Presentation given to

1. The T.W.E.E.T Method
for Effective Twitter Communications
BTV & SB Schools
October 24, 2012 @tursita
Social Media Workshop

2. @tursita
#btv
#vt
#highered
#food
#csr
#sustainability
#energy
#health
BTV & SB Schools
October 24, 2012 @tursita
Social Media Workshop

3. Who are you?
BTV & SB Schools
October 24, 2012 @tursita
Social Media Workshop

4. #SXSW
BTV & SB Schools
October 24, 2012 @tursita
Social Media Workshop

5. #debates
BTV & SB Schools
October 24, 2012 @tursita
Social Media Workshop

6. @twitter
How Twitter Stacks Up
66% use Facebook
20% use LinkedIn
16% use Twitter
12% use Pinterest
12% use Instagram
5% use Tumblr
(Source: Pew Internet & American Life
Project, 2012)
BTV & SB Schools
October 24, 2012 @tursita
Social Media Workshop

7. Who’s Using Twitter?
Young adults – Internet users ages 18-29
are more likely to use Twitter, but we’re
seeing growth, particularly among 30-49
year olds
African-Americans and Latinos – Minority
internet users are more than twice as likely
to use Twitter as are white internet users.
Urbanites – Urban residents are roughly
twice as likely to use Twitter as rural
dwellers.
The college-educated are also slightly more
likely than average to use the service.
(Source: Pew Internet & American Life Project, 2011)
BTV & SB Schools
October 24, 2012 @tursita
Social Media Workshop

8. BTV & SB Schools
October 24, 2012 @tursita
Social Media Workshop

9. BTV & SB Schools
October 24, 2012 @tursita
Social Media Workshop

10. THE T.W.E.E.T. METHOD*
*Method developed by Claire Ortiz-Diaz at Twitter
BTV & SB Schools
October 24, 2012 @tursita
Social Media Workshop

11. T (Target)
“Why are we on Twitter?
• “I have no idea.”
• “Someone set it up for me.”
• “Everyone else is doing it.”
• Waste of time & resources
INSTEAD…
• “To have meaningful
conversations with the
community.”
• “To listen.”
• “To share information.”
• Set goals!
Personal vs. org account
BTV & SB Schools
October 24, 2012 @tursita
Social Media Workshop

12. W (Write)
The power of the editorial
calendar.
• Framework (sections)
• Content buckets
• Events
• Meetings
• Annual reports
• Key decisions
• Fun
• Topics
• Think like an editor!
• Takes the pressure off so you
can talk about yourself & so
you can then talk to others
BTV & SB Schools
October 24, 2012 @tursita
Social Media Workshop

13. Let the right person write
BTV & SB Schools
October 24, 2012 @tursita
Social Media Workshop

14. Tweet often
BTV & SB Schools
October 24, 2012 @tursita
Social Media Workshop

15. Keep it short
BTV & SB Schools
October 24, 2012 @tursita
Social Media Workshop

16. Go beyond words – use multimedia
BTV & SB Schools
October 24, 2012 @tursita
Social Media Workshop

17. Go mobile – tweet on the go
BTV & SB Schools
October 24, 2012 @tursita
Social Media Workshop

18. Let it all hang out – be authentic
BTV & SB Schools
October 24, 2012 @tursita
Social Media Workshop

19. E (Engage)
@reply = a conversation w/ another user
Direct message = a private conversation
Retweet = re-posting a user’s tweet
MT = modifying a user’s tweet, then posting
QT = quoting auser’s tweet, then posting it
Hashtag = using the “#” in front of a word or
phrase. Twitter hyperlinks the hashtag,
connecting your tweet to others using the
same hashtag, like #BTV and #VT
Lists = way to categorize users you follow
BTV & SB Schools
October 24, 2012 @tursita
Social Media Workshop

20. Ways to engage
Ask questions
Connect others with resources
Respond to the good, the bad, but
evaluate the ugly
Monitor conversations
• Use a third-party tool, like
Hootsuite
Host a Twitter party, chat, or tweet-up
Promote your Twitter presence!
BTV & SB Schools
October 24, 2012 @tursita
Social Media Workshop

21. E (Explore)
On Twitter, you can connect with
anyone!
• Suggested Users List
Find influencers
• High follower count
• High engagement
• Highly followed lists
Automatic searches for keywords
Stay on top of trends and updates
• Trending topics
BTV & SB Schools
October 24, 2012 @tursita
Social Media Workshop

22. T (Track)
Quantitative
Qualitative
Self-reflective
ROI (where “I” = influence)
• Brand reputation
• Brand advocacy
• Participation Behavior
• Customer Service
BTV & SB Schools
October 24, 2012 @tursita
Social Media Workshop

23. Tracking for success
Quantitative Qualitative Self-Reflective ROI
# of tweets Topics tweeted Meet target? Reach of tweets
# of retweets Most retweeted Retweeted others? Retweets by
tweet influencers
# of followers Types of followers Aligns w/ strategy? New relationships
# of following Types of following Aligns w/ strategy? New relationships
# of @replies Nature of response Frequency & nature Action taken based
to tweets of response on conversation
# of @mentions Nature of Frequency & nature Action taken based
@mentions of response on conversation
# of DMs Nature of DMs Frequency & nature Action taken based
of response on conversation
BTV & SB Schools
October 24, 2012 @tursita
Social Media Workshop

24. Now you’re ready to tweet away!
Alexandra Tursi
@tursita
Senior Communications Specialist at UVM
alexandra.tursi@uvm.edu
BTV & SB Schools
October 24, 2012 @tursita
Social Media Workshop