Stone Biz Diaz-Ortiz Claire & Biz Stone - Twitter for Good

Praise for Twitter for Good

#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 illustratessimply and clearlyhow 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 engagementlistening, learning, conversingyou can build genuine relationships that drive real-world impact. Claire Daz-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 Daz-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 howwhat to say, when to say it, and how to know if it's working. Claire Daz-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!

Copyright 2011 by Claire Daz-Ortiz. All rights reserved.

Published by Jossey-Bass

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The foreward is copyright 2011, Biz Stone, cofounder, Twitter, Inc. All rights reserved.

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Library of Congress Cataloging-in-Publication Data

Daz-Ortiz, Claire.

Twitter for good : change the world one tweet at a time / Claire Daz-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

006.7dc23

2011017846

To Jos, amor.

To Sammy, mwenda wazimu.

To Lara, in payment.

Foreword

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 protestsincluding locationsso 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 assembledand 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 Tweets140 character text messageson 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.