Twitter for Good: Change the World One Tweet at a Time TheNonProfitTimes
go to original April 19, 2012

Twitter for Good: Change the World One Tweet at a Time by Claire Diaz-Ortiz Check it out on Amazon.com

As with many aspects of constant communication, many nonprofit organizations find themselves using Twitter without really being sure of why they are doing so or what they hope to accomplish.

In her book “Twitter for Good,” Claire Diaz-Ortiz, head of corporate social innovation and Philanthropy at Twitter, Inc., offers a few strategies for tweeting. She emphasizes the importance of having an effective target, or goal, as the guiding principle for using Twitter.

Diaz-Ortiz offers what she sees as the three most common goals for organizations using Twitter accounts:

• Information accounts. These are accounts created by organizations that seek to be information hubs about a particular topic on Twitter. They are professional in tone and can be seen as stuffy at times. Several individuals could take part in keeping the account active.
• Personalized accounts. These are created by staff at organizations who want to use Twitter to present a personal face to the world. Usually a personalized account is not the sole or primary account that an organization maintains. Older, more established organizations tend to use these.
• Fundraising accounts. These are started by organizations that begin using Twitter in the hopes of opening up new doors for funding and support. They often have high follower numbers because of their quick ability to go viral. They often struggle with continuity of followers and long-term engagement.

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