Twitter for Good: Change the World One Tweet at a Time - Hardcover

Diaz-Ortiz, Claire

Hardcover

ISBN 10: 1118061934 ISBN 13: 9781118061930

Publisher: Jossey-Bass, 2011

Synopsis

The official word from Twitter on how to harness the power of the platform for any cause.

As recent events in Japan, the Middle East, and Haiti have shown, Twitter offers a unique platform to connect individuals and influence change in ways that were unthinkable only a short time ago. In Twitter for Good, Claire Diaz Ortiz, Twitter’s head of corporate social innovation and philanthropy, shares the same strategies she offers to organizations launching cause-based campaigns. Filled with dynamic examples from initiatives around the world, this groundbreaking book offers practical guidelines for harnessing individual activism via Twitter as a force for social change.

• Reveals why every organization needs a dedicated Twitter strategy and explains how to set one
• Introduces the five-step model taught at trainings around the world: T.W.E.E.T. (Target, Write, Engage, Explore, Track)
• Author @claired is the head of corporate social innovation and philanthropy at Twitter, collaborating with organizations like Nike, Pepsi, MTV, the American Red Cross, charity:water, Room to Read, the Gates Foundation, the Skoll Foundation, the Case Foundation, National Wildlife Federation, Kiva, the United Nations, Free the Children, Committee to Protect Journalists, Partners in Health, FEMA, Ushahidi, The Acumen Fund

With more than 200 million users worldwide, Twitter has established itself as a dynamic force, one that every business and nonprofit must understand how to use effectively.

About this title

Review:

Author Q&A

Author Claire Diaz-Ortiz

Who is Twitter for Good for?
Twitter for Good is for organizations of all sizes who want to make a difference in the world using the Twitter platform. Whether you are a Fortune 500 company or a small non-profit organization, you can use the tools in Twitter for Good to catapult your message to the world.

What is the T.W.E.E.T. framework?
The T.W.E.E.T. framework is a model I developed to show how to excel on Twitter. I teach it to organizations and individuals around the world because it works. The obvious acronym also rocks.

T = Target: You can’t get anywhere on Twitter if you don’t have a target (or goal). The most common goals on Twitter can be achieved through one of three types of accounts—the Information Account, the Personalized Account, and the Fundraising Account (otherwise known as “The Direct Ask Account”)—all of which I describe in detail in the book.
W = Write: It’s time to send your first Tweet, whatever it may be. Now send your second. Stop editing yourself and let it flow. Do it like Kanye to really win.
E = Engage: Unless you’re Kanye, the world won’t come running the second you send your first Tweet. Engage with others to get them to see you, listen to you, and interact with you. From hashtags to @replies, Twitter offers tons of tools to help you do so.
E = Explore: Reach outside yourself to expand your world. Search for your interests. Search for your name and brand. And search for new influencers. Twitter is about relationships, and it’s time to start building them.
T = Track: You won’t know if you’ve met your target unless you’re tracking it. Are you?

What is #Twitter4Good?
In 2011, I hosted a workshop at South by Southwest that aimed to come up with some tangible ways that Twitter could better support the individuals and organizations already using the platform to make a difference in the world. One of the takeaways was the need for a new hashtag to highlight and share important cases of Twitter being used to change the world. (Hashtags make it possible for people to search for relevant Tweets on topics that matter to them.) The hashtag we created was #Twitter4Good, and it turned into the title of this book.

Given recent events in Japan and Haiti, how is Twitter’s use around the world evolving?
Twitter’s use in the world is expanding at startling rates, and the use cases are becoming increasingly more diverse and creative. Every day, I work with individuals sending Tweets from the unlikeliest of places: earthquake survivors sending Tweets from mobile phones in Haiti and Japan, volunteers tweeting information following volcanic eruptions in Indonesia, citizens tweeting in the midst of civil unrest in the Middle East, etc. Users have come up with incredible ways to use the platform, and each day I hear about new, innovative ways people are using Twitter to change the world.

From the Back Cover:

Praise for Twitter for Good

"Twitter's a very effective tool for getting the word out fast to lots of people, from the everyday mundane to the genuinely world-changing. #Twitter4Good helps you figure out how to use Twitter to drive any campaign and make real things happen. It provides focused direction and real-life examples."
—@craignewmark, Craig Newmark, founder of Craigslist, Inc.

"Strategic, thoughtful, and thorough, #Twitter4Good will teach you how to make Twitter a driving force in any campaign."
—@aaker, Jennifer Aaker, coauthor, The Dragonfly Effect, and professor, Stanford University Graduate School of Business

"Using Twitter, social causes can quickly amplify their voice andcatalyze massive change. But one has to know how to use it effectively. Claire DÍaz-Ortiz is one of the best at showing you how."
—@johnwoodRTR, John Wood, founder, Room to Read, and author, Leaving Microsoft to Change the World

"#Twitter4Good is a must-read for any organization hoping tolay a strong foundation towards creating fresh and dynamiccampaigns involving Twitter and social media."
—@amanda, Amanda Rose, founder, Twestival

"Twitter is an enormously useful tool for our organization, and with#Twitter4Good, Claire has provided a clear, focused, important map forany person or organization who wants to create positive change intoday's world."
—@maxschorr, Max Schorr, cofounder, GOOD, Lead, GOOD/Corps

"#Twitter4Good is a must-read for nonprofits and causes that want to use Twitter for social change. It is filled with practical frameworks and great tips, and is fun to read."
—@kanter, Beth Kanter, coauthor, Networked Nonprofit

About this edition

• Publisher: Jossey-Bass
• Publication date: 2011
• ISBN 10: 1118061934
• ISBN 13: 9781118061930
• Binding: Hardcover
• Edition number: 1
• Number of pages: 224