twitter 101 deck for emc corp

1 JPAPPAS Jan 2011 © Jamie J. Pappas. All rights reserved.

EMC TWITTER 101 & BEST PRACTICES GUIDEBOOK An Introduction to Using Twitter for EMC to Engage Your Audience January 2011

Jamie Pappas Sr. Manager, Enterprise Social Media Engagement Strategy


Introduction The EMC Twitter 101 & Best Practices Guidebook contains guidelines, best practices, and procedures for participation in activities enabled by Facebook for EMC employees and contractors.

This Guidebook is to be used in conjunction with the EMC Social Web Handbook, EMC Code of Business Conduct and other EMC Policies and Procedures and may be updated from time to time. You are responsible for regularly reviewing this Guidebook.

If you have any questions about anything in this Guidebook, please contact Social Media Advisors at [email protected] for guidance.

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Purpose The purpose of this Guidebook is to reinforce the need for common sense while encouraging responsible and appropriate employee engagement in the use of Twitter on behalf of EMC. This Guidebook will provide an overview of:

•  EMC’s social media presence and goals •  EMC’s social media philosophy •  The process for creating or maintaining your

own social media presence as an EMC employee

This Guidebook will also address the following questions:

•  What is Twitter? •  Who can you converse with on Twitter? •  Why would I use Twitter? •  What are my responsibilities while representing

EMC? •  How do I get started?

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Social Media Advisors In order to give some direction to employees who wish to create an online presence representing EMC Corporation, EMC has established a Social Media Advisors Committee. The process for creating an EMC-branded account is defined later in this Guidebook. Please contact EMC Social Media Advisors whenever you intend to use “EMC” as any part of the name or URL before you create the account to avoid confusion with official EMC communication channels at [email protected]

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Twitter Checklist Please use this checklist to ensure you’ve completed all necessary steps as you prepare to start tweeting!

q  Review the EMC Twitter 101 & Best Practices Guidebook.

q  BEFORE creating an account, complete and submit the EMC Branded Social Media Presence Request to [email protected].

q  Use the Sample Content Plan to create a basic content/cadence plan for the first month. This plan will grow and evolve but you need a basic outline to guide you.

q  After meeting with Social Media Advisors, you may create your EMC Branded Twitter account and share account name, URL and owner on appropriate Wiki on EMC|ONE by following these steps.

q  Build your follower base by integrating links to content on your Flickr page into other social platforms.

q  Use the Sample Twitter Report to report monthly metrics back to Social Media Advisors at [email protected]

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How EMC is Using Social Media EMC has been an early and eager adopter of social media. These tools enable us to share what is happening at EMC with the world, and more importantly, they enable us to communicate directly with and learn from EMC stakeholders about what they value and what they need from EMC. The primary tools EMC uses for social media are Blogs, Twitter, Facebook, YouTube, Flickr, and LinkedIn, as well as our own Community Network. EMC’s primary official social media channels are:

•  Twitter: EMCCorp All Others •  Facebook: EMCCorp, All Others •  LinkedIn: EMCCorp, All Others •  YouTube: EMCCorp, All Others •  Flickr: EMCCorp •  EMC Corporate Bloggers •  EMC Community Network

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Goals of EMC’s Social Web Presence EMC encourages employees to use the tools available to in a positive, professional fashion. Our goals include:

•  Connecting with EMC employees, customers, partners, prospects, and others in new and thought-provoking ways in support of EMC efforts and initiatives

•  Promoting the EMC brand and thought leadership.

•  Increasing EMC brand awareness in the marketplace by providing and promoting the customer, partner and employee voice.

•  Providing a positive, compelling, and engaging online experience and discussion for EMC employees, customers, partners, and prospects.

•  Listening to and learning from EMC employees and stakeholders.

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EMC’s Social Media Philosophy When joining the social media bandwagon, please keep the tenets of EMC’s social media philosophy in mind:

•  Act with Integrity. •  Be Responsible and Respectful. •  Know and Follow EMC Policies and

Procedures. •  Remember that You are Still an EMC

Employee. •  Make Clear You Are Speaking for Yourself and

Not for EMC. •  Remember that the Internet is not Anonymous,

and it Does Not Forget. •  Add Value and Be Relevant. •  Be Smart About What You Share. •  Do Not Pick Fights. •  Create Some Excitement.

For more on EMC’s social media philosophy, please see the EMC Social Web Handbook. Return

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What is Twitter? Who

•  Open to anyone worldwide Where

•  Web interface •  SMS text messaging •  Dozens of other tools, see slide at end

Why •  Engage with our audience - Find/follow with

people with common interests •  Share helpful/relevant information •  Listening to & learning sentiment and feedback

A team dedicated to social media marketing program activities is critical to your success.

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The 5 Stages of Twitter Acceptance

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Twitter is Growing Fast •  Unique Visitors: 75.6M (Nov ’10) •  Site Visits: 974M (Nov ’10) •  Age Range: 18-34

According to the Twitter folks… •  People: More than 175M registered users and

180M unique visitors, adding 300K new users a day

•  Activity: 75% of traffic is outside of Twitter.com, users generate 90M+ tweets per day

•  Search: Twitter’s search engine gets 1 Billion queries per day

•  Mobile: Twitter is available on most mobile devices

Sources: http://quantcast.com/twitter.com, http://countryreports.org/compare/top25.aspx?c=population & http://twitter.com

If Twitter were a country, it would be the 7th largest in the world!

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Why would I use Twitter? Before jumping in to Twitter, determine what you want to accomplish. This will help you to choose the appropriate tools, identify or create relevant content, and connect with your target audience. Are you trying to:

•  Build awareness? •  Build brand or product affinity? •  Solicit feedback? •  Learn sentiment through unsolicited feedback? •  Co-innovate? •  Build new strategic partnerships and

connections? •  Identify and network with influencers? •  Get your message out to many people fast? •  Bring in new leads? Increase revenues? •  Something else? NOT Internal Communications – see EMC|ONE

Twitter allows business to communicate one-to-one and one-to-many in a medium tailored to

match customer preference.

Awareness

Considera-on

Conversion

Advocacy

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What can you do with only 140 characters?

•  Create awareness around campaigns, events, white papers, blogs, videos, photos, news, webinars, videos, blogs, podcasts, etc.

•  Promote your brand or ideas •  Interact with customers, partners, prospects,

potential employees, vendors, competitors, etc. •  Meet and nurture relationships with key

influencers (positive and negative) •  Polling and feedback collection •  Connections with people and brands

Twitter does not live in isolation. It is an extension of blogs, websites and other places where you

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Integrate! Integrate! Integrate!

Make sure to link your social presences so that you will get more visibility and integration in your social media efforts!

Tweet a link to your photos

on Flickr!

Tweet a link to a blog post!

Link to your Twitter account in your email signature!

Tweet a link to a LinkedIn group or

discussion!

Embed a Twitter feed in your

EMC|ONE Community

Your Twitter

Account

Use Twitter to make your other social media presences more engaging!

•  Integrate links to other social platforms into your Tweets

•  Link to relevant, interactive content on Facebook, LinkedIn, YouTube, Flickr and blogs

•  Embed Twitter feeds into blogs, communities, etc.

•  Include a link to your Twitter account in your email signature

•  Always use consistent tags across platforms •  All content must at least be tagged with EMC,

EMC Corp, EMC Corporation

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Go beyond “What’s happening?” •  What are you thinking about or working on that

can be shared? Is it meaningful? •  Would you care if someone else was telling you

this? •  Share interesting information, resources,

photos, videos, and link to blogs and articles •  Share success stories, ideas or comment on

something of interest •  Converse: ask/answer questions, seek/share

information •  It is OK to share personal interests •  Recommendation: 80% business, 20% other

interests •  Should be a mix of:

•  Broadcast (1-way communication) •  Conversation (2-way communication)

Know your reply ratio – try to keep them in balance – try to have a conversation.

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The Real Power of Twitter is Search Use Twitter Search to find people talking about topics you’re interested in and join in the conversation.

•  http://search.twitter.com •  Search on any keyword or hashtag •  Advanced Search •  Words, People, Time, Locations •  Subscribe to search results via RSS •  Create an ongoing search on TweetDeck or

other tools

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Representing EMC •  If you affiliate yourself with or talk about EMC –

You represent the global brand. •  More and more, prospects look to such tools as

part of buying cycle. Be sensitive to what you are saying and how it might be interpreted!

•  Learn from others and remember that this is a public forum

•  What you say lives forever •  Would you say this to your manager or a

customer? •  Please don’t try to take on everything – share

what you know, but know what you don’t – engage the community if you need help

Learn that every tweet counts – every tweet can help or hurt your personal brand as well as

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Is there a Twitter Etiquette? •  Represent the brand well. If you affiliate with or

talk about EMC - You represent the global brand.

•  Remember this is a public, searchable forum •  Consider quality over quantity •  Watch your ratios – reply and follower •  Consider the velocity of your tweets •  Keep private conversations private •  Be honest, respectful, and genuine •  Give credit to others ideas •  Do not engage in arguments or bashing

competitors •  Keep your language clean and appropriate

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Personal or EMC-branded account? Personal

•  Puts a face to the company •  Can share personal and professional

information •  Expand your personal and professional

networks EMC-Branded Fan Pages

•  Represents the EMC brand •  Updates about specific products, services,

divisions, events, etc. •  Less personal, more business-driven •  Before you set up an EMC-branded social

media presence: Please contact EMC Social Media Advisors whenever you intend to use “EMC” as any part of the name or URL to avoid confusion with official EMC communication channels at [email protected]

Please be sure to complete your profile before you begin tweeting!

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How do I build my network? Connect with those interested in similar topics

•  Search on topics of interest and follow those tweeting about them

•  See who others at the company or in your network are following

•  Follow influencers (positive and negative) on your topics of interest

•  Follow people who follow you if you find their tweets interesting and relevant

•  Follow EMC-branded accounts and employees

Twitter is a great way to meet people with similar interests and learn about the market and

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Using Twitter for Events You’ll need to:

•  Determine what you want to share about the event via Twitter – schedule, presenter information, contests, directions, tips, etc.

•  Consider partnering with and leveraging existing EMC Twitter accounts instead of creating net new

•  Identify a team who is responsible for tweeting and responding questions real-time

•  Choose an event hashtag to track conversations •  Communicate the use of Twitter and the event

hashtag to attendees •  Communicate the use of Twitter to attendees

and EMC employees (so they can support your efforts).

•  Share your account name, URL and ownership updates on the appropriate wiki in the Social Media Club on EMC|ONE

Read the Social Media for Events 101 & Best Practices Guidebook for more information.

Twitter is a great tool for sharing information about events, and connecting with attendees

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Before Creating an EMC-branded Account, Please Contact Us

Before you set up an EMC-branded social media presence: Please contact EMC Social Media Advisors whenever you intend to use “EMC” as any part of the name or URL to avoid confusion with official EMC communication channels at [email protected] Examples include: Facebook pages and groups, Twitter profiles, YouTube channels, Flickr, LinkedIn Groups, etc. Please see the steps in the Social Web Handbook for creating an EMC-branded presence on any social media platform.

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Responsibilities as an Account Manager If you are responsible for managing an EMC-branded social media presence, please:

•  Share your account name, URL and ownership updates on the appropriate wiki in the Social Media Club on EMC|ONE

•  Update your account to include names of the management team within the account profile so that they are visible to visitors

•  Follow EMC-branding and social web guidelines, as defined by EMC policies and this Guidebook

•  Provide monthly metrics to Social Media Advisors at [email protected] (See the appendix to this Guidebook for reporting templates)

•  Maintain activity on your account with posts not less than 3-5 times per week

•  Respond to questions, requests and inquiries that come in to your account or are directed to your account Return

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Setting up your Twitter Account For an EMC- branded account, please contact the Social Media Advisors before creating your account,

and then take the following steps. For a personal account, please just complete the following steps.

1.  Go to http://twitter.com 2.  Pick your username

–  For personal accounts: Take your own name, if it’s available (must be a unique username). Please do not include EMC in the name or URL of personal accounts.

–  For EMC-branded accounts: Identify a profile name that clearly and concisely identifies your goals and the focus of your presence, as well as its EMC affiliation.

–  Avoid email handles, nicknames, slang, jargon, etc. Simple is better.

3.  Profile picture and information –  Complete your entire profile, including a picture before engaging with others. –  For EMC-branded accounts: Your graphic should be an EMC-approved graphic that represents

the page focus clearly and is clear as a thumbnail. –  For EMC-branded accounts: Transparency is key when representing EMC . Add as much

information as is possible about the solution, product, service, etc. – this will help people to find the account and understand what it’s about. Your bio should also reflect the real names of the account managers.

–  Make sure your account is public so that people can find it. Do not protect your account or hide it. Return

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Setting up your Twitter Account 4.  Design and publish your Twitter background

–  Design your page to reflect information you want to share about the solution, product, service, etc., keeping in mind EMC brand guidelines and your page goals

5.  Share your account information with us –  Share your account name, URL and ownership updates on the appropriate wiki in the

Social Media Club on EMC|ONE –  Provide monthly metrics to Social Media Advisors at [email protected] (See the

appendix to this Guidebook for reporting templates)

6.  Seed your page with great content and conversations –  Maintain activity on your account with posts not less than 3-5 times per week –  Respond to questions, requests and inquiries that come in to your account or are directed to

your account

7.  Promote your account –  Comment and participate in conversations to increase awareness of your account –  Share your account with others of interest –  Include your account link in your email signature, presentations, newsletters and

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Twitter At a Glance

Design your page to reflect information you want to share about the solution, product, service, etc., keeping in mind EMC brand guidelines and your page goals

Home Takes you to

your home view

@ Mentions View of messages

including your username

Messages Also called direct messages - private messages to/from other Twitter users

Search Search Twitter for topics of interest

Following Number and listing of people you’re

following on Twitter

What’s happening? Type in your latest

updates/tweets

Trends List of popular topics on Twitter

Profile Takes you to

your profile view – what others see when they look at

your account

Timeline View real-time

twitterfeed

Retweets View retweets by

you, by others and about you

Searches View your

saved searches Lists

View of lists you’ve created

Settings Enables you to change information about your

account, email address, avatar, etc

New Tweet Write a new tweet

Followers Number and listing of people following

you on Twitter

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EMC-Branded Twitter Posting Best Practices Must Have’s for all Tweets q Tweet Recipe:

Ø Try to give users an expectation for what they can expect, what the message is about: Ø #EMC #CIO Sanjay Mirchandani shares vision of how #PrivateCloud will reshape IT

roles & how leaders should prepare http://bit.ly/aWkFqe Ø For EMC-generated news (including press releases), tweet should look something like:

Ø  [EMC News]: #EMC Takes Automated Data Protection for #PrivateCloud to New Levels http://emc.im/12345

Ø For blogs/videos/photos, tweet should look something like: Ø  [Blog]: Local Disk or SAN for SQL Databases? http://emc.im/12345 #EMC's

@bhendu Ø  [Video]: #EMC Virtual Provisioning and Block Data Compression http://emc.im/

12345 Ø  [Photo]: #EMC photos from #EMC #Momentum 2010: http://emc.im/12345

#MMTM10 q Hashtags:

Ø Always use: #EMC + any product names or names of people in the tweet/content tweet references

Ø #EMC #CIO Sanjay Mirchandani shares vision of how #PrivateCloud will reshape IT roles & how leaders should prepare http://emc.im/12345

Ø Contact Jamie Pappas or Keith Paul for additional hashtag suggestions, if needed q EMC Custom URLs

Ø To tweet using EMC.im custom URLs, add the following information in coTweet Ø Settings > Twitter Accounts > Integrations > Bit.ly Account

Ø API Login – lend / API Key = R_30ba5fae08744a5c25d8275e65b53cdd

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Twitter Glossary of Terms •  Direct Message or DM: A private message sent from one user to another by

either clicking the “message” link on their profile or typing D USERNAME.

•  Examples: D @EMCCorp, D @EMCWorld, D @EMC_Community

•  Follow: Subscribing to someone’s updates on Twitter. When following another user, their updates are displayed on your incoming Twitter timeline.

•  Follower: A person who is subscribed to receive your updates in their incoming Twitter timeline.

•  Hashtag #: A way to link conversation surrounding any topic or event. Hashtags are created by combining a # with a word or acronym (#WORD).

•  Examples: #EMC, #EMCWorld, #Virtualization

•  Reply or @Reply: A public message sent from one Twitter user to another by putting @USERNAME at the beginning of the tweet.

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Twitter Glossary of Terms •  Retweet or RT: Repeating what someone else has already tweeted, such as

sharing valuable resources.

•  Examples: RT @EMCCorp: EMC Announces…, RT @EMCWorld: Join us for the session on…, RT @EMC_Community: Join the discussion on…

•  Tweet or Update: An individual post on Twitter not longer than 140 characters.

•  Tweetstream: The list of all of one person’s updates to Twitter.

•  Tweet-up: An event specifically organized for Twitter users to meet up and network.

•  Username: The name you select to represent yourself, becomes your Twitter URL.

•  Examples: @EMCCorp, @EMCWorld, @EMC_Community

•  For more Twitter terms, see Twitter’s Glossary of Terms

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The many ways to post to Twitter

Moving your mouse over each line item will allow you to click on the embedded links!

Web Desktop Mobile

Blackberry TwitterBerry

Twibble UberTwitter

TwitPic BrightKite

iPhone Tweetie

Twitterriffic Twitterfon

TwitPic TweetDeck BrightKite

Mac Twitterriffic

Twibble TwitPic

TweetDeck Twhirl

Seesmic

Windows Twibble TwitPic

TweetDeck Twhirl

Seesmic

Browser Apps

Twitter.com FriendFeed Seesmic TwitHive Twitthat Power Twitter Splitweet PeopleBrowsr TweetTabs Monitter Tweenky Tweetree Twitzap

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Helpful Twitter Tools


URL Shorteners Gathering Twitter Stats

Shorten URLs to save on characters used in your tweets TinyURL Tiny.cc Bit.ly Is.gd ShortURL SnipURL (PowerTwitter, TweetDeck, Twhirl have options built-in)

Websites to gather Twitter info: Friend or Follow – See Following, Fans and Friends (both ways) WeFollow – Categorize yourself with 3 tags – #emc for EMC followers MrTweet – Recommends people, get/give recommendations, stats Twitterholic – Calculates rating based on area, tweets, followers SocialToo – Alerts of new followers/un-followers Nearby Tweets – shows nearby Tweeters/Tweets based on location Internal list on EMC|ONE – add yourself!

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Questions? Feel free to reach out to me at any time! I’m here to help! Jamie Pappas Manager, Enterprise Social Media Engagement Strategy [email protected] www.jamiepappas.com Social Media Advisors [email protected] Social Media Club on EMC|ONE Keyword: Social Media Club http://bit.ly/EMCSMC

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Additional Resources

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•  YouTube 101 & Best Practices Guidebook •  EMC Branded YouTube Accounts YouTube

•  Twitter 101 & Best Practices Guidebook •  EMC Branded Twitter Accounts •  EMC Personal Twitter Accounts Twitter

•  Blogging Tool 101 (Under Development) •  Bloggers @ EMC •  Blogging Corps on EMC|ONE Blogs

EMC Social Web Handbook | Social Media Club | Social Media Listening 101

•  Facebook Fan Pages 101 & Best Practices Guidebook •  EMC Branded Facebook Pages Facebook Fan Pages


•  Social Media for Events 101 & Best Practices Guidebook

•  SEO for Social Media 101 & Best Practices Social Media for Events

& Social Media SEO


Additional Resources

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•  Flickr 101 & Best Practices Guidebook •  EMC Branded Flickr Photostreams (Under

Development) Flickr

•  Wikipedia 101 & Best Practices Guidebook (Under Development) Wikipedia

•  EMC|ONE 101 •  EMC|ONE FAQs & Tutorials EMC|ONE

•  EMC Community Network 101 •  ECN Inside on EMC|ONE •  EMC Community Network Marketing Playbook

EMC Community Network

•  Linked Groups 101 & Best Practices Guidebook •  EMC Branded LinkedIn Groups LinkedIn Groups

EMC Social Web Handbook | Social Media Club | Social Media Listening 101


Item Details (Type over current information)

Team Provide the names of the people (3-5) who will have responsibility for populating, maintaining, and monitoring the site.

Goals Define your goals for your social media presence.

Measures of Success

What are your measures of success and how often will you evaluate your site?

Audience Who is your primary audience?

Current Conversations

Are people already talking about this topic? Where are they? List the sites, topics and people already talking.

Content What content will you share?

Name & Design What is your preferred name and design elements (keeping in mind, EMC branding guidelines)

Template: EMC-Branded Social Media Presence Request Please email completed request to [email protected]. Please do

not create your account un9l a mee9ng has been scheduled to review your proposal.

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Template: Sample Twitter Report Account Name & URL:

Item Information Requested (Type over current information)

Followers Share the number of followers.

Following Share the number of accounts you are following.

Number of RTs How many times were you retweeted in the month?

Total Number of Updates Share your total number of updates.

Popular Tweets/Topics What were your most popular tweets or topics?

Additional Comments: Please share any upcoming plans, launches, or initiatives that we can assist with and engage others in the social sphere to help!

Please email completed report to [email protected]

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Template: Content Plan Use the following table to develop your content timeline for engagement on Twitter as you begin to leverage the platform.

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Monday Tuesday Wednesday Thursday Friday

Week 1

Time: Content:

Time: Content:

Time: Content:

Time: Content:

Time: Content:

Week 2

Time: Content:

Time: Content:

Time: Content:

Time: Content:

Time: Content:

Week 3

Time: Content:

Time: Content:

Time: Content:

Time: Content:

Time: Content:

Week 4

Time: Content:

Time: Content:

Time: Content:

Time: Content:

Time: Content:

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twitter 101 deck for emc corp

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emc employees

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