Twitter for Good

Claire Diaz-Ortiz 지음

Jossey-Bass 2011년 07월 28일 출간

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Silver Medal Winner, Social Networking, 2012 Axiom Business Book AwardsSilver Medal Winner, Business and Leadership, 2012 Nautilus Book AwardsThe official word from Twitter on how to harness the power of the platform for any cause.As recent events in Japan, the Middle East, and Haiti have shown, Twitter offers a unique platform to connect individuals and influence change in ways that were unthinkable only a short time ago. In Twitter for Good, Claire Diaz Ortiz, Twitter's head of corporate social innovation and philanthropy, shares the same strategies she offers to organizations launching cause-based campaigns. Filled with dynamic examples from initiatives around the world, this groundbreaking book offers practical guidelines for harnessing individual activism via Twitter as a force for social change.Reveals why every organization needs a dedicated Twitter strategy and explains how to set oneIntroduces the five-step model taught at trainings around the world: T.W.E.E.T. (Target, Write, Engage, Explore, Track)Author @claired is the head of corporate social innovation and philanthropy at Twitter, collaborating with organizations like Nike, Pepsi, MTV, the American Red Cross, charity:water, Room to Read, the Gates Foundation, the Skoll Foundation, the Case Foundation, National Wildlife Federation, Kiva, the United Nations, Free the Children, Committee to Protect Journalists, Partners in Health, FEMA, Ushahidi, The Acumen FundWith more than 200 million users worldwide, Twitter has established itself as a dynamic force, one that every business and nonprofit must understand how to use effectively.

목차

Foreword ixby Biz StonePreface xvIntroduction 1Chapter 1 Be a Force for Good 3Chapter 2 T (Target): Why Tweet? 13Chapter 3 W(Write): Why You Should Tweet like Kanye 43Chapter 4 E (Engage): Tools to Win 75Chapter 5 E (Explore): Finding Everybody, and Bringing Everybody to You 117Chapter 6 T (Track): Making Sure You&-ve Hit Your Mark 139Chapter 7 Applying the T.W.E.E.T. Framework 161Conclusion 191Top Questions Reference List 193Resources 195Acknowledgments 197About the Author 200Index 201

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“Twitter's a very effective tool for getting the word out fast to lots of people, from the everyday mundane to the genuinely world-changing. #Twitter4Good helps you figure out how to use Twitter to drive any campaign and make real things happen. It provides focused direction and real-life examples.”&m-@craignewmark, Craig Newmark, founder of Craigslist, Inc.“Strategic, thoughtful, and thorough, #Twitter4Good will teach you how to make Twitter a driving force in any campaign.”&m-@aaker, Jennifer Aaker, coauthor, The Dragonfly Effect, and professor, Stanford University Graduate School of Business“Using Twitter, social causes can quickly amplify their voice and catalyze massive change. But one has to know how to use it effectively. Claire D&i'az-Ortiz is one of the best at showing you how.”&m-@johnwoodRTR, John Wood, founder, Room to Read, and author, Leaving Microsoft to Change the World“#Twitter4Good is a must-read for any organization hoping to lay a strong foundation towards creating fresh and dynamic campaigns involving Twitter and social media.”&m-@amanda, Amanda Rose, founder, Twestival“Twitter is an enormously useful tool for our organization, and with #Twitter4Good, Claire has provided a clear, focused, important map for any person or organization who wants to create positive change in today's world.”&m-@maxschorr, Max Schorr, cofounder, GOOD, Lead, GOOD/Corps“#Twitter4Good is a must-read for nonprofits and causes that want to use Twitter for social change. It is filled with practical frameworks and great tips, and is fun to read.”&m-@kanter, Beth Kanter, coauthor, Networked Nonprofit“#Twitter4Good is the quintessential handbook for Twitter newbies, social marketing pros, and curious executives alike. Claire packed this

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저자(글) Claire Diaz-Ortiz

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Claire Diaz-Ortiz leads corporate social innovation and philanthropy at Twitter, Inc., and is a sought-after speaker on social innovation. Diaz-Ortiz is the cofounder of Hope Runs, a nonprofit organization operating in AIDS orphanages in Kenya, and owns Do Well Media. She holds an MBA and other degrees from Oxford and Stanford. She lives in the San Francisco Bay Area.Find more information at www.clairediazortiz.com and on Twitter via @ClaireD.