Silver Medal Winner, Social Networking, 2012 Axiom BusinessBook AwardsSilver Medal Winner, Business and Leadership, 2012 Nautilus BookAwards
The official word from Twitter on how to harness the power ofthe platform for any cause.
As recent events in Japan, the Middle East, and Haiti haveshown, Twitter offers a unique platform to connect individuals andinfluence change in ways that were unthinkable only a short timeago. In Twitter for Good, Claire Diaz Ortiz, Twitter’shead of corporate social innovation and philanthropy, shares thesame strategies she offers to organizations launching cause-basedcampaigns. Filled with dynamic examples from initiatives around theworld, this groundbreaking book offers practical guidelines forharnessing individual activism via Twitter as a force for socialchange.
- Reveals why every organization needs a dedicated Twitterstrategy and explains how to set one
- Introduces the five-step model taught at trainings around theworld: T.W.E.E.T. (Target, Write, Engage, Explore, Track)
- Author @claired is the head of corporate social innovation andphilanthropy at Twitter, collaborating with organizations likeNike, Pepsi, MTV, the American Red Cross, charity:water, Room toRead, the Gates Foundation, the Skoll Foundation, the CaseFoundation, National Wildlife Federation, Kiva, the United Nations,Free the Children, Committee to Protect Journalists, Partners inHealth, FEMA, Ushahidi, The Acumen Fund
With more than 200 million users worldwide, Twitter hasestablished itself as a dynamic force, one that every business andnonprofit must understand how to use effectively.
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About the Author
Claire Diaz-Ortiz leads corporate social innovation andphilanthropy at Twitter, Inc., and is a sought-after speaker onsocial innovation. Diaz-Ortiz is the cofounder of Hope Runs, anonprofit organization operating in AIDS orphanages in Kenya, andowns Do Well Media. She holds an MBA and other degrees from Oxfordand Stanford. She lives in the San Francisco Bay Area.Find more information at www.clairediazortiz.com and on Twitter via@ClaireD.
Table of Contents
Foreword ixby Biz Stone
Chapter 1 Be a Force for Good 3
Chapter 2 T (Target): Why Tweet? 13
Chapter 3 W(Write): Why You Should Tweet like Kanye43
Chapter 4 E (Engage): Tools to Win 75
Chapter 5 E (Explore): Finding Everybody, and BringingEverybody to You 117
Chapter 6 T (Track): Making Sure You’ve Hit YourMark 139
Chapter 7 Applying the T.W.E.E.T. Framework 161
Top Questions Reference List 193
About the Author 200
Most Helpful Customer Reviews
If you are trying to serve the world using twitter or other forms of social media this book is required reading Diaz is able to break down the complexities if strategy and outreach using real case studies and practical tips
This book is great it is great to make a change.
disappointed with intent. vague
The book is primarily for organizations, wanting to know how to use twitter, as a marketing tool. The book debates about writing your own twitter tweets, or hiring a professional to do it. The book, contains many stories, about organizations and people, who connected through the twitter headquarters. In many ways, the book, fills like one big promo. The book came free, so, what do I expect? what would have been helpful for me is for the author to talk about such things, as, hashtags. what are they and how do they help you market your product or organization? The book, sits on my reference shelf, but, I doubt I will need to refer it again. One can find more helpful information on twitter, as twitter has it's own twitter!