Details

Foreword ix<br /> <i>by Biz Stone</i> <p>Preface xv</p> <p>Introduction 1</p> <p><b>Chapter 1</b> Be a Force for Good 3</p> <p><b>Chapter 2</b> T (Target): Why Tweet? 13</p> <p><b>Chapter 3</b> W(Write): Why You Should Tweet like Kanye 43</p> <p><b>Chapter 4</b> E (Engage): Tools to Win 75</p> <p><b>Chapter 5</b> E (Explore): Finding Everybody, and Bringing Everybody to You 117</p> <p><b>Chapter 6</b> T (Track): Making Sure You’ve Hit Your Mark 139</p> <p><b>Chapter 7</b> Applying the T.W.E.E.T. Framework 161</p> <p>Conclusion 191</p> <p>Top Questions Reference List 193</p> <p>Resources 195</p> <p>Acknowledgments 197</p> <p>About the Author 200</p> <p>Index 201</p>

<p>"Full of useful tools to make to make the most of this empowering medium." (<i>Green World,</i> May 2012)</p> <p>"A more engaging read for non-tweeting non-for-profit organisations seeking fresh inspiration to become one of the Tweeples." (<i>Financial Adviser,</i> December 2011)</p> <p>"Perfect for innovative leaders who want to use Twitter to achieve their cause-based aims." (<i>The Grapevine</i>)</p> <p>"Packed with dynamic examples from around the world, readers will find guidance and inspiration in harnessing the micro-site for good." (<i>Ethical Corporation</i>)</p> <p>"... filled with dynamic examples." (<i>Publicnet.co.uk</i>)</p> <p>"... easy-to-read guide which shows you how to connect with other people online while reaching your own personal goals." (<i>Fresh Direction</i>)</p>

<p><b>Claire Díaz-Ortiz</b> leads corporate social innovation and philanthropy at Twitter, Inc., and is a sought-after speaker on social innovation. Díaz-Ortiz is the cofounder of Hope Runs, a nonprofit organization operating in AIDS orphanages in Kenya, and owns Do Well Media. She holds an MBA and other degrees from Oxford and Stanford. She lives in the San Francisco Bay Area. <p>Find more information at <b>www.clairediazortiz.com</b> and on Twitter via <b>@ClaireD</b>.

<p>As recent events in Japan, the Middle East, and Haiti have shown, Twitter offers a unique platform to connect individuals and influence change in ways that were unthinkable only a short time ago. <p><i>Twitter for Good</i> is a groundbreaking book that contains the most effective tactics for tapping into the power of Twitter as a real-time information network. Claire Díaz-Ortiz, Twitter’s head of corporate social innovation and philanthropy, shares the same strategies she offers to organizations around the world. In her time at Twitter, Díaz-Ortiz has worked with such forward-thinking organizations as Nike, Pepsi, the United Nations, the American Red Cross, charity:water, Room to Read, Partners in Health, the Skoll Foundation, National Wildlife Federation, Kiva, and many, many more. <p>Filled with dynamic, global examples, <i>Twitter for Good</i> shows how the world’s top organizations use the power of Twitter to make a difference. Through Díaz-Ortiz’s T.W.E.E.T. model, which she developed to teach organizations how to excel on Twitter, she lays out the exact framework she teaches around the world. <p>Step by step, Díaz-Ortiz walks you through a proven process, showing you: <ul><li><b>Why your organization needs a dedicated Twitter strategy</li> <li>The 5-step process that delivers results</li> <li>Best practices for using Twitter to catapult your organization’s mission</b></li></ul> <p>With more than 200 million users world wide, Twitter has established itself as a dynamic force, one that every business and nonprofit organization must understand how to use effectively.

<p>"Twitter's a very effective tool for getting the word out fast to lots of people, from the everyday mundane to the genuinely world-changing. #Twitter4Good helps you figure out how to use Twitter to drive any campaign and make real things happen. It provides focused direction and real-life examples."<br />—<b>@craignewmark, Craig Newmark, founder of Craigslist, Inc.</b></p> <p>"Strategic, thoughtful, and thorough, #Twitter4Good will teach you how to make Twitter a driving force in any campaign."<br />—<b>@aaker, Jennifer Aaker, coauthor, <i>The Dragonfly Effect</i>, and professor, Stanford University Graduate School of Business</b></p> <p>"Using Twitter, social causes can quickly amplify their voice and catalyze massive change. But one has to know how to use it effectively. Claire Díaz-Ortiz is one of the best at showing you how."<br />—<b>@johnwoodRTR, John Wood, founder, Room to Read, and author, <i>Leaving Microsoft to Change the World</i></b></p> <p>"#Twitter4Good is a must-read for any organization hoping to lay a strong foundation towards creating fresh and dynamic campaigns involving Twitter and social media."<br />—<b>@amanda, Amanda Rose, founder, Twestival</b></p> <p>"Twitter is an enormously useful tool for our organization, and with #Twitter4Good, Claire has provided a clear, focused, important map for any person or organization who wants to create positive change in today's world."<br />—<b>@maxschorr, Max Schorr, cofounder, GOOD, Lead, GOOD/Corps</b></p> <p>"#Twitter4Good is a must-read for nonprofits and causes that want to use Twitter for social change. It is filled with practical frameworks and great tips, and is fun to read."<br />—<b>@kanter, Beth Kanter, coauthor, <i>Networked Nonprofit</i></b></p> <p>"#Twitter4Good is the quintessential handbook for Twitter newbies, social marketing pros, and curious executives alike. Claire packed this guide full of overarching principles, scalable models, practical tips, and real-world case studies, gleaned from an insider's perspective. She debunks the skeptics and clearly maps out how people, content, and technology come together to make a very real impact, 140 characters at a time."<br />—<b>@darbyDARNIT, Petri Darby, director of brand marketing and digital strategy, Make-A-Wish Foundation of America (@MakeAWish)</b></p> <p>"A marathon achievement! Packed with insights and wisdom. #Twitter4Good illustrates-simply and clearly-how Twitter can propel your business to completely new heights. ReTweet this!"<br />—<b>Raymond Nasr, early Twitter advisor and communications consultant</b></p> <p>"Giving is important to us all, and #Twitter4Good shows how to best use this exciting technology to share your social passions."<br />—<b>@LAAGiving2, Laura Arrillaga-Andreessen, author, <i>Giving 2.0,</i> and founder, Stanford PACS (Center on Philanthropy and Civil Society) and SV2</b></p> <p>"Twitter provides a direct line to your constituents, where through authentic engagement-listening, learning, conversing-you can build genuine relationships that drive real-world impact. Claire Díaz-Ortiz shows organizations how to make the most of Twitter to deliver maximum value for their organization and the world."<br />—<b>@lauramansfield, Laura Adams, digital lead of sustainable business and innovation, Nike</b></p> <p>"For most organizations, Twitter is a foreign language, feared and misunderstood. Claire Díaz-Ortiz has written the greatest translation that exists, turning Twitter into an effective and manageable tool for businesses around the world."<br />—<b>@unmarketing, Scott Stratten, author, <i>UnMarketing</i></b></p> <p>"Every non-profit and social justice organizations knows now that they need social media to support the work they do. What's still unclear for many is the 'how'-what to say, when to say it, and how to know if it's working. Claire Díaz-Ortiz removes the mystery of tweeting for good. Her nuts-and-bolts guide is indispensable for beginners and experts alike."<br />—<b>@randomdeanna, Deanna Zandt, media technologist and author, <i>Share This!</i></b></p>

US