Read Twitter for Good: Change the World One Tweet at a Time by Claire Díaz-Ortiz Online


Silver Medal Winner, Social Networking, 2012 Axiom Business Book Awards Silver 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 changeSilver Medal Winner, Social Networking, 2012 Axiom Business Book Awards Silver 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 one Introduces 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 Fund With 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....

Title : Twitter for Good: Change the World One Tweet at a Time
Author :
Rating :
ISBN : 9781118061930
Format Type : Hardcover
Number of Pages : 206 Pages
Status : Available For Download
Last checked : 21 Minutes ago!

Twitter for Good: Change the World One Tweet at a Time Reviews

  • Janelle
    2019-05-21 19:20

    This is the first "hey, here's how you use Twitter to do stuff" type of book that I've read. I wanted something a little different than what's here.What it is: a great guide for how organizations are using Twitter to do amazing things. Useful for both for-profits and not-for-profits, this guide provides a simple rubric for how to think about how to get the most from Twitter, and where the limits might be. Diaz-Ortiz devised the aptly named T.W.E.E.T. framework as a launching pad: Target (figure out what kind of account you want); Write; Engage (how to find and interact with followers); Explore (how to find allies and influential champions); and Track (how to evaluate your success). All very easy to understand.Understandably, Diaz-Ortiz is enthusiastic about the organizations she highlights long the way. Her energy is readily apparent and contagious. I was as excited about the organizations and their ideas as if I were actually on staff. On the downside, I think the book is repetitive, with Diaz-Ortiz cycling through a few key ideas before you've had a chance to forget the last time she said them. This is especially true in the early chapters. For example, she explains the TWEET acronym three times before actually getting into the practical discussion of what it means. The book doesn't pick up steam until the fourth or fifth chapter, and from there it's a straight shot to the end. What I wanted more of was a discussion of Twitter as a tool in non-profit fundraising since that's an area of professional interest for me. While Diaz-Ortiz has a lot to say about Twitter accounts that are news- and personality-oriented, she has very little to say about it as a fundraising tool. I don't fault her for this; I think perhaps we just haven't seen very many great examples of the service being used in that manner just yet. I look forward to the innovations in that sphere that will surely crop up.

  • Brian
    2019-05-22 03:38

    Twitter for Good provides an overview of how to effectively use Twitter to market a brand from head of Corporate Social Innovation and Philanthropy at Twitter. As someone who does not use Twitter but has many clients that ask for social media advice this seemed like a good place to start and I was not disappointed. This book focuses on simple strategies for figuring out what a social media strategy for Twitter should be. The first is to choose a type of account (information, personal, fundraising) and use this to target the content and focus for the brand. Her acronym is TWEET which covers Target, Write, Engage, Explore and Track. The target is defined by figuring out what type of account you want followed by figuring out what you need to write to stay relevant. The discussions on hashtags is particularly helpful in coming up with a targeted contact strategy. Explore is covered with the idea of if you fail then fail quickly so you can learn and reboot. As someone interested in business intelligence I was curious on the tracking part for what relevant metrics are available and the author covers many of them. Ultimately it is a useful book for novices who want to understand more about how to effectively use the platform and I learned quite a bit from the book.

  • itrendmadison
    2019-04-29 22:26

    "Twitter for good, written by Clair Diaz-Ortiz, lays a framework that businesses can use to gets started on Twitter or adjust their campaign. Ironically she calls the framework T.WE.E.T. In this case T.W.E.E.T stands for Target, Write, Engage, Explore and Track.Diaz-Ortiz is the head of Social Innovation and Philanthropy at Twitter, Inc. She started her own Twitter experience at a non-profit- so this book is very personal to her and it comes through in her writing. For more information on Clair check her out at will get you a run down of the chapters so you can see if you want to invest in the book. I'm actually going to be recommending it to one of my clients because I think it's a great place for people to start.Chapter 1 - Intro and background on Clair Diaz Ortiz and what she wants you to learn. This book also has additional resources online at 2 - T (Target) This isn't your typical targeting- the way you think in marketing. What Diaz-Ortiz means by targeting is to figure out why you are going to tweet. She asks, "Why Tweet?" and if you don't know she gives you three successful examples from her experience. To provide an information resource, provide a personal look into the company or to fundraise.Then she gives real life examples of each of these to help further explain her ideas. There are even endorsements from some of the accounts she mentions. Chapter 3 - W (Write) The title for this chapter is hilarious to me. "Why you should tweet like Kayne" I found this surprising because he doesn't immediately come to mind when I think about tweeting for a business, but her metaphor works. So I wont spoil it for you. Just read it!Otherwise the chapter talks about not over editing and it's ok to delete if you make a mistake. She addresses a question that I've been asked a lot; "How often should I tweet". There is not absolute answer but there are plenty of perspectives given.Chapter 4 - E (Engage) Engagement is a huge buzzword right now, but it is really important. Here are a few points from Diaz- Ortiz's on customer engagement: Use the hashtags so that your tweets can trend. Use Lists to position yourself or brand. Use @Reply because it brings people into conversation with you. She also mentions pro-bono promotion of tweets.Chapter 5 - E (Explore) Diaz-Ortiz starts the chapter by telling you to "find yourself" - which made me chuckle. What she meant was to make sure you're searching twitter for people mentioning your business. This makes it seems like a good practice to get into for providing customer service, too. Another plus to searching your handle on twitter is to find businesses with similar goals and ideals. This is social NETWORKING after all.Chapter 6 - T (Track) As with most goals you should have a metric for success. Right off the bat Diaz-Ortiz provides a list of metrics for each T.W.E.E.T. step. Then she talks about how to apply certain types of metrics to her three types of accounts mentioned in the beginning, Informational, Personalized and Fundraising.Chapter 7 - Is a wrap up. The author lets you know that even her own guide isn't a "magic bullet" for success.After my reading I think that the T.W.E.E.T. framework is a great starting point especially now that businesses are trying to get more involved in social responsibility campaigns.

  • karl and mandy brown
    2019-05-15 20:26

    The high school robotics team I coach started using Twitter more frequently so that supporters of the team could stay involved. This was especially true for the regional competition in late March, when team members' extended family were out of town. But, Twitter seems to have more potential for good than just broadcasting updates during the build season and competition. Other FRC teams are on Twitter, as well as sponsors. With this in mind, as Mandy and I were browsing in Barnes and Noble one day, I noticed Twitter for Good by Claire Diaz-Ortiz on the shelf and thought it might help. Twitter for Good provides a framework for using Twitter and tips for being effective.Diaz-Ortiz introduces the TWEET model as a framework for using Twitter. Target refers to the goal of one's account (personal, information, fund-raising, or a combination). Write refers to creating content. Engage refers to tools for interacting with the Twitter community. Explore involves interacting with the Twitter community. And Track involves objectively measuring the effectiveness of one's Twitter account.Like the other books I've reviewed, it doesn't meet the academic rigors I typically subject to books. The distinction between Engage and Explore was never very clear to me. The words felt too much like they were contrived for the sake of the acronym. Likewise, there were no cohorts using the TWEET method and results discussed. Coming from an employee of Twitter, the book is also biased favorably towards Twitter and therefore doesn't ponder on reasons not to use Twitter. Nonetheless, Twitter for Good is chalk-full of case study examples of how different people and organizations have used various aspects of the TWEET framework (unfortunately, some of those are fictional, but oh well). There are references to online resources at And, I like the list of measures one can use for tracking one's account.Helpful? Overall, I would say yes. It gave me new ideas for how to use Twitter effectively: how to reach out to other teams, sponsors, and the community. Next steps for me are to refine my plan and goals for the team's Twitter account and then engage/explore!

  • Samuel
    2019-05-24 00:20

    Twitter, from toppling dictatorships to helping charities raise millions for disaster relief, what was once an insignificant social network has become a community of more than half a billion people worldwide. This book, written by one of Twitter's first employees explains how organisations and public individuals can use this network to benefit it in ways such as the creative use of hashtags ( which even armed forces like IDF has become famous for) and tweeting yourself instead of hiring a minion to do so among many of the methods suggested. The author, being one of the first twitter employees also has many fascinating anecdotes about how Twitter has helped benefit people. From acting as the main method of communication in the Fukashima natural disaster incident when cell phones were rendered useless to helping fund-raise and coordinate humanitarian efforts for the Haitian earthquake, the author mostly succeeds in proving that Twitter is more than just a place to chat and listen for celebrity gossip but can be used for a good cause. If you want a history of twitter, look elsewhere. If you are a politician, up and coming celebrity, philanthropist with a new charity or even an author, the principles and anecdotes in this book can be used and adapted for your purposes if you chose to become a member of the network. Highly recommended.

  • Annie Harrison
    2019-05-25 00:28

    Claire Diaz-Ortiz has written a great book in 'Twitter for Good'. Recent global events and the huge technological advances over the last couple of years have provided the perfect platform for Twitter. Everyone can communicate with everyone. I work for a children's hospice on the marketing side, and Twitter is a perfect communication tool for raising awareness and channeling fundraising initiatives. This book is strategic, thoughtful and thorough and is helping us to utilize Twitter as a driving force in our campaigns. I am continually gobsmacked by communications and the extent by which we can communicate. Twitter for Good shows us how to embrace Twitter for social change. As a reference book, this is essential reading for charities who want to spread the word.

  • Robert
    2019-05-07 00:16

    This is not a bad book if you want to get some inspiration on how to utilize Twitter. Even though the book is focused on the charitable and fundraising implementations of Twitter there is still benefit for all users.The book is easy to read and has plenty of examples. It also contains plenty of practical tips that apply in any business application. It also provides some great examples of how a simple technology like Twitter can be used to produce remarkable results and results that truly change lives.If you are interested in better understanding the business benefits of Twitter or you just want to learn how Twitter can be used to change people's lives for the better then, then this book is for you.

  • Ronald Barba
    2019-05-14 00:41

    A terrific look into how Twitter can have a significant effect on the proliferation of support for a social cause. @ClaireD, the Head of Corporate Social Innovation and Philanthropy at Twitter, frames her book on a five-step process that social innovators should you use in order to 1) add more intellectual and monetary value to their project/NGO/initiative, 2) gain recognition from social influencers in order to expand the reach and impact of their movement/cause, and 3) raise support and funding for their respective projects. She does this by introducing us to the TWEET framework: Target, Write, Engage, Explore, and Track, as well as providing us with real-life examples of NGOs and individuals who utilized such a framework to further their causes. Overall, a great read.

  • Stevie
    2019-05-04 02:39

    Quick and highly accessible read. It achieves its goals simply and practically without getting bogged down in anything too technical. This book is a great tool for any organisation (small or large) trying to change the world through Twitter, but without a solid strategy. Great for those just starting out and those who have been using the tool for a while and needing a little more direction. There are loads of inspirational anecdotes and advice from nonprofits already using Twitter. Great starting place for developing a simple or in depth strategy for using Twitter. I gave it four instead of five because it occasionally came off as trying to sell Twitter products.

  • Joe Iovino
    2019-04-26 00:17

    Great ideas here to use Twitter for more than following celebrities, posting quotes, and telling people where you are.As a pastor, I was looking for ideas in how to best use Twitter for my congregation, and for my ministries with other pastors. Not greatly written, but the ideas are helpful. Our congregation used some of the techniques from Twitter for Good to mobilize our congregation during the Waldo Canyon Fire here in Colorado Springs. We look forward to continuing to use Twitter to communicate timely messages with church members and others who want to be involved.

  • Brad
    2019-05-04 22:12

    I found this book to be very educational and interesting. It shows the importance of twitter in our society today and what aspects its holds that will remain constant throughout life as we move on. I also found it to be very fun to read because of how influential twitter can be. As a global society we've already seen what an impact twitter can have, starting revolutions and what not. If you're interested in the aspect of 'how things work', then go ahead and read the book. This was a great modern read considering that I've recently been reading books about time travel to the past.

  • Lynn Lewis
    2019-04-23 22:40

    This is a fairly good little book, written by the director of philanthropy or some such at Twitter itself. There is a bit too much self-aggrandizing in the beginning for my taste. If you are interested in Twitter itself, though, you'd probably disagree with me. This book is directed to those who want to promote their business on Twitter, not so much for the individual. However, it did give me some information about using Twitter more adeptly, and for that I'm grateful.

  • Luc Brien
    2019-04-24 01:34

    This book is a great introduction to Twitter for someone looking to start an organisational account. While its target market is non-profits, there a a heap of tips and how-tos for pretty much anyone. The T.W.E.E.T. framework is a great place to start for professional Twitter novices, like myself, who have been using Twitter personally for a while and need a hand getting to grips with representing an organisation.

  • Ellen Tomaszewski
    2019-05-17 03:38

    I didn't know much about Twitter when I picked this up. And I wanted to know how to promote a non-profit organization I belong to, the Arts Foundation of the Mid-Columbia, using Twitter. I learned a lot from the book, so it helped me. The style of writing is well done, also. Examples are present, but not too many or too long. All in all, the book accomplishes what it was written to do - help non-profits get the most from Twitter.

  • Jose Miranda-alvarez
    2019-05-06 22:27

    Not a bad book by any means. It's a good introduction of how to leverage this platform for those who are not too familiar with it. It's a truly beneficial book for struggling non-for-profit organizations with cash limitations, as it's written towards them. Working on this engine on a daily basis, there were few lessons that I didn't know already thus the lower rating. Mostly recommended to managers who want to implement a proper twitter strategy and don't know anything about the matter.

  • Janet Frost
    2019-05-15 20:21

    This book had many good suggestions to use Twitter to connect with the Non-profit world. For a novice on Twitter, it was sparse on specific details of how to use Twitter. There were a few instances when I felt like it was a little self-congratulatory rather than helpful. It did however help me move forward with my organization into social media.

  • Garth Moore
    2019-05-08 19:27

    Great resource for any nonprofit comms/marketing manager, cause comms manager, social media manager who wants to have all the immediate answers for using Twitter for your organization (how often do I tweet, using hashtags, etc). Very concise method for targeting, writing, engaging, exploring, and tracking. I would especially recommend managers give this book to their social media staff/managers.

  • Jo
    2019-04-30 21:37

    If you are looking for a good book on Twitter, this is excellent. I tweet on behalf of the nonprofit I work for, and I learned a great deal to help improve our outreach on Twitter. Ortiz's book is chock full of concrete, practical tips. Written for charitable orgs and social entrepreneurs, and helpful for anyone engaged on Twitter. Oops! Way over 140 characters.

  • Jennifer
    2019-05-13 19:22

    Bravo! A quick read with lots of good tips. My main take-away was the three types of Twitter accounts/approaches. I'm not a fan of case studies because they make me feel like I'm back in school, but Claire's examples held my attention and contained valuable information. I wish the book were longer but hopefully she will write another!

  • Lindsay Stares
    2019-05-18 00:40

    When I need to learn something, even about the internet, I often still turn to books for the first steps. This is a great, short, easy guide to thinking about using Twitter as a non-profit or otherwise charitable organization. Not every tip will apply for every person, but I felt a lot more grounded in my understanding of the possibilities after reading.

  • Abdulaziz Alzain
    2019-05-12 01:34

    I like practical books and twitter 4 good was one of them. There are many interesting ideas here and there. It gives you a few interesting real world examples to learn from and practice in your org. My advice is to read this book and learn how to tweet 4 good.

  • Leigh
    2019-05-07 21:13

    If you run a nonprofit, this book will show you how to use Twitter to engage followers and hopefully, make positive changes in a community. However, there is no technical information or references to TweetBot or third party software that enables Twitter to be used more efficiently.

  • Gail
    2019-05-23 00:41

    This book doesn't explain the basics of how Twitter works. However it does a good job of explaining how to use it if you are tweeting for a non-profit organization. Good basic book that achieves it's intended goal.

  • Nicole Martin
    2019-04-24 19:35

    I'm involved in social media for work and everything in this book is sound, practical advise that would be easily transferable to business. What I didn't expect was for it to be so inspiring. The stories about how twitter has changed the world as we know it are truly touching.

  • Dave
    2019-05-11 02:41

    Helpful. Will be especially useful for organizations that should be on Twitter but feel intimidated. There truly are some good things happening in the world that Twitter is facilitating.One thing I don't understand is why Tweet the noun is capitalized in Twitter parlance.

  • Michael
    2019-05-10 03:16

    An under the hood look at Twitter from an insider that knows how to message a cause. For newbies or seasoned vets on the platform, this book will transform the content of your tweets to form impactful messages and change the world in 140 characters (or less).

  • Kly
    2019-05-19 03:42

  • Gwen
    2019-05-12 01:33

    This is ok if you are looking for ways to use Twitter for your non-profit organization or business, but that wasn't what I was hoping for when I picked up this book.

  • Ami Neiberger-Miller
    2019-05-12 19:36

    Good resource book for nonprofits seeking to get more involved on Twitter. Offers many good ideas.

  • Jessica Gottlieb
    2019-05-10 01:23

    This is a must read for the altruist and a should read for everyone else.