WGBH Board of Trustees
Twitter School
Welcome
Lynn Bay DaytonChair, Marketing and Communications Committee
Alexis RapoVice President, Digital Media
Syllabus
• What is Twitter?•The Anatomy of a Tweet•WGBH and Twitter• Navigating Twitter•Live Tweeting
Twitter Comfort Level
What is Twitter?
I’ve set up my account but I’ve never tweeted. My avatar is an egg.
I tweet, and find it really valuable. I want to learn more!
Level 2
Level 1
Level 3
Twitter Lingo
To Tweet
Tweeting …Not twittering.Tweeter
… Not Twitterer.
What is Twitter?
140 • Sends text messages limited to 140 characters
• Registered users can read and post tweets• Unregistered users can only read tweets
• Twitter launched in 2006
• There are 645 million active registered Twitter users
• 135,000 new Twitter users sign up every day
• An average of 58 million tweets are sent a day
2006
135K58 M
645 M
Why does Twitter matter?
of Twitter traffic during peak TV time (9–11 p.m. EST) is about TV programming.
TV viewers are actively engaged in talking about television on social media
40% 25 MILLION
66% have started to watch a TV show because of social media
36 MILLION In 2013, 36 million people sent 990 million tweets about TV
The Anatomy of a Tweet
Tim De ChantSenior digital editor at NOVA
The Tweet
Text
Profile photo
= 112 characters
Handle
Actions
Date sent
Actions
@ Mentions and replies
Retweet
Favorite
Direct message
RT★DM
How does WGBH use Twitter?1) Monitoring brand presence: What are people saying about my show?
How does WGBH use Twitter?2) Promotion: Telling fans what’s new
How does WGBH use Twitter?3) Crowdsourcing ideas
How does WGBH use Twitter?Example: Frontline #LeagueofDenial
• Frontline-related tweets appeared in Twitter feeds 50.3 million times the night of the broadcast
• Hundreds of journalists live-tweeted the film, including writers from ESPN, CBS, Sports Illustrated, TIME, and TV Guide
• #LeagueOfDenial was a national trending topic on Twitter during the broadcast
Ways to Use Twitter
1) Build your personal brand 2) Share your passions and hobbies
3) Find and follow news 4) Use as a second screen
What Do I Tweet?
• Your passions and hobbies
• Interact
• Takeaways from professional learning
• Interesting links
• Pictures
• Ask questions
Follow the WGBH Twitter List
twitter.com/torystarr3/wgbh-programs/
Follow Your Fellow Live-Tweeters
twitter.com/torystarr3/antiques-roadshow/
What makes a good tweet?
1) The 80/20 rule
3) Keep it short
2) Be visual
4) Interact
5) Be simple
Navigating Twitter: Desktop
Timeline
Mentions & Interactions
Search and trends
My tweetsSearch
Direct messages
Settings
Compose
Navigating Twitter: Mobile
Timeline
Mentions & Interactions
Search
Direct messages
Compose
Tim
elin
eDesktop
Mobile
Co
nn
ect
Co
nn
ect
Dis
cove
ry
Me
DesktopMobile
The Hashtag #
• A brief search term, used with a # at the beginning of a word• Using a hashtag, you can search Twitter to find all the tweets using that hashtag• Makes conversations possible• Hashtags function as keywords to highlight discussions• Hashtags unify a group of related threads or tweets because they are searchable• A hashtag that catches on and becomes widely used can amplify issues and
broadcast views very quickly
Live Tweeting #Desktop Mobile
Live Tweeting
How Can you Contribute?
Opinions
Share your experience
Tweet questions to Marsha and the team
Selfies / Photos
Antiques RoadshowLive Tweet
Join me tonight as I live tweet with @RoadshowPBS during their new episode at 8/7c PM on @PBS!
Capping off the best WGBH trustee meeting ever with a live tweet of @RoadshowPBS. #antiquesroadshow
.@RoadshowPBS is all new tonight 8pm EST on @PBS, and I'll be live tweeting with them. Join in at #antiquesroadshow
Participating in a live tweet with Roadshow EP @MarshaBemkoEP. Follow along using hashtag #antiquesroadshow!
Remember, always use #antiquesroadshow in your tweet.