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.
Spis treści
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
O autorze
Claire Díaz-Ortiz 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.
Find more information at www.clairediazortiz.com and on Twitter via @Claire D.
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