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

ISBN: 978-1-118-06193-0
224 pages
August 2011, Jossey-Bass
Twitter for Good: Change the World One Tweet at a Time (1118061934) cover image

Silver Medal Winner, Social Networking, 2012 Axiom Business Book Awards
Silver Medal Winner, Business and Leadership, 2012 Nautilus Book Awards

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.

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Foreword ix
by Biz Stone

Preface xv

Introduction 1

Chapter 1 Be a Force for Good 3

Chapter 2 T (Target): Why Tweet? 13

Chapter 3 W(Write): Why You Should Tweet like Kanye 43

Chapter 4 E (Engage): Tools to Win 75

Chapter 5 E (Explore): Finding Everybody, and Bringing Everybody to You 117

Chapter 6 T (Track): Making Sure You’ve Hit Your Mark 139

Chapter 7 Applying the T.W.E.E.T. Framework 161

Conclusion 191

Top Questions Reference List 193

Resources 195

Acknowledgments 197

About the Author 200

Index 201

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Claire Diaz-Ortiz leads corporate social innovation and philanthropy at Twitter, Inc., and is a sought-after speaker on social innovation. Diaz-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.
Find more information at www.clairediazortiz.com and on Twitter via @ClaireD.
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“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.”
—@craignewmark, Craig Newmark, founder of Craigslist, Inc.

“Strategic, thoughtful, and thorough, #Twitter4Good will teach you how to make Twitter a driving force in any campaign.”
—@aaker, Jennifer Aaker, coauthor, The Dragonfly Effect, and professor, Stanford University Graduate School of Business

“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.”
—@johnwoodRTR, John Wood, founder, Room to Read, and author, Leaving Microsoft to Change the World

“#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.”
—@amanda, Amanda Rose, founder, Twestival

“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.”
—@maxschorr, Max Schorr, cofounder, GOOD, Lead, GOOD/Corps

“#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.”
—@kanter, Beth Kanter, coauthor, Networked Nonprofit

“#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.”
—@darbyDARNIT, Petri Darby, director of brand marketing and digital strategy, Make-A-Wish Foundation of America (@MakeAWish)

“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!”
—Raymond Nasr, early Twitter advisor and communications consultant

“Giving is important to us all, and #Twitter4Good shows how to best use this exciting technology to share your social passions.”
—@LAAGiving2, Laura Arrillaga-Andreessen, author, Giving 2.0, and founder, Stanford PACS (Center on Philanthropy and Civil Society) and SV2

“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.”
—@lauramansfield, Laura Adams, digital lead of sustainable business and innovation, Nike

“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.”
—@unmarketing, Scott Stratten, author, UnMarketing

“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.”
—@randomdeanna, Deanna Zandt, media technologist and author, Share This!

‘A more engaging read for non-tweeting non-for-profit organisations seeking fresh inspiration to become one of the Tweeples.’ (Financial Adviser, December 2011)

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August 22, 2011
Twitter For Good

Twitter For Good

Change the World One Tweet at a Time

By Claire Diaz-Ortiz

with a forward by Biz Stone

 

“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.”

—@craignewmark, Craig Newmark, founder of Craigslist, Inc.

 

It is no big secret that big businesses and nonprofits are enamored with social media: how to do it, why to do it, and the ways to do it better.  Twitter has enabled us to follow our favorite celebrities, connect with people half way across the world, get instant updates about political elections, and receive immediate responses to anything we are thinking.   However Twitter has the capacity to achieve much more than act as social information site: it has the ability to change the world and makes changes in areas our world needs them most. 

 

Twitter elevates the individual voice by creating a simple platform where open communication reigns.  Claire Diaz-Ortiz’s notable new book, Twitter for Good: Change the World One Tweet at a Time (Jossey-Bass; September 2011, $24.95; 9781118061930), presents the first comprehensive guide showing organizations how to harness individual activism via Twitter as a force for social change. 

 

Twitter for Good is the first definitive guide outlining how to use Twitter to create larger strategies for caused-based campaigns.  Diaz-Ortiz, an international speaker who leads social innovation at Twitter, introduces a five step model that dives deep into the specific strategic steps needed to build and effectively promote cause-based campaigns. Specifically, this book will teach you:  

 

?      Why a Twitter strategy is so important for your organization.

?      Why you need a goal for your account, and how to craft one.

?      The best way to use Twitter to catapult your organization’s mission and good works to the world.

?      Why you can’t get anywhere on Twitter if you aren’t tracking your results.

This is an immensely practical guide, not only for non-profit organizations and social enterprises with pro-social goals, but also for any entity that wants to make a difference in the world. Just as Twitter is a tool for enabling individuals to reach their personal and professional goals, the ideas in this book can and will help anyone enact positive change. 

Twitter for Good is the definitive guide for all innovative leaders in non-profit and for-profit sectors who want to use Twitter to achieve their cause-based aims. 

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