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Understanding the Twitter Rule


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Less broadcasting, more engagement! This presentation includes best practices and NGO examples of Twitter profiles, understanding who sees your @ messages, Twitter tools, examples of engaging practices by nonprofits, understanding Twitter influence, and theories of engagement.

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Understanding the Twitter Rule

  1. 1. Understanding the Twitter Rule: <br />Using Twitter Effectively for Your Nonprofit Organization<br />Presented by Debra Askanase, Community Organizer 2.0<br /><br />
  2. 2. About the Presenter<br />Debra Askanase, MBA<br />Former executive director, program manager, community organizer. Social media strategy consultant.<br />Currently Community Engagement Manager at <br />Presents and blogs about the intersection of technology, social media, and NGOs.<br />Blog and speaking:<br />Twitter: @askdebra<br />“It’s all about the strategy”<br />
  3. 3. Today’s Agenda<br />Social media and engagement<br />Theories of engagement<br />Understanding @tweets<br />The Twitter Rule<br />Twitter avatars<br />Engaging Practices<br />Twitter Influence<br />Tools<br /><br />
  4. 4. The Social Media Funnel<br />
  5. 5. Effects of Nonprofit Social Media Efforts<br />Opportunity to learn about new issues – 85%<br />Another way to support a favorite cause – 80%<br />Used some form of online media to support a cause – 60%<br />Advocate for a cause (forward messages)- 36%<br />Personal behavior change – 34%<br />Purchasing cause-related products – 23%<br />Source: <br />2009 Cone Consumer New Media Study:<br />
  6. 6. Using Social Media to Meet Nonprofit Goals<br />
  7. 7. Using Social Media to Meet Nonprofit Goals<br />
  8. 8. Engagement Theory<br /><br />
  9. 9. Participation Inequality*<br />* Increase engagement to break the rule<br />Source: Jakob Nielsen<br />
  10. 10.<br />
  11. 11. Ladder of Engagement<br />Happy Bystanders<br />Spreaders<br />Donors<br />Evangelists<br />Instigators<br />The Networked Nonprofit by Allison Fine and Beth Kanter (p.68)<br /><br />
  12. 12. Mastering the tweet<br /><br />Photo:<br />
  13. 13. All @biztechday’s followers will see this tweet<br />plus@sue_anne only and @biztechday only see it<br />
  14. 14. Only people who follow BOTH @sue_anne and @MSchechter<br />
  15. 15. All of @GautamGhosh’s followers, plus @sue_anne and @askdebra and @mashable<br />
  16. 16.
  17. 17. The Twitter Rule<br />Minimal Broadcasting,<br />Focus on <br />Engaging<br />1:7 broadcasting to engaging <br /><br />
  18. 18. How? <br />Be a real human, in front or behind the avatar<br />Create real relationships<br />Give more than you talk about yourself<br />Think about with whom you want to talk <br />Know what you want to talk about <br />*Bonus: customize your twitter background!<br /><br />
  19. 19. Twitter Participants and Features<br />Appeals to those who want to feel most up-to-date, in the know. Want to connect to real people and be part of a tribe. <br />Participants<br />@messages, DM, hashtags<br />Tiny URL, personal touch,<br />Twitter #chats, tag, twitpics, lists, petitions, (apps)<br />Features<br />
  20. 20. In Front of Or Behind the Avatar?<br />Who will be tweeting?<br />For what organization?<br />How will you mash them up? <br />
  21. 21. You = Your Organization<br />
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  25. 25.
  26. 26.
  27. 27. Your Organization = You<br />
  28. 28.
  29. 29. Your Organization Includes You<br />
  30. 30.
  31. 31. Your Organization Only<br />
  32. 32.
  33. 33. Engaging Practices<br />Real interactions: personal engagement<br />Value-added content<br />Participate in Twitter Chats <br />RTs, h/t, tweet others’ content<br />Be yourself, not the brand<br />Ask questions (crowdsourcing)<br />Create lists<br />Shout-outs such as #FF, #WW (Woof Wednesday), #charitytuesday<br />Offer congratulations and encouragement<br />
  34. 34. Twitter Etiquette<br />Always give credit!<br />It’s ok to barge into conversations<br />Introduce yourself in a Twitter chat<br />Thank people constantly<br />Be yourself, not the brand<br />It’s ok to ask questions (encouraged)<br />Do not RT something w/o reading it first<br />Do not tweet as if you found the article first<br />…if you did not<br />
  35. 35. Using Twitter<br />Find new stakeholders<br />Twitter chats<br />Add VALUE<br />Crowdsource<br />Research<br />Fundraise <br />Remember 1:7 broadcasting to engaging <br /><br />
  36. 36. Ideas that will add Value!<br />
  37. 37. Awesome Participatory Practices<br /><br />
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  39. 39.
  40. 40.<br />What is more personal than the Twitter Kids tweeting?<br />
  41. 41. Twitterthon 2010<br />Screen shot taken on 10/10/10 early in the day.<br />More info:<br />
  42. 42. Tweetsgiving 2009<br />
  43. 43. Twitter Insights: @ and @’s network<br />
  44. 44. Twitter Insights: @ and @’s network<br />
  45. 45. Twitter Insights: @ and @’s network<br />
  46. 46. Twitter Tools (Resources)<br />Influence and usage metrics:<br />Schedule tweets, track @mentions, autofollow:<br />User Interfaces:,,<br />Finding tweets older than 10 days:<br />Lists: ,,<br />Nonprofit twitter list: (a wiki)<br />Researching when people tweet, who they talk to:<br />Following twitter chats in real time:<br />Schedule and list of all twitter chats:<br />Notifies you when your website/blog is tweeted w/o mentioning you:<br />Twitter search:,<br />Posting photos:<br />Twitter applications:<br />Twitter petitions:<br />
  47. 47. THANK YOU!<br />Debra Askanase,<br />Community Engagement Manager<br /><br /><br /><br />Twitter: @askdebra<br />skype:askdebra<br />