Twitter

There is bound to be overlap in the articles but if we could divide up the information under these two headings regardless I think it would be helpful in the end for our presentation and write up.
 * TWITTER CASE STUDIES**

Here are a few articles containing examples of successful twitter use by NPOs- there's bound to be useable case studies amongst these.

http://mashable.com/2009/03/19/twitter-nonprofits/ http://www.slideshare.net/AmySampleWard/twitterorg-twitter-for-nonprofit-organizations http://www.frogloop.com/care2blog/2009/4/6/successful-organizations-on-twitter-wellstone-action.html

big list of NPOs on Twitter- http://twitterpacks.pbworks.com/Non-Profits

___ Rough copy of Twitter case study - All points are there, this version just needs more case study examples. And editing.


 * INTRO**

Twitter is a web-based communication utility which allows its user to communicate with others using **140 character messages known as ‘tweets’**. Through a process of selecting other users to ‘follow’, and having their own tweets followed, a Twitter user can build an **online community based on mutual interest in the content published in Twitter updates**, and can also engage in publicly viewable person-to-person communication. The communicative abilities of the Twitter platform " allow users to update and **share information in real time, self-select the types of** **information they find relevant, write and post reflections, and seek out the perspectives of others, giving rise to affinity groups that deepen the sense of community among members**, however virtual they might be" (Hewlett Foundation, 2008). Users can re-publish tweets they find relevant, redirecting the message to their own group of followers. Twitter posts can incorporate meta-information which will allow the poster to direct the message to specific users, and position them in search findings so they will be found by interested users. By directing pertinent, timely and interesting content towards a receptive audience, and in turn adressing or reusing the audience's own content, an NPO can develop a relationship with a community of Twitterers which will result in a more engaged and motivated audience. Better linkXXXXX

As is the case with its presence on Facebook, the American Red Cross has managed to take advantage of Twitter's communicative potential to establish an extensive group of informed and committed followers who are receptive to their message and who provide a valuable source of information, monetary support, and volunteer participation. As of Mar. 16, their messages were being received by 97, 604 followers, and are **updated frequently, often multiple times a day**. These **messages address ongoing releif campaigns, provide links to news articles, and giving direction on how to collaborate with the organization**. This sustained level of useful communication allows the ARC to retain and grow its follower base, who will contribute to the dissemination of their message and engagement in their volunteer-based activities.

For a strategically-oriented non-profit organization, Twitter's person-to-person discussion-based abilities are less useful than the site's ability to organize feeds according to their content subject, creating 'lists' of related information sources. A **twitter user is able to categorize their feeds according to the nature of their content**, placing themselves in a communicative space where they and others "bring their offline interests, needs, and aspirations into the online world and create exchanges that are mediated by structures of social relevance" (Greenberg and MacAuley, 2009), namely the organization and its social efforts. This means that the **messages of a charitable NPO will often appear with those of individuals and groups who are posting information about related topics**, creating a connection between them which can be used for "networking, information sharing, and community building among like-minded philanthropists" (Hewlett Foundation, 2008). Situating the NPO's feed within this philanthropic dialogue “allows them to become a news source about their issue and geographic area” ([]). This places the NPO's Twitter outlet in a discursive role in the online discussion, taking part in an interactive community centred around the discussion and support of a cause. The organization can incorporate Twitter's information distribution technologies "to grow and strengthen their networks. These are, after all, relationship-driven organizations; online communities... offer a new way of harnessing existing loyalty and passion' (Greenberg and MacAuley, 2009) By becoming recognized as a stimulating and authoritative source of relevant information on a specific topic, the NPO's Twitter feed can develop an engagement with its followers based on its provided content and can become a fixture in their online communication. The act of **continuously supplying useful, topical content will solidify the NPO's relevance to the user seeking related information, identifying it as an important source and ensuring a continuing relationship with the user**.

CASE STUDY EXAMPLE- Directed communication, non discussion based ie- targeted dissemination of news

Twitter's messaging technology incorporates functions which further its interactive abilitities in outgoing communication, as well as providing this ability to topically refine and target its feeds of incoming information. By using simple commands within the message, the NPO can target specific individuals or discussion threads for inclusion in their communications. The '@Reply' function (**typing @ and the username of the desired Twitterer at the beginning of a message) directs a message at a specific individual, drawing their attention and inviting their participation in dialogue, while the message remains publicly visible**. By doing this, the NPO can disseminate information to those who ask for it or to those it knows are seeking or interested in the information, while **encouraging a dialogic relationship with its stakeholders.**

The presence of this tag in a message can also denote the user's participation in an ongoing discussion. The presence of conversations on Twitter establishes the NPO as an dynamic organization which interacts with its members, and encourages involvement among users who were not directly involved in the discussion. A stimulating message will encourage a user to click on the '@reply' in order to read the original poster's messages, and those which follow the NPO's response. If they so choose, the user can then participate in the discussion, strengthening their relationship with the NPO and establishing connections with other members of the NPO's discursive community. Problogger.com columnist Darren Rowse points out that in addition to iincreasing the interactivity of its web presence, NPO participation in Twitter dialogue has the significant benefit of increasing the visibility of its Twitter feed, as "every time you reply to someone and have them reply to you, your Twitter ID appears in the feeds of others which exposes you to potentially thousands upon thousands of other Twitter users". Twitter conversations provide the NPO with a means of strengthening discursive relationships with their exisitng stakeholders, and can be extremely effective in finding new ones.

XXX Case study example- Developed conversation between NPO and users on Twitter, preferably showing participation by users other than those who initiated the convo

Twitter incorporates other messaging features which allow an NPO to position their feed in order to increasecrease the visibility of its participation in discussion of issues known to be popular topics, and signal their organizational involvement in the related issues. The **'hashtag' feature groups post from across Twitter based on the presence within the messages of a common keyword** with the '#' sign in front of it. The presence of this keyword causes the message to be compiled in a list of messages also containing that hashtag. **Twitter allows the creation of new hashtags, and permits tracking of existing tags. This enables the NPO to determine what issues and events are being widely discussed, allowing it to tailor their Twitter content to appeal to the largest receptive audience**, and to capitalize on trends in public opinion and mobilization. By hashtagging appropriately, an NPO can ensure that their messages will be accessed by a receptive audience who is more likely to use and be engaged by the topical information they contain.

XXXX^^^ Case study of hashtags- ARC- #Haiti tag?

One of the most relevant aspects of Twitter is the constant presence of new information- the technology has become synonymous with real-time publishing and the immediate dissemination of information as it becomes available. In order to effectively participate on Twitter, the user is expected to post more frequently than is the case with other social media, but this provides an NPO with the opportunity to more effectly establish themselves as a meaningful source of information for other users. It has been observed that “ by getting donors and members to become Twitter followers and feeding them daily news stories, NPOs can build tight relationships with their supporters. They can get their followers to virtually live in the reality that NPOs work in every day “ ([]) XXXXXXXX. The frequency and format of Twitter based communication allow an NPO to present a current and informative depiction of their mission and efforts. By providing followers with a constant source of information about the organization and its central issues, the NPO maintains a discursive presence in the user's twitter feeds and promotes itself as an active and relevant participant in the philanthropic field of their interest. The constant provision of interesting and useable information facilitates a user's relationship with the NPO's Twitter 'voice', and allows the NPO to convey an image of itself that shows it as a successful organization which is deserving of continued interest and support.

The American Red Cross' Twitter page demonstrates the amount and variety of posted content required to attract and retain an interested group of followers. They provide a consistently updated source of information related to the organization and its field that will engage the user and encourage their continued attention. The ARC twitter feed supplies a constantly-growing source of information which will retain user interest and stimulate their interest and involvement with the organization and its field of work. Content of the messages adresses issues of high contemporary relevance such as the numerous recent natural disasters occuring around the world, which are likely to be of interest to their followers and to outside twitterers seeking information. Information on these issues can be provided through links to third party sources, as was the case with the ARC's tweet from Feb. 27th 2010, directing followers to an NBC news report of Tsunami waves in Hawaii following the Chile quake. The ARC also provides this sought after information by connecting users to its own institutional sources, as was the case in its March 1st tweet, directing users to video and twitter accounts of Haitian aftershocks provided by ARC volunteer Matt Morgan. By constantly making valuable, up to date content available to those who are actively interested in an issue and are seeking related information, the American Red Cross develops a relationship with its followers, solidifying its continuing importance as a news source, demonstrating the environment in which it operates and the necessity of its involvement, and showing itself as an effective philanthropic agency which would be worthwhile beneficiary of the user's support.

The Twitter user is free to include whatever subject matter they wish in their messages, but there are certain types of information that can be included in the message which have been found to be more successful in terms of inciting user participation and extending the 'range' of the organization's communication.

One way in which an NPO can increase the attractiveness of its Twitter feed is by including content from third-party websites which will alow the NPO to Xxcreate/AdvertiseXX itself as a specialized new source, connecting the user to sources of up to date and relevant information relating to the organization and its mission. The NPO's Twitter feed becomes an access point through which the user is able to receive specialized information about the organization's mission that they would not otherwise have been able to retrieve. The inclusion of useful, interesting linked content has the added benefit of being more likely to be 'retweeted' to a users own list of followers. Retweeting extends the communicative range of the message, disseminating it beyond the NPO's own community of followers into unconnected user networks. The message reaches a new audience, and can attract new followers to the Twitter feed, as interested users are able to follow the retweeting tag back to the Twitterer who originally posted it. The frequent retweeting of the NPO's linked content give it a presence in otherwise inaccesible user groups, and can lead to a user choosing to follow the organization's feed if they often find it useful.

XXXX^^^ CASE STUDY EXAMPLE

The interactivity of the NPO's Twitter feed can be increased with the use of third-party applications which can be incorporated into the message. One of the most useful and popular of these is 'Twtpoll' (XXXXLINK), an application whichh allows the Twitter user to link their message to an easily created poll. The format of the poll allows for rapid collection of information as it is needed, and Twitter polls have been shown a high level of user participation which makes them "effective for a variety of reasons including the real time feedback and mass, yet relevant, reach that can be achieved" (Top Rank Marketing Blog http://www.toprankblog.com/2010/01/twitter-tips-polls/), making them an excellent source of data which is useful to the organization's efforts. Inclusion of polls also strengthens the dialogical relationship between the NPO and the user, and can provide a means of generating feedback from online stakeholders in order to improve or amend their operational practices. This inclusion of individuals in the NPO's steering process can increase stakeholder confidence in the organization and strengthen their engagement in its efforts (Goecks et all, 2008).

XXXXXX^^^^ CASE STUDY EXAMPLE OF POLLS (pref. Twtpoll) OR OTHER 3rd PARTY INTERACTIVE APPS

Literature discussing volunteer participation and charitable donating frequently identifies the disclosure of concrete details concerning an NPOs expenditures and operations as being necessary to creating stakeholder confidence and participation. The Hewlett Foundation's report on NPO information access (2009) found that participants "say their decision to make subsequent donations depends heavily on their ability to determine the impact of their gift and achieve a better social return on their gift". In liught of this desire for performance and impact based information, the NPO must demonstrate that they are using their resources responsibly, and that donations and volunteer work are having a positive and discernable effect. The organizational Twitter feed provides an excellent means of informing stakeholders as to what activities the organization is currently involved in, and can be used to effectively disseminate detailed accounts of the NPO's direct involvement in the field. This type of information can prove especially compelling to Twitter users, particularily when it includes statistical information. The Twitter platform is particularly well suited to this area of NPO communication, as it allows the disclosure of information as it occurs. The continuous 'narrative' of the organization's efforts and challenges emphasizes that mission as ongoing and imprtant, and provides a space where the NPO can show proof of their effectiveness within their fielfd. Frequent accounts of successful campaigns or events which detail the organization's responsible use of its resources allow the NPO to portray itself as actively working towards its objective, and demonstrate a tangible relationship to the stakeholder between their contributions and the organization's achievements. This can increase confidence in the organization and its mission, and serves as incentive for further participation. XXXX CASE STUDY feb 25 map of RC ops in Haiti, or / and tweet re 5000 jerry cans and 50000 in aid to chile

XX make sure to include mention that Twitter is more DISSEMINATION and ENGAGEMENT based, not DISCLOSURE per se

How to

- Number of tweets a day- [] **-. Tweet powerful stats related to your organization's mission.** A surprising or shocking stat or factoid can be very powerful on Twitter because some people will be compelled to ReTweet the stat. Example: @[|gorilladoctors] Only 740 mountain gorillas remain on Planet Earth. Sad, but true and definitely ReTweet worthy to animal lovers and activists. If you work in close partnership with other nonprofits, then Favorite one of their Tweets. Favorite your funders or donors if they are in Twitter. In these early days of Lists (November 2009), most nonprofits are using them to help organize Twitter chaos. The Humane Society of the United States has created a [|list of partner humane societies]. The AFL-CIO is organizing [|AFL-CIO Unions] via Lists. And [|Nonprofit Daily] is doing a great job of utlizing Lists to organize nonprofits. All very useful, but the Lists do not have a lot of followers and I don't think they ever will. That is Twitter Listing 101. The next step is to use Lists a little more strategically. Not just to organize your followers and partner organizations, but rather to create Lists that people want to be on. Make a donation. Get Listed. Become a Volunteer. Get Listed. Try to think about Lists that you can create that people want to be on. Also, make sure you give your Followers [|ideas] on how they can help your organization by utilizing Lists! Over the years I have been consistently surprised by how many people will subscribe to my e-newsletter or mobile list once asked on a social media site. But not until I asked. I have tabled a number of events over the years asking people to sign up for e-mail newsletters, and the number of subscribers I get from social media trumps tabling any day of the week. Example Tweets: Text NONPROFITORGS to 41411 to receive text alerts (2-3 monthly) from Nonprofit Tech 2.0! Thanks!Sending out my Web 2.0 Best Practices e-Newsletter on Wednesday. To receive a copy, please subscribe! [] When Tweeting stats, polls, photos and videos make them more eye-catching and ReTweetable by adding [CAPS] at the beginning of the Tweet [] -calls to action: **Create Urgency** Use discrete measurements of time in your call to action. Phrases like "click now" or "try our software today" give the user an understanding of how easy and immediate the action will be. Concrete digits including prices make the action very specific for the user and in nearly every case I've seen test very well. Make your call to action as specific as possible. Tell the user exactly what you want them to do and how. Avoid vague generalities and instead tell them to click, sign up, contact us or download. []
 * -Use Lists to build relationships with donors, volunteers, partner organizations, etc.**
 * -Ask your followers to subscribe to your e-Newsletter and Mobile Lists.**
 * Use Numbers**
 * Indicate a Specific Action**

What Should You Tweet About?
//What Should You Tweet About? In this guest post Michael Martine from// //[|Remarkablogger]// //shares some thoughts on the topic. Follow Michael on Twitter// //[|@remarkablogger].// You’d think coming up with 140 characters would be easy. Twitter requires us to think differently about how to provide value. In approaching any kind of social media (and you could argue this includes blogging, too), I believe the two winning strategies are to provide value and engage with people. There is no one-size-fits-all tactic to support these strategies, but here’s how I answer the question “what do I tweet about?”
 * [|63]

Know what your followers want
I won’t assume that what your followers want are the same things my followers want, but I think it’s safe to say that most people on Twitter want to: In other words, people like to have a good time, have their egos stroked, and be part of a group. If your tweets meet these “Twitter needs”, you’ll grow your followers naturally and accomplish the goals you have for using Twitter (fun, marketing, whatever).
 * Get cool links to click on (and distract them from the work they’re supposed to be doing [[image:http://www.twitip.com/wp-includes/images/smilies/icon_wink.gif width="15" height="15" align="bottom" caption=";)"]] ).
 * Get something worth replying to and having a conversation over.
 * Get something worth retweeting to their own followers.
 * Feel closer to others they like.

Give your followers what they want
With the above points in mind, here are some ways to do this that really answer the question “What should I tweet about?” http://www.twitip.com/what-should-you-tweet-about/
 * Share links to cool stuff your followers will like. You’ll know if you’re on the mark because you’ll get positive feedback in the form of replies, retweets, and direct messages. Sometimes these links should be a link to your own posts, but mostly they should be links to other stuff.
 * Engage your followers directly: ask [|questions], throw a statement out there, do something to trigger a conversation. Directly addressing something someone else has tweeted with your own reply is a good way to do this, since the other person is almost sure to reply back to you. Often, tweeting a cool link will do this, but consider tweeting a [|great quote] or an [|opinionated statement].
 * Send direct messages just to say hello or to thank someone who retweeted a tweet of yours. Direct messages bring you closer to your followers. It’s amazing what can be accomplished by simply asking someone how they are.
 * Retweet others when they post tweets you like and want to share. The more you help others, the more they help you, so retweet liberally (but not exclusively).
 * Use multimedia tools, such as [|Utterli], [|TwitPic], or [|12 Seconds] to bring some variety to your tweets. People love to look at pictures, and short audio clips and videos are not a prohibitive time investment.

ROUND 1) (Who has had success with twitter, why should they use this site?)

ROUND 2) (How others have used it to have success, what works)

http://nonprofit.about.com/od/socialmedia/a/twittertips.htm