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Twitter for Good: Change the World One Tweet at a Time

Book Description

The official word from Twitter on how to harness the power of the platform for any cause.

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. In Twitter for Good, Claire Diaz Ortiz, Twitter's head of corporate social innovation and philanthropy, shares the same strategies she offers to organizations launching cause-based campaigns. Filled with dynamic examples from initiatives around the world, this groundbreaking book offers practical guidelines for harnessing individual activism via Twitter as a force for social change.

  • Reveals why every organization needs a dedicated Twitter strategy and explains how to set one

  • Introduces the five-step model taught at trainings around the world: T.W.E.E.T. (Target, Write, Engage, Explore, Track)

  • Author @claired is the head of corporate social innovation and philanthropy at Twitter, collaborating with organizations like Nike, Pepsi, MTV, the American Red Cross, charity:water, Room to Read, the Gates Foundation, the Skoll Foundation, the Case Foundation, National Wildlife Federation, Kiva, the United Nations, Free the Children, Committee to Protect Journalists, Partners in Health, FEMA, Ushahidi, The Acumen Fund

With more than 200 million users worldwide, Twitter has established itself as a dynamic force, one that every business and nonprofit must understand how to use effectively.

Table of Contents

  1. Cover
  2. Praise for Twitter for Good
  3. Title Page
  4. Copyright
  5. Dedication
  6. Foreword
  7. Preface
  8. Introduction
  9. Chapter 1: Be a Force for Good
    1. Corporate Social Innovation at Twitter
    2. The T.W.E.E.T. Framework
  10. Chapter 2: T (Target): Why Tweet?
    1. The Three Most Common Targets
    2. Information Accounts: Room to Read and Blackbaud
    3. The Personalized Account: National Wildlife Federation, Stop Bullying, and Room to Read
    4. The Fundraising Account: Twestival and Surfrider
    5. Which Target Is for You?
    6. Find a Role Model for Your Chosen Target
    7. Account Target or Campaign Target?
    8. Keep a Flexible Target
    9. What Will It Mean to Reach Your Goal?
    10. Top Questions About the “Target” Step
  11. Chapter 3: W (Write): Why You Should Tweet Like Kanye
    1. Joining Twitter, Getting Started, and Jumping on Mobile Tweeting
    2. The Written Word—Or, What You Can Learn from Kanye West
    3. Using Multimedia in Your Tweets
    4. Social Change in the Field
    5. Connect Your Target with Your Writing Strategy: Crushpad, Twitter, and Finding Your Followers
    6. A Meditation on Twitter for Global Good
    7. Top Questions on the “Write” Step
    8. Who Should Do the Tweeting at Your Organization?
  12. Chapter 4: E (Engage): Tools to Win
    1. Built-in Functionality You Should Be Using
    2. #Jan25
    3. Using Twitter in Haiti
    4. Using Twitter in Japan
    5. Tweets as Data: The Present and Future of Crisis Mapping
    6. Top Questions About the “Engage” Step
  13. Chapter 5: E (Explore): Finding Everybody, and Bringing Everybody to You
    1. Finding Yourself
    2. Finding Key Endorsements and New Leads
    3. Finding New Supporters
    4. The Power of Search and Promoted Tweets for Good
    5. New Examples of Success
    6. Top Questions on the “Explore” Step
  14. Chapter 6: T (Track): Making Sure You've Hit Your Mark
    1. Do You Remember Your Target?
    2. Lessons Learned from a Twitterthon
    3. The Twitter School
    4. Top Questions on the “Track” Step
  15. Chapter 7: Applying the T.W.E.E.T. Framework
    1. Case Study 1: Inua
    2. Case Study 2: Viva
  16. Conclusion
  17. Top Questions Reference List
    1. Chapter 2
    2. Chapter 3
    3. Chapter 4
    4. Chapter 5
    5. Chapter 6
  18. Resources
  19. Acknowledgments
  20. About the Author
  21. Index