Slides from a training session delivered in November 2014 for three CEOs of British International Development charities. The training session emphasised the uniqueness and potential of Twitter, why it is important for CEOs to engage with it, and some case studies and strategies for best use.

1. TWITTER
FOR CEOS
Mary Mitchell
@mary_mitch

6. Objectives:
● To have a better understanding of Twitter’s
potential
● To learn practical tips for using Twitter in a
time-efficient way
● To see how other CEOs are using Twitter
● To design personal goals for using Twitter

7. Why?

8. Why me?
● I think (and read) a lot about social media
● I work with new charities every month
● I’ve worked in international development
● I am passionate about using social media to
decrease global inequalities
● I’m a huge Twitter advocate!!

9. Why Twitter?
● It’s the best of Web 2.0
● Twitter is not a marketing platform, but a
communications medium
● Global communication
● Democratic potential

10. “Perhaps the biggest factor behind the success
of post-dotcom companies has been the
realisation that online users are not like TV
audiences. This awareness, or at least the way
it has been rationalised, can be summed up by
the phrase, ‘Web 2.0’”
- Hinton and Hjorth, 2013 (p.16)

11. ‘It seems that there is no part of networked, thought, activity or
life that is now not Web 2.0… Anything can become or be 2.0 as
long as it demonstrates or is affiliated with a certain set of
qualities. A list of typical Qualities 2.0 might look something like
this: dynamic, participatory, engaged, interoperable, user-
centered, open, collectively intelligent and so on. Clearly an
‘attitude’ can go a long way.’
- Munster and Murphie 2009

12. Why Twitter?
● It’s the best of Web 2.0
● Twitter is not a marketing platform, but a
communications medium
● Global reach
● Democratic potential
● Relationship and community building

13. Why should CEOs use Twitter?
● It doesn’t have to be time-consuming
● 55 - 64 demographic on Twitter is the fastest growing
● Media is shaping how people view aid and development
● Social media provides access to these conversations
● Leading from the front
● Increases trust
● Increasingly essential for networking
● Real-time & genuine information gathering

14. Questions...

15. How?

16. 1. Use Hashtags
● Hashtags start/join in conversations
● No more than 2 in a tweet
● Consolidate – centralise your usage around key
hashtags
● Be obvious and listen to your followers/fans
● Start Hashtags for events – allows others to join in
● Use them to gain information & get more followers

17. 2. Be opinionated
● Be assertive
● State your organisation’s opinion
● Provoke debate and discussion (but
thoughtfully, not for the sake of it)

21. 3. Think about tone of voice
● Be yourself
● Be friendly and interesting, and not overly
formal
● Think of it as communication rather than
broadcast

23. 4. Think about results
Information Community
Action

24. 5. Speak about yourself
● It’s about you not just your cause
● Don’t be afraid to mix personal with
professional
● But make sure to keep a balance of you vs.
other content

26. 6. Use images and video

28. But...

29. ● Privacy
● Trolls
● Consistency
● Reputation & Risk

30. - Polly Neate, CEO Women’s Aid
“I don’t believe “don’t feed the trolls” is a good way to deal with it,
because that can end up silencing people. I won’t be silenced,
but I don’t reply directly to trolls and I never block anyone.
I tend to ignore stuff that is just accusatory or aggressive. I only
respond if they are putting out false information - if someone
makes a damaging factual error I’ll challenge it.
But I won’t tweet the response directly to them. That way other
people don’t see unchallenged wrong information but I don’t get
bogged down in direct conversations with the trolls.”

31. Exercises
● Create a Vine video with a partner
● Create a private Twitter list of people you
admire on Twitter

32. Tools

33. Lists
● Donors
● Influencers
● Key people for networking
● News topics
Listen selectively while surrounded by noise.

34. Buffer & Feedly
● Don’t miss out on news
● Two birds, one stone!
● Ensure you have regular content
Schedule your tweets in advance to be more time-
efficient.

35. Tweetdeck
● Follow #
● Follow lists
● Listen effectively
Manage all your interactions in one place.

36. Playtime!

37. Setting personal objectives
eg. My goal is to look at Tweetdeck and
engage in a conversation every lunch break
My goal is to take photos more when at events
and use the hashtag to engage in conversation
My goal is to start tweeting!

39. Mary Mitchell
@mary_mitch
For more resources go to: http:
//bit.ly/Twitterresources