Twitter Wake Up Call

Darlene Fichter University of SaskatchewanJeff Wisniewski, University of Pittsburgh

Computers in LibrariesMarch 10, 2016

Twitter wake-up call

Twitter: From Hype to Right

Twitter has a hit a tipping point

When a communication medium becomes so ubiquitous and has immediate live impact on your community, a presence is essential for proactive and reactive reasons.

Why your library needs Twitter

Why Twitter now?• Open versus closed “book”

• Searchable - conversational search engine

• Twitter breaks the news

• Direct channel to community (radio, tv station)

• Viral

Raw NumbersFacebook Twitter

1.49 billion monthly active users844 million mobile daily active users1.31 billion mobile monthly active users83% users outside the US/ Canada

Data provided by Facebook.com

316 million monthly users80% active users on mobile77% users outside the U.S.500 million tweets sent per day

Data provided by Twitter.com

Looking Beyond the Raw Numbers• 49% of monthly Twitter users follow brands or companies

• Universally on the radar; 87% heard of Twitter, 88% heard of Facebook

• Twitter users are a source for Mass Influencers

• 25% of Twitter users are African Americans (approximately double the average for U.S. population)

7 Surprising Statistics About Twitter in America by Jay Baerhttp://www.convinceandconvert.com/social-media-strategy/7-surprising-statistics-about-twitter-in-america Facebook vs. Twitter: Which Is Best for Your Brand by Dominique Jackson Sept 15, 2015http://sproutsocial.com/insights/facebook-vs-twitter

Socio-Economic Differences

Facebook and Twitter – play to their strengths and demographics they serve and their reach to the audience you serve.

Both may be tools in your toolbox but they’re great in some unique ways.

Use Twitter proactively AND reactively

Proactive Organizations, companies and celebrities are using twitter as a news channel to announce new products, developments, retirements, etc.

Instead of just holding a press conference and hoping your message gets passed along by the news media, you can talk directly to your twitter followers, to the news media, and the wider community online and have your fans pass your message along.

Proactive “rockstar” moment Your library is a set for a scene from a Marvel movie:

One person tweeting about what's happening in the library on the set can engage everyone excited about the movie and the local tie in to your library

ReactiveFight misinformation

Communicate in a time of crisis or major disaster

Misinformation Storms

Either way internet hoaxes, rumors and misinformation can spread like wildfire online.

It's easier to stomp out a small spark than a full fledge forest fire

If you're part of the twitter community, you can engage with the tweets and clarify what actually occurred.

World Economic Forum Top 10 Global Issues - http://www.theguardian.com/commentisfree/2014/apr/24/tackle-spread-misinformation-online

“Moment of Crisis”Baltimore erupted in angry protests on the afternoon of Monday, April 27, following the funeral service for Freddie Gray, an African American man who died in police custody

Enoch Pratt Free Library

Tweets become news

http://www.mtv.com/news/2145044/baltimore-library-stays-open/

Power of Twitter● Immediate● Direct

○ not dependent on the media to tell your story○ you can speak directly to your followers

● Bi-directional● Viral

For Just In Time Moments

• Have Twitter just in case

Questions?

Jeff Wisniewski jeffw@pitt.edu

Darlene Fichter Darlene.Fichter@usask.ca