TASSCC Presentation 8/11/2009 Jon Lee, Department of Information Resources 1 Twitter and the Public Sector Jon Lee Department of Information Resources Topics What is Twitter? Why should I use Twitter? What do I use Twitter for? How do I get started? How do I continue? What is Twitter? In 2006: Communicate in 140 characters or less What is Twitter? 2006 2009 Broadcast Knowledge-sharing updates marketplace Friends Anyone who adds value Families Probably never meet Co-workers What Twitter is not Private Don’t tweet anything you wouldn’t want to read in the newspaper! For internal use, try Yammer and Present.ly instead Building followers Ashton Kutcher vs CNN Don’t try to add followers Don’t turn into MySpace Quick word on social media • Iranian elections: June 15, 2009 June 15, 2009 – Formal media outlets were shutdown – Twitter was easiest/best way to get up-to-date information – State Department asked Twitter to move scheduled maintenance time • “United Breaks Guitars”: July 6, 2009 July 6, 2009 – Airline would not compensate for broken guitar, musician writes song and posts video on YouTube – Over 2.5 million views within first week – United ranked 10 out of 19 in luggage damage survey
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TASSCC Presentation 8/11/2009 · What do I use Twitter for? News l News Customer service Feedback Promotions What do I use Twitter for? [ 1.1 ] Headline Link to page Quick media outlet
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TASSCC Presentation 8/11/2009
Jon Lee, Department of Information
Resources 1
Twitter and the Public Sector
Jon Lee
Department of Information Resources
Topics
� What is Twitter?
� Why should I use Twitter?
� What do I use Twitter for?
� How do I get started?
� How do I continue?
What is Twitter?
� In 2006:
Communicate in 140 characters or less
What is Twitter?
2006 2009
Broadcast Knowledge-sharing
updates marketplace
Friends Anyone who adds value
Families Probably never meet
Co-workers
What Twitter is not
Private
� Don’t tweet anything you wouldn’t want to read in the newspaper!
� For internal use, try Yammer and Present.ly instead
Building followers
� Ashton Kutcher vs CNN
� Don’t try to add followers
� Don’t turn into MySpace
Quick word on social media
• Iranian elections: June 15, 2009June 15, 2009– Formal media outlets were shutdown
– Twitter was easiest/best way to get up-to-date information
– State Department asked Twitter to move scheduled maintenance time
• “United Breaks Guitars”: July 6, 2009July 6, 2009– Airline would not compensate for broken guitar,
musician writes song and posts video on YouTube
– Over 2.5 million views within first week
– United ranked 10 out of 19 in luggage damage survey
TASSCC Presentation 8/11/2009
Jon Lee, Department of Information
Resources 2
What about security?
Security risk is relatively low– No private information needed to create account besides
phone and email– Only broadcast public information– Spammers are easy to differentiate– Internal network cannot be penetrated
Do benefits Do benefits outweigh risks?outweigh risks?
How to mitigate the risks?How to mitigate the risks?-Only post public information-Educate users-Only click links from trusted sources
Email and Internet can cause security nightmares, yet we continue to use them because they are essential to doing business. The benefits outweigh the risks.
Why should government use Twitter?
• Free!
– no license, no software, no infrastructure, no additional FTE
• Low maintenance
• Attract people to website
• Branding tool
• Expand reach
• Customer service
• Establish presence in online community
What do I use Twitter for?
� News
� Customer service
� Feedback
� Promotions
What do I use Twitter for? [ 1.1 ]
Headline
Link to page
Quick media outlet
Opposite of RSS
News l Customer Service l Feedback l Promotions
What do I use Twitter for? [ 1.2 ]News l Customer Service l Feedback l Promotions
Disaster recovery
Safety recalls
Public health
Amber alerts
What do I use Twitter for? [ 2.1 ]News l Customer Service l Feedback l Promotions
Respond to inquiries
Link to other resources
TASSCC Presentation 8/11/2009
Jon Lee, Department of Information
Resources 3
What do I use Twitter for? [ 2.2 ]News l Customer Service l Feedback l Promotions
Personal and casual
Better than search engines
What do I use Twitter for? [ 2.3 ]News l Customer Service l Feedback l Promotions
Proactive approach
Report issues
What do I use Twitter for? [ 3.1 ]News l Customer Service l Feedback l Promotions
Authoritative opinion
Hear from customers
What do I use Twitter for? [ 3.2 ]
News l Customer Service l Feedback l Promotions
Quality control
Research and development
What do I use Twitter for? [ 4.1 ]
News l Customer Service l Feedback l Promotions
Contests and drawings
Special discounts
What do I use Twitter for? [ 4.2 ]
News l Customer Service l Feedback l Promotions
Product awareness
Market other channels
TASSCC Presentation 8/11/2009
Jon Lee, Department of Information
Resources 4
How do I start?S
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Ext
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Ext
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Inte
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Inte
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Log
istics
Log
istics
Before creating an account…
How do I start? [ strategic planning ]1. Identify business goals
Don’t do technology for technology’s sake
2. Get buy-in from colleagues
Find allies and incorporate skeptics
Make sure management is on board
3. Establish metrics
If you can measure it, you can manage it
4. Set expectations
Start small and gradually increase
5. Learn the Twitter language
Hashtags, @mentions, RT, DM
How do I start? [ external policies ]
How do you treat a tweet?
Like posting on a blog?
Like sending an email?
Keep a copy for records?
Public Information Act
Everything on Twitter is already public
E-discovery
Everything on Twitter is already searchable
-- Public entities have their own policies and proceduresPublic entities have their own policies and procedures-- Most government accounts do not have formal policiesMost government accounts do not have formal policies
-- Possible Terms of Service template for States Possible Terms of Service template for States