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Twitter addiction?

@jordigraellswww.graells.cat

Training session about for organizationsBarcelona, 29th March of 2010

This work is subject to a Creative Commons Attribution 3.0 licence. It allows the reproduction, distribution, public communication and transformation to generate a derivative work, without any restriction providing that the author is always cited (Jordi Graells Costa) and this licence does not contradict any specific licence that an image within this report might have and the rights of the image prevail. The complete licence can be consulted at http://creativecommons.org/licenses/by/3.0/es/legalcode.ca.

2 “Twitter addiction?” Barcelona, 29th March of 2010 Jordi Graells Costa. CC BY 3.0

1. What is Twitter?

Twitter is a social networking platform for publishing short text messages (up to 140 characters) and communicating with users via web browsers and mobile telephones.

The communication is open on the Internet and there are social networks arising from the users that follow it.

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2. Twitter Galaxy

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Twitter is the web platform, the infrastructure.

The users use multiple applications to manage the editing and publication of messages (like Hootsuite, TweetDeck, Twitterrific, Echofon, Mixero, Twitux and GTwitter), for transmitting images (Tweetphoto, Twitpic, etc.), for mobiles (Uber Twitter, Open Break, Seesmic, etc.), for metrics (Twitalyzer, etc.)

“Twitter addiction?” Barcelona, 29th March of 2010 Jordi Graells Costa. CC BY 3.0

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3. Types

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These are the basic Twitter mailboxes (profiles):

- Personal

- Corporate, those used by organisations. In this presentation we will focus on this type of mailbox, corporate mailboxes.


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4. Uses

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For organisations, Twitter is a tool suitable for:

- communicating various types of information (incidents, warnings,emergencies, meeting agendas, invitations, human resource recruitment, etc.)

- informing of new services, articles, publications, posts, press releases, etc.

- for broadcasting events

- for chatting and collaborating, namely, for creating a social network


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5. Elements:Structure of a tweet

Text + shortened link + #hashtag

Twitter Accounts of the Catalan Parliament http://ow.ly/1nfaU #ogov

Music in Creative Commons http://ow.ly/1qF9h #cc


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5. Elements:Tweet text

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The information must be short, accurate and concise. It must be properly composed according to the linguistic criteria and graphical conventions (typographical syntax etc.) currently in force in the organisation.


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5. Elements:Link

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The links bring added value to the tweet. They must be selected and the trustworthiness of the source checked (examine the author and their history, check the authority of websites, tending towards content from organisations and not so much towards individuals with very personal opinions, etc.).


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5. Elements:Hashtag

The hashtag denotes the tweet’s topic and it must be short. It is preferable to use those that already exist on Twitter (check which are in use via Twitter’s search engine http://search.twitter.com, for example, ‘administració’).

The hashtags are used to recover information quickly. We can search and filter content using the hashtags, collaborate and share information. They are also an indicator of the most important topics currently on Twitter.


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6. Retweets RT

1. RT + @nameofretweetedprofile + text + shortened link + #hashtag

RT @Odilas The Global Information Technology Report 2009-2010http://ow.ly/1r6CK #tech

2. Retweeting directly from Twitter and therefore this icon appears

Retweets are tweets from other people or organisations that are published again. They encourage conversation. We can retweet in two ways. The first is to use the initials RT and the tweets have a maximum length of 125-130 characters (according to how many characters in the profile name).



7. Network: follwings and followers

The tweetsphere (network of people on Twitter) is made up of the users that we follow (followings) and those who follow them (followers). As a general rule, we also call those who follow our profile ‘followers’.

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7. Network: Managing the followingsusing lists

To manage this communication better, we need specific lists of people or organisations that we should follow more closely because their activity matches our profile well.



7. Network: measuring the impact

www.twitalyzer.com

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8. Examples

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Twitter, social networking paradigm



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For example, this hospital’s lip dub for prevention of breast cancer. They dance throughout the whole video. If they attract amillion clicks, they will receive a large donation.

What do you think? Is it a good way for an organisation to publicise what they do? How long before we see this in our organisation?


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Video of the wedding of Jill Peterson and Kevin Heinz (July 2009). They come in dancing to the rhythm of ‘Forever’, the song by Chris Brown, and they make a great recording. The one for the divorce is good too :P

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Results €- In one week there have been 10 million hits for the video. Now they are up to 46 million!

Brown’s recording company discovered the infraction via Content ID but decided, instead of removing it, to capitalise on the event and to make a profit from the popularity of the wedding. They inserted adverts and a link to the shop to buy the song.

What did they achieve?

- In one week the number of copies sold rose from 30,000 to 50,000.

- The song went from 9th to 4th position on iTunes.

- Visits to Brown’s official video increased 2.5 fold.

More information: Ciberpaís issue no. 596, 25 March 2010


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Some conclusions:Network organisations

We are moving towards a fluid society where people and organisations interact via networks.

Milestones are reached not via systems relevant up to now (like authority, division of labour, hierarchy, etc.) but instead by means such as persuasion, collaboration, community involvement, ‘social’ values, etc.


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Why are social networks important?

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Time required to gather an audience of 50 million:

- Radio: 38 years

- TV: 13 years

- Internet: 4 years

- A social network: in 11 months, 100 million users

Social networks are the number 1 activity on the Internet.

Source: ‘Social networks at Madrid Network’ Álvaro de Arenzana. Madrid, November 2009 www.madridnetwork.org


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Social networks: the Gary count

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Garys Social Media Count © Gary Hayes . CC BY-NC-ND 2.0

In 1 minute, social networks produce all of this:


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Which social networks do we use?

Twitter and Facebook: general social networks that encourage people to interact.

Linkedin: vertical social network for networking using professional contacts and collaboration of organisations (companies and administrations).

Google: beginning from the multiple search functionalities combined with sets of other applications (galaxy of ‘apps’).

Other repositories and tools for file-sharing videos, images, presentations and documents in the web: Youtube, Flickr and Slideshare.


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Profile of Twitter users

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Men (75%), between 21 and 30 years’ old (56%), bloggers (83%), associated to the world of the internet and ICTs (72%), those who use the tool for professional interests (52%).

Source: ‘Social networks at Madrid Network’ Álvaro de Arenzana. Madrid, November 2009 www.madridnetwork.org


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Thank you!For comments: www.graells.cat o twitter.com/jordigraells.

More info: www.slideshare.net/jordigraells

@jordigraellswww.graells.cat

This work is subject to a Creative Commons Attribution 3.0 licence. It allows the reproduction, distribution, public communication and transformation to generate a derivative work, without any restriction providing that the author is always cited (Jordi Graells Costa) and this licence does not contradict any specific licence that an image within this report might have and the rights of the image prevail. The complete licence can be consulted at http://creativecommons.org/licenses/by/3.0/es/legalcode.ca.