To Tweet or Not To Tweet… That Is The Question Kehilliyot Face to Face Meeting June 24, 2009 Rebecca Egolf firstname.lastname@example.org Twitter: rebegolf Goals •Increase participants’ level of comfort with a new or unfamiliar technology •Understand the role social media tools like Twitter can play in Jewish communal organizations and Communities of Practice •Design a social media experiment for Kehilliyot members to practice and innovate with this tool Benefits of Social Media •Significantly expand your community/audience •Build relationships with current stakeholders •Monitor what is being said about you “out there” •Raise awareness for your organization/COP •Improve your reputation •Generate and share information •Drive traffic toward your website/blog •Promote events to a wider audience •Encourage people to take action (attend , donate, etc.) You need a reason… •Avoid “shiny object syndrome.” •Don’t adopt social media tools just because everyone else is doing it. •Using social media tools must make sense as part of your overall communication strategy. •Only embrace the tools that facilitate conversations between the people you want to reach, using the modes of communication that they are already using. •“Build it and they will come” doesn’t work. Build a SMART Strategy S pecific M easurable A ttainable R ealistic T ime-based http://www.wearemedia.org/Social+Media+Strategy+Map S pecific •Targeted to a particular, defined audience, not for everyone •Examples: Members of a CoP Stakeholders of your organization Members of the education community, or other professional network Those doing the same work as you in other locations M easurable •What will success look like? Social media results are harder to measure or may take a longer time to pay off than traditional media. •Examples: # of followers # of times one of your tweets is retweeted or referenced Track use of a specific hashtag Attendance at an event promoted online Improved word of mouth Positive stakeholder feedback Improvement in search engine rankings A ttainable •Who will manage these efforts? •What skills are needed to make this work (and do you have them)? •Will your organization’s leadership support this effort? •Do you have the needed technology infrastructure? R ealistic •There is an understanding of the necessary time commitment. •The learning curve will be manageable •Hints: It takes less time to start using what you already know It is better to make a deeper commitment using fewer tools than to try everything at once. T ime-based •Where does this fit in to your current workload? •Is there a plan for the use of your time? Online tools tend to be a “time suck”and it is easy to waste a lot of time if you are not focused. •Commit to an end date for evaluating the experiment. •Social media tools must be used and maintained regularly – once you build it, it is NOT done! Hooray for Twitter! What does Twitter do? •A pointing device – sharing links to articles, discussions, blog posts, videos, etc. •A search engine – website traffic once dominated by Google results are transitioning to referral traffic from passed links on various social networks •A communications channel – talk to anyone anywhere about anything •A democratic medium – one tweet has potential to be valuable as much as any other, regardless of source •A listening tool – follow what people are saying about any topic, or about your organization Why is Twitter Getting All This Attention? •The best example yet of “end user innovation,” in which consumers actively modify a product to make it fit their needs. •It is ridiculously simple. Instead of being a limitation, the 140 character restriction has encouraged creative uses of this tool like nothing we’ve seen before. •Its core features and applications were not developed by Twitter itself – the users are (re)designing the tool. •# hashtags and @ replies were invented by Twitter users to solve common problems of how to talk to specific people and cross-grouping of content across users •Most people use Twitter through third party applications on their computers and cell phones – not the Twitter website. The Value of Twitter http://weblogged.wikispaces.com/Twitter The Value of Twitter http://weblogged.wikispaces.com/Twitter Twitter for Communities Answer these questions about your community: •Should communication for your members/constituents be closed and internal-facing or open and externalfacing? •Should the knowledge created and shared by your members/constituents be protected or visible and accessible to the world? •Do you want to bring in new blood and ideas? Share the task of listening across all members of the group to find that much more new and useful information. Examples of Twitter in Action •Read the Time article for a great description of the effects Twitter had on an education summit (#hackedu): “Injecting Twitter into that conversation fundamentally changed the rules of engagement. It added a second layer of discussion and brought a wider audience into what would have been a private exchange. And it gave the event an afterlife on the Web.” •Using a Twitter network - project Twitter on screen during a F2F event or meeting. Ask a question out to the network. See the FAST response. •Anyone can become a co-presenter at any time by making a contribution to the conversation. •Dissemination - use Twitter to post links to your grant RFPs, magazines/newsletters and research reports as soon as they are published online. Twitter friends with more followers then retweet the link and it is quickly spread to hundreds of people. Examples of Twitter in Action Using twitter to get feedback throughout a conference “We set up a Twitter account for a recent conference and turned on auto-following. We got over 1/2 the delegates to follow us so we could ask questions throughout the day, and we encouraged them to text in feedback, ideas, comments, inspirations. We were projecting their tweets onto the wall in the main room, and showing them on scrolling rss-tickers on all the other presentation projectors. It gave us a really useful 'gut reaction' form of feedback, that massively complemented the evaluation form feedback - and allowed us to adapt parts of the event on the basis of instant feedback.” http://onlinefacilitation.wikispaces.com/Twitter+Collaboration+Stories Design an Experiment Let’s practice with Twitter as a Kehilliyot community! •Sign up for Twitter if you don’t yet have a username. •Add your username(s) to the Technology Addresses list on the Kehilliyot wiki. •Choose some new people to follow. Then check out who those people are following to see who shares valuable content. •Set a personal goal for the amount of time you will spend listening and how often you will Tweet. •Pay attention to challenges and successes of using it. •Pay attention to what other people are doing. •Let’s agree on a hashtag we can all use for tweets of interest to Let’s Kehilliyot members - #kehilliyot Resources on the Kehilliyot Wiki •Click Twitter Resources in the navigation menu. •Read “How Kehilliyot Members Are Using Twitter” •Links to lots of great articles and blog posts about Twitter •Links to free tools that can help you manage and use Twitter more effectively •Technology Addresses page lists usernames for all Kehilliyot members on different social networks to make it easy to find everyone. Please update your listing if necessary.