Twitter’s Claire Diaz-Ortiz (@ClaireD): HOW TO Use Twitter for Good!
“How can *I* use Twitter for Good?”
As a consultant to nonprofits and business about social media strategy, Twitter is without a doubt what garners the most curiosity and questions. Having heard countless uplifting tales of how it can help people in disasters, break fundraising records, and create global awareness, people everywhere want to know:
What’s the secret to Twitter?
“Be a Force for Good.”
~ Twitter’s operating principle
Luckily, the day has arrived that Twitter’s own philanthropy and social good leader, Claire Diaz-Ortiz (pictured), has written the book on just that: the definitive How-To guide, “Twitter for Good”. From co-founding a nonprofit for AIDS orphans (Hope Runs) in Kenya and using Twitter there in 2007, to helping the world’s largest nonprofits and socially responsible companies, Claire has seen amazing uses of Twitter and shares some best practices in her book.
Having been inspired by Claire’s discussion of her T.W.E.E.T. model as panelists together at Dell’s Social Innovation Competition earlier this year, I asked her how we can all “Be a Force for Good.”
- What do you consider most important for organizations who want to use Twitter for Good effectively?
“First, developing a strategy is the answer to ‘What am I doing on Twitter?’ I create the 5-Step framework called T.W.E.E.T. to help with that and for using Twitter: Target, Write, Engage, Explore, Track. It works because it’s simple.”
- What are a few examples of nonprofits really leveraging the relationships from Twitter to impact awareness and fundraising or other key goals?
“Pepsi Refresh showed what it means to pique the interest of the Twitter audience, and draw them to a site to learn more and take action. Pepsi took $20 million, and later included another $1.3 million for the Gulf, and used Twitter to help local causes be broadcast across the nation and beyond to win grants to help their communities by voting.
Mark Horvath, well-known as @hardlynormal on Twitter and founder of InvisiblePeople.tv, is another brilliant example. He travels the US and Canada interviewing our homeless friends on video and gives them a voice, a voice everyone can now hear because of the reach of Twitter.”
- Twitter does numerous internal philanthropy projects, including your pro-bono Tweets for Good program. Can you talk about that?
“Within our advertising platform, we offer pro-bono programs for non-profits already engaged on Twitter. Promoted Tweets are a tool advertisers use to promote specific campaigns via Tweets on Twitter. The Promoted Tweets for Good programs is an application-based pro-bono program serving a number of non-profit organizations each year. We offer a second type of Promoted Tweets for Good ad hoc to organizations involved in disaster relief in times of crisis or civil unrest.”
“People are basically good…When you give them a simple tool that helps them exhibit that behavior, they will prove it to you every day.”
~ Biz Stone
For more information on Claire’s book, and many more ideas, below is an informative trailer for “Twitter for Good”, which highlights additional tips and case studies. More about programs mentioned can also be found at http://Hope140.org and http://Twitter4Good.com
I received an advance copy of “Twitter for Good” and found it incredibly helpful for both nonprofits and business, and for individuals too. ~ Amy [Follow me on Twitter @CharityIdeas]