twitter for nonprofits
DESCRIPTION
Twitter for Nonprofits - a presentation made at the Colorado Association of Funders' Social Media Day on August 24, 2010. Includes tips, best practices, thoughts about audience targeting, how to measure results and a look at some key tools and applications that can make using Twitter easier/more effective.TRANSCRIPT
twitter for nonprofitsted fickes : @hayduke
This is all about you (and your audience)
Your questions about Twitter
Your concerns about Twitter
Your experiences with Twitter – good or bad
Twitter Is
noisy
Twitter Is
noisy
mundane
Twitter Is
noisy
mundane
UNwieldy
Twitter Is
35 million users in US June 2010
93 million users world June 2010
55% female US
69% caucasian
far higher than avg african american and hispanic
109% growth worldwide June 2009-June 2010
Twitter Use
Numbers Deceive
http://www.trendstream.net/archives/1708
Numbers Deceive
Frequency of use by countryPeople who have an account who use it at least monthly
http://www.trendstream.net/archives/1708
Why Bother (also known as benefits)
Find, be found by, and interact with key audiences.
Strong twitter users are influential in field.
Search results.
People are using it. Or at least trying it.
Strengthen content strategy – linking across networks.
Numbers Deceive
Frequency of use by countryPeople who have an account who use it at least monthly
http://www.trendstream.net/archives/1708
Quality not Quantity
Going to have a lot of people on account that aren’t following it regularly, if at all.
Regular Twitter users tend to be more focused on issues/work/outcomes
People very interested in/proven active in their (your) field
Online influentials
Bloggers, journalists, writers
Have own network on other sites [Facebook, Change.org, Care2, etc.]
Don’t worry about appealing to everyone
Key Audiences
•Follow people/types of people that you want to follow you and can spread word to their networks (journalists/bloggers)
•Thank key people for following you via direct message. Make it feel personal (not automated)
•Follow audience tweets. Reply and Retweet. Thank people when retweeted and reply when asked a question.
•People like to be appreciated. Nobody likes to be ignored.
Finding, caring and feeding for key audiences
Target Messages
Think about an audience for each tweet
•Tweets are meant for someone/some set. Even though all will see them. Speak to someone.
•Make use of replies and direct messages.
•Use hashtags [example #ztrain] to target message and make searchable
•Write to be replied/retweeted. 120 characters. Sound human.
•Consider different types of tweets and measure/evaluate them against one another.
Integrating
Make twitter (and others) easy to find
Integrating
Let people find/follow individual staff if appropriate
Integrating
Let people find/follow individual staff if appropriate
Integrating
Let people find/follow individual staff if appropriate
Integrating
Tie together with other networks (or not)
Measuring
How in the world do I tell if this is working?
•What do you want people to do when they see a tweet?
•Use link shorteners (bit.ly, ow.ly, other) that can be tracked.
•Number of people looking at linked posts, linked photos, videos.
•Number of retweets/replies/shares with other networks. It is possible to estimate size of larger network.
•If possible, integrate with website analytics and look at number of twitter-driven visitors and their behavior.
•Record, save and share anecdotes/conversations about Twitter interaction/feedback
Set goals with which you can define key indicators
Measuring
How in the world do I tell if this is working?
It is hard to measure and quantify value of one to one human interaction with your members, fans, friends and even opponents.
Hard to track all interactions across distributed networks.
Long tail – impact over time.
Measuring
Clicks on shortened URLs (bit.ly, ow.ly)
Measuring
Clicks on shortened URLs (bit.ly, ow.ly)
Measuring
Use website analytics to find referrers
Search Results
Your Twitter account will show up in search / affect search results
Search Results
Twitter search recommendations
•Write a good, informative Twitter bio. This will show up in search results.
•Keyword-rich tweets.
•Use links. Twitter is indexed by Google. Links back to your site in your own tweets are great. Those links retweeted multiples times can have an impact.
•Be retweetable… 120 characters or less, be interesting, be valuable.
•Interact with top twitter users in your field (by network size, influence, etc)
•Like most SEO tips, it comes down to being clear, interesting, worthy of sharing on other sites
Tools and Apps
Oneforty.com
Tools and Apps
Tweetygotback.com
Tools and Apps
tweetreach
Tools and Apps
twitalyzer.com
klout.com
friendorfollow.com
yfrog.com and twitpic.com
tweetcongress.org
Twitter Analyzer
PeopleBrowsr.com
Spredfast.com