacting in Twitter
John’s First Tweet
My Retweet
My Reply
Leading Text in Replies
Direct Messages (Or Not)
Safer Direct Messaging
Mobile Notifications
Twitter Distinctives and Additional Lingo
• Facebook is primarily for strengthening existing connections (or reconnecting) with your friends.
• Twitter enables you to connect with people who have common interests. For the friends you don’t know yet
• Protecting tweets is possible but counterproductive in most cases
Twitter vs. Facebook
• Twitter is a micro-blogging platform.
• Limited length reduces writer’s/artist’s block
• Blogs provide opportunity for more thoughtful reflection and development
• Tweeting = great way to take notes on a live event AND spread word about it
• Blog = platform for review/synthesis
• Twitter = great for spreading word about posts
Twitter vs. Blogs
• “Brevity is the soul of wit” - and of Twitter
• No expectation to read and respond to everything
• Conversations open and discoverable
• Direct messages can reach recipients with priority and privacy
• Blocking or unfollowing punishes abuses
5 Reasons Twitter is better than email
• Have u seen how ppl txt? U can pack lots in via abbrev
• URL shorteners let you link to Web sites with more information
• URL shortening now built into Twitter site
What can you say in 140 characters?
• This: http://socialmedia.mayoclinic.org/2011/06/27/tweetcamp-vi-on-wednesday/ becomes
• This: http://bit.ly/moyByI - or a slightly longer but customized version
• http://mayocl.in/TweetcampVI
URL Shortening Example
• Prospecting tool: panning for relevant nuggets in the 400 million-tweet stream
• Enable easy gathering around an event (real-life or virtual) or a topic of interest
• Create a hashtag simply by using it in a tweet: no permission required
#Hashtags
• Search for terms that interest you on Twitter
• See who is saying interesting things
• Follow them
• See Twitter’s recommendations
• Start tweeting so others can find you
Finding “Tweeps”
• Consider following those who follow you. Following does not mean endorsement
• Don’t “Protect” updates
• When people mention you, reply (@) to them. If they D, respond in kind.
• Re-Tweet (RT) to credit sources, help followers find interesting tweeters.
• Publicly thank those who help you. Admit mistakes.
• Don’t conceal work affiliation
Building “Tweet Cred”
• Tweetchat.com
• Tweetdeck
• Apps for smart phone or tablet
Other Sites/Tools to Explore
Your First Twitter Chat
• Be sure to include #SMUG in all tweets
• Compose a tweet introducing yourself
• Tweet your questions
• Tweet something you learned about Twitter today
• Follow others you know as you see their tweets in the stream
• Create a list
Resources for Further Learning
Next session is April 29
Social Networking: From Facebook to LinkedIn and
Beyond