“#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 organization 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!
Head of Corporate Social Innovation and Philanthropy, Twitter, Inc.
Foreword by BIZ STONE
Copyright © 2011 by Claire Díaz-Ortiz. All rights reserved.
Published by Jossey-Bass
A Wiley Imprint
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No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400, fax 978-646-8600, or on the Web at www.copyright.com. Requests to the publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, 201-748-6011, fax 201-748-6008, or online at www.wiley.com/go/permissions.
The foreward is copyright © 2011, Biz Stone, cofounder, Twitter, Inc. All rights reserved.
Readers should be aware that Internet Web sites offered as citations and/or sources for further information may have changed or disappeared between the time this was written and when it is read.
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Library of Congress Cataloging-in-Publication Data
Díaz-Ortiz, Claire.
Twitter for good : change the world one tweet at a time / Claire Díaz-Ortiz.
p. cm.
Includes bibliographical references and index.
ISBN 978-1-118-06193-0 (cloth); ISBN 978-1-118-12083-5 (ebk); ISBN 978-1-118-12084-2 (ebk); ISBN 978-1-118-12085-9 (ebk)
1. Twitter. 2. Social networks. 3. Social change. I. Title.
TK5105.888.D53 2011
006.7—dc23
2011017846
To José, amor.
To Sammy, mwenda wazimu.
To Lara, in payment.
In 2008, James Buck, a young photojournalism student attending the University of California, Berkeley, set off purposefully for Egypt to photograph citizens coming together in protest. A charismatic individual, it didn't take long for James to find lodgings and make friends. He hoped that over meals and coffee, his new friends would give news of upcoming protests—including locations—so he could be there to capture historic, iconic moments of civil unrest of Egyptian people protesting and share them with the world.
Although he established a strong network of friends, James found once there that he was not hearing about protests until after they had already taken place. He did, however, learn about the speed and efficiency with which these protests were assembled—and their powerful impact in various regions. He was also fascinated by how these assemblies so effectively disbanded, very often before the police showed up to make arrests.
Missing out on the action was of increasing frustration to James, especially given the limited time he had to accomplish his goals in Egypt. It seemed that an invisible and incredibly coordinated operation without a traditional hierarchy was operating all around him, and this compelled James to find answers. How were these protests so efficiently and effectively processed with so few arrests? What was the secret?
To get to the bottom of this mystery, James asked around, and his Egyptian friends answered him directly. “We all have mobile phones,” they told him. “We are using them to access a free service that works over text messaging called Twitter.” At that time, Twitter, Inc., had been incorporated for only one year, and most of Silicon Valley, not to mention anyone in the United States who had heard of the service, dismissed it as a useless waste of time.
On the advice of his friends, James signed up for Twitter so he could both receive and send Tweets—140 character text messages—on his simple mobile phone. He used it to chronicle his adventures in short bursts to his friends back at Berkeley, and more importantly, he started following the Tweets of several dedicated protesters. Within a few days, James received the kind of Tweet he had hoped for.
The Tweet told of a protest against the rise of food prices and dropping wages in Mahalla that had been discovered by Egyptian authorities and shut down. Peaceful protesters had been detained for too long. Tensions among family members and friends began to rise. Eventually these tensions flowed onto the streets, and they were not so peaceful. Molotov cocktails were being thrown and tires were set ablaze.
On April 10, James gathered his gear and headed to Mahalla, where the increasingly robust protests were gathering in strength. James was worried about getting arrested in such foreign surroundings, so he made sure he maintained a safe distance while he took photographs. That way, he figured he could not be associated with the protest. James's companion in Egypt looked him in the eyes and said that he had a bad feeling about that particular protest. They made a decision to leave immediately.
As they attempted to escape the area of activity, James and his companion were taken by Egyptian authorities. James quickly found himself detained in the back of a police car. Mohammed's “bad feeling” had turned into a very serious situation for the young student, and panic would have been a perfectly normal reaction. As luck would have it, the Egyptian police had not followed procedure—they had forgotten to take away James's mobile phone. Before the driver got back into the car to take him to a holding facility, James sent one of the shortest but most historic Tweets since the medium was created. The Tweet was only one word: “Arrested.”
Cairo-based blogger Hossam el-Hamalawy at UC Berkeley was one of the first to see James's Tweet, and he helped spread the word of Buck's arrest. el-Hamalawy knew this situation could be dangerous, and he feared for James's safety. While James was being interrogated at police headquarters, word of his predicament spread quickly through Twitter and beyond. Soon, more friends at Berkeley knew, then the dean, then the Egyptian Consulate. Within a matter of hours, James was released from custody, and he sent out another one word Tweet: “Free.”
When our small team in San Francisco first heard about the ordeal James endured and the role Twitter played in giving him an international voice, and ultimately freedom, our eyes were opened wide to the potential of what we had created. Long before we hired our first sales employee, we hired Claire Díaz-Ortiz to launch our Corporate Social Innovation and Philanthropy department. We were less than forty people at the time, but start-ups have a unique advantage to work the idea of “doing well by doing good” into the fabric of the company culture from the very beginning.
In 2011, I met with representatives from the Marine Corps of the United States of America. They wanted to learn how to use Twitter better during emergencies when they are called in to help victims of natural disasters. In those scenarios, every second counts. When there is an earthquake anywhere in the world, people are tweeting while the ground is still shaking. Those in a position to help want this information as soon as possible, and the right use of Twitter can help rescue workers and volunteers receive and send vital information.
At Twitter, we strive to make a positive impact in the world, but we cannot do it alone. If Twitter is to be a triumph, then it will not just be a triumph of technology, it will be a triumph of humanity. Claire Díaz-Ortiz was my first choice to lead our Corporate Social Innovation and Philanthropy team because she passionately believes that by democratizing activism, Twitter can help us all make the world a better place. She took weeknights and weekends to write this guide for helping non-profit organizations, foundations, and corporate brands running prosocial campaigns to determine how best to use Twitter.
I'm proud of Claire for her tireless effort and enthusiasm. And I'm proud of everyone who wants to take a step toward changing the world. 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. Twitter has taught me this powerful lesson—among many other things. I hope Claire's work teaches you to use Twitter for the good you work so hard to achieve. Thank you for considering Twitter and good luck in all your endeavors!
June 2011
Biz Stone
Cofounder, Twitter, Inc.
San Francisco, California
I tweet from Twitter headquarters in San Francisco, helping non-profit organizations, foundations, and corporate brands running prosocial campaigns to determine how best to use Twitter to reach their goals. No matter the size of the cause, I help individuals reach their goals of social good on this unique real-time information network. Twitter for Good offers you these same tools to help you excel on Twitter.
My early days on Twitter took place from the Central Highlands of Kenya, where I ran Hope Runs (HopeRuns.org), a non-profit organization I cofounded. On a dial-up cell phone connection running painfully slow Internet access to the ground floor of my orphanage apartment, I sent my Tweets. Urging followers to learn about the effects of the HIV/AIDS epidemic on orphaned and vulnerable children, I tweeted about long afternoon runs spent holding hands with tiny Kenyan girls in discarded party dresses. I learned firsthand that you can tweet from anywhere.
Twitter has become easier than ever to use in the field. Every day, I work with individuals and organizations who are sending Tweets from the unlikeliest of places. Earthquake survivors sending Tweets from mobile phones in Haiti and Japan, volunteers tweeting information following volcanic eruptions in Indonesia, citizens tweeting in the midst of civil unrest in the Middle East, and anyone seeking to raise awareness for their cause around the world.
In my role leading social innovation, philanthropy, and causes at Twitter, Inc., I have developed a simple yet comprehensive five-step framework that teaches entities of all sizes to develop and employ innovative Twitter strategies. In Twitter for Good, I lay out the exact T.W.E.E.T. framework (Target, Write, Engage, Explore, Track) that I teach to individuals and organizations around the world. In-depth case studies, key best practices, and fast tips will show you how to simply and effectively create and execute your own Twitter strategy.
Specifically, this book will teach you:
Along the way, I'll answer important questions typical of both newbie and veteran Twitter users. Questions like these:
And many, many more.
This book is for any for-profit or non-profit company that wants to make a difference and create a movement—whether with clean water in Ethiopia or with quality financial counseling in Seattle. Twitter is a tool for enabling individuals to reach their personal and professional goals, and the ideas in Twitter for Good can help anyone.
Finally, even if you enter with doubt, you will leave with confidence. Twitter is a simple, effective tool to help you start a movement, promote a cause, and improve your community. I will show you exactly how to use the service to reach these aims.
Most important, this book is for anyone who has a cause—no matter how big or how small. Twitter can help to drive world change, and it can do so from wherever you are—from a Silicon Valley start-up or a Kenyan orphanage.
By democratizing activism, Twitter can help us all to change the world. Here's how.
June 2011
Claire Díaz-Ortiz
San Francisco, California
We live in a world where more individuals have access to mobile phones than to clean water. It is this truth that shapes the greatest challenge of our age: How can technology solve today's most complex problems? How can we feed children, lift communities out of poverty, and create lasting, sustainable, positive global change with the high-powered technological tools at hand? The answer lies in the individual.
One criticism of Twitter is that its emphasis on the power of the individual does not effectively lend itself to wide-scale social change. Outright critics like Malcolm Gladwell contend that any one actor on an open-sourced information network has little ability to make a difference in the greater world. Reluctant adopters convey agreement.
Those on Twitter disagree. We say that this is where its strength is most clear. The root of Twitter's success is in its power as an open real-time information network. Twitter allows individuals to share minute-by-minute information about what is happening in their lives, their communities, and their world. Not only does it allow one to share from anywhere, but it also allows one to share with anyone.
In my early days tweeting via a mobile phone connection in Kenya (where there was no clean water in sight), I marveled that I was able to connect in real time with others half a world away.
Five years later, millions of Tweets are sent this way each day. In this way, information leaps from person to person, from border to border, and change follows. The global growth of Twitter has also meant more opportunities for usage and more meaningful metrics proving its power. There's a reason why Twitter has been used increasingly in global crises—from Haiti to the Middle East to Japan and back again.
Technology is changing us, and we now have the unique opportunity to find innovative ways to use technology to help change the world. Twitter is one tool in this process. Just as Twitter lives on technology, however, it breathes with the people who use it. Twitter cofounder Biz Stone has said that the real triumph of Twitter is one of humanity, not technology. In this book, you will hear the stories of those who have made this technology come to life. As a simple platform where open communication reigns, Twitter elevates the individual voice; the strength of its platform is in the strength of the users.
In this way, individual activism can change the world.