Transcript
#SomosSocial: Twitter Chats – How to
Do Them Effectively
11,700,000+U.S. Hispanics on Twitter
Sources: Twitter / DB5 / Ahzul, Hispanic User Profile, 2014; *U.S. Census, 2010; **Selig Center of Multicultural Economy Report, 2012; ***U.S. Twitter Users by Race/Ethnicity, eMarketer, 2014
24%Of Twitter users are Hispanic
43%Prefer to tweet in English AND in Spanish
81%Of Hispanic users access Twitter through a mobile device
¡Sí!Digitally Savvy!
■Hispanics make up 24% of Twitter usersan over index on Twitter usage by 30%
■81% of users check Twitter at least one a dayversus 76% of general users
■81% check Twitter at least once a day■61% tweet at least once a day Sources: Twitter / DB5 / Ahzul, Hispanic User Profile, 2014; *U.S. Census, 2010; **Selig Center of
Multicultural Economy Report, 2012; ***U.S. Twitter Users by Race/Ethnicity, eMarketer, 2014
What We’ll Cover
How to:1. Fulfill your mission to do outreach2. Identify key topics for your audience3. Decide language elements4. Build partnerships5. Contact influencers6. Measure your efforts
1.Planning
When a Twitter chat is a good idea
Choosing A Hashtag
1. Easy to Remember2. Make It Unique3. Short
Choosing A Topic
1. Launch of a new campaign2. Relevant Topics3. Know Your Audience4. Know Your Partners
Choosing Partners
1. Research 2. Relevant Partners3. Experts /
Influencers On the Topic
Set the Time
1. Find a Time That’s Suitable For Your Audience / Partners2. Make the Time Clear3. Promote; Promote; Promote
2.Content and Questions
Focus on top themes
Anticipate Questions
Preparation is always key1. Be ready to answer questions live; have resources
ready2. Have questions and answers prepared3. Look at what questions people are asking about the
subject you’re intending to cover
Leverage Your Data and Audience
Ideas:■ Look at what’s performed well or what
topics are really popular for your audience■ Ask your audience what they’d like to learn
more about■ Research an angle that’s not already being
covered widely■ Leverage hashtags being used
3.Partnering and Influencers
When it’s a good idea
Jumping on Opportunities
4.Language
English? Spanish? “Spanglish”?
SpanglishEnglish Spanish
Mix Matching Hashtags and Language
5.Execution
Make it count
Coordination1. Pick a topic and hashtag -
preferably unique unless this is part of a larger effort
2. Write out anticipated questions and answer them.
3. Figure out whom will answer what questions.
4. Draft messages that include your hashtag that drive traffic to your site.
Communication1. Promotion messages via
social media channels, from a feature on our website, via e-mail
2. Make a conference call line available to discuss any technical issues or other topics during the chat.
3. Monitor for questions from the public or influencers.
Post Lessons Learned■ Regroup to discuss chat and
what could be improved in the future
■ Take inventory of which tweets and topics did well and what resonated
■ Take note of who participated
Three Critical Components
ImagesAt the heart of every
successful campaign. Pro tip: include partners or tag
them on Twitter
All Campaigns Should Feature Images People Can Share
Examples of Promotion
Examples of Promotion
5.Metrics
Measuring Impact
Salud Today
The Data
The Data
“
Twitter Chat Storify + Promotion Use data to inform our
content and social media strategy
Content Lifecycle
Content LifecycleWhy Storify is a great way to recap a Twitter chat and archive your tweets for future content ideas.
https://storify.com/saludtoday
What we learn and apply
Some things resonate, some things don’t. That’s OK!
Topics @GobiernoUSA and @USagov Has Covered
Health#Asegúrate#Enroll365#GetCovered#HHMSalud#NMHM15Storm#OurSalud#SaludTues#YesSalud
Consumer#NCPW#FTCcharla#midinero
Benefits#SSACharla#OurSalud#Vivienda
Voter Registration#VoteUSA#HHMA#HazteCiudadano
Topics @SaludToday Has Covered
Health#SaludTuesLatino obesity—#BetterFoodLatino obesity—#HealthierSchoolsLatino obesity—#ActiveSpacesLatino obesity—#SugaryDrinksLatino obesity—#FoodMarketingHealth disparitiesDiabetesCancerHIV/AIDSParkinson’s Disease
Results of ACA and Cervical Cancer Chat #OurSalud
Other Key Takeaways to Keep in MindStay:CONSISTENT - don’t send tweets every three days or when you have a chat, send something at least every day
CULTURALLY RELEVANT - don’t literally translate something
ON MESSAGE - it builds trust, don’t suddenly switch from informal to formal use if you’re using Spanish.
FOCUSED - send people to a good experience, try not to mix URLs. Unless you let them know the info is only available in English then say “en inglés”
IN TOUCH - with your partners and influencers and of course...your audience!
Thanks!Any questions?
You can find us at:victoria.wales@gsa.govValenzuelaCA@uthscsa.edu
@USAgov @GobiernoUSA @SaludToday
Credits
Special thanks to all the people who made and released these awesome resources for free:
■Presentation template by SlidesCarnival■Photographs by Unsplash
top related