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Twitter for Good: Change the World One Tweet at a Time Hardcover – August 30, 2011

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Editorial Reviews Review

Author Q&A
Author Claire Diaz-Ortiz
Who is Twitter for Good for?
Twitter for Good is for organizations of all sizes who want to make a difference in the world using the Twitter platform. Whether you are a Fortune 500 company or a small non-profit organization, you can use the tools in Twitter for Good to catapult your message to the world.

What is the T.W.E.E.T. framework?
The T.W.E.E.T. framework is a model I developed to show how to excel on Twitter. I teach it to organizations and individuals around the world because it works. The obvious acronym also rocks.

T = Target: You can’t get anywhere on Twitter if you don’t have a target (or goal). The most common goals on Twitter can be achieved through one of three types of accounts—the Information Account, the Personalized Account, and the Fundraising Account (otherwise known as “The Direct Ask Account”)—all of which I describe in detail in the book.
W = Write: It’s time to send your first Tweet, whatever it may be. Now send your second. Stop editing yourself and let it flow. Do it like Kanye to really win.
E = Engage: Unless you’re Kanye, the world won’t come running the second you send your first Tweet. Engage with others to get them to see you, listen to you, and interact with you. From hashtags to @replies, Twitter offers tons of tools to help you do so.
E = Explore: Reach outside yourself to expand your world. Search for your interests. Search for your name and brand. And search for new influencers. Twitter is about relationships, and it’s time to start building them.
T = Track: You won’t know if you’ve met your target unless you’re tracking it. Are you?

What is #Twitter4Good?
In 2011, I hosted a workshop at South by Southwest that aimed to come up with some tangible ways that Twitter could better support the individuals and organizations already using the platform to make a difference in the world. One of the takeaways was the need for a new hashtag to highlight and share important cases of Twitter being used to change the world. (Hashtags make it possible for people to search for relevant Tweets on topics that matter to them.) The hashtag we created was #Twitter4Good, and it turned into the title of this book.

Given recent events in Japan and Haiti, how is Twitter’s use around the world evolving?
Twitter’s use in the world is expanding at startling rates, and the use cases are becoming increasingly more diverse and creative. Every day, I work with individuals sending Tweets from the unlikeliest of places: earthquake survivors sending Tweets from mobile phones in Haiti and Japan, volunteers tweeting information following volcanic eruptions in Indonesia, citizens tweeting in the midst of civil unrest in the Middle East, etc. Users have come up with incredible ways to use the platform, and each day I hear about new, innovative ways people are using Twitter to change the world.


“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.”
—@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.”
—@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 Díaz-Ortiz is one of the best at showing you how.”
—@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.”
—@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.”
—@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.”
—@kanter, Beth Kanter, coauthor, Networked Nonprofit

“#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 illustrates-simply and clearly-how 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 engagement-listening, learning, conversing-you can build genuine relationships that drive real-world impact. Claire Díaz-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 Díaz-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 organizations knows now that they need social media to support the work they do. What's still unclear for many is the ‘how'-what to say, when to say it, and how to know if it's working. Claire Díaz-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!

‘A more engaging read for non-tweeting non-for-profit organisations seeking fresh inspiration to become one of the Tweeples.’ (Financial Adviser, December 2011)

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Product Details

  • Hardcover: 224 pages
  • Publisher: Jossey-Bass; 1 edition (August 30, 2011)
  • Language: English
  • ISBN-10: 1118061934
  • ISBN-13: 978-1118061930
  • Product Dimensions: 5.7 x 0.8 x 8.5 inches
  • Shipping Weight: 10.4 ounces (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (38 customer reviews)
  • Amazon Best Sellers Rank: #495,789 in Books (See Top 100 in Books)

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More About the Author

Claire Díaz-Ortiz is an author, speaker, and technology innovator who has been named one of the 100 Most Creative People in Business by Fast Company. Claire was an early employee at Twitter, where she was hired to lead corporate social innovation.

In Claire's work, she has been called everything from "The Woman Who Got the Pope on Twitter" (Wired) and "Twitter's Pontiff Recruitment Chief" (The Washington Post) to a "Force for Good" (Forbes) and one of the "Ten Most Generous in Social Media" (Fast Company). Claire is also known for the precarious honor of being the first to live-tweet her own child's birth. (Hello, @Lucia!)

Claire is the author of several books, including Twitter for Good: Change the World One Tweet at a Time, which explores the TWEET model framework she is known for developing to help organizations and individuals best excel on Twitter. She has also written Greater Expectations: Succeed (and Stay Sane) in an On-Demand, All-Access, Always-On Age, Hope Runs: An American Tourist, A Kenyan Boy, a Journey of Redemption, and a handful of ebooks.

She is a frequent international speaker on business, innovation and social media, and has been invited to deliver trainings and keynotes at such varied organizations and events as The United Nations, Verizon, Toyota, South by Southwest, TEDx, The Mashable Social Good Summit, and many others. (Go here to find out more about her speaking engagements.)

Her popular business blog at boasts more than 100,000 monthly readers. She is also a LinkedIn Influencer, one of 300 hundred global leaders chosen to provide original content for the LinkedIn platform.

Claire holds an MBA from Oxford University, where she was a Skoll Foundation Scholar for Social Entrepreneurship, and has a BA and an MA in Anthropology from Stanford University.

She is the co-founder of Hope Runs, a non-profit organization operating in AIDS orphanages in Kenya.

Claire has lived on four continents and traveled to more than fifty countries. She used to run marathons, but now it makes her tired just to think about that. She is a foster mom to a Kenyan teen, an extreme introvert, and a crazy reader (she reads 200 books a year). She also boasts an unnatural passion for tiny houses and rooibos tea.

She has appeared widely in major television and print news sources like CNN, BBC, Time, Newsweek, the New York Times, Good Morning America, The Today Show, the Washington Post, Fortune, Forbes, Wired and many others.

Find her via @claire on Twitter, on LinkedIn, or at

Customer Reviews

Most Helpful Customer Reviews

10 of 10 people found the following review helpful By A. R. Sanchez on August 31, 2011
Format: Hardcover Verified Purchase
I am a young professional still trying to get a grasp on the outburst of the social media scene; Twitter for Good was an excellent "how to" guide for understanding the fundamental usefulness of Twitter. Claire (via T.W.E.E.T.) sets out a clear, focused method for getting a message out, marketing a business, driving a campaign, and actually making stuff happen. It's very well-written, fun, and wonderfully (thankfully) easy to understand; it's a must-read for anyone who wants to make their business (or cause) current/important/accessible/global. Kudos to Diaz-Ortiz and Twitter alike.
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14 of 16 people found the following review helpful By Wiltshire Bookworm on December 15, 2011
Format: Hardcover
I confess - I use Twitter. Daily.

I find it both a delightful and a frustrating experience. Daily.

So finding a book written by one of Twitter's top people I was expecting to come away enlightened and to find my Twitter experience less frustrating. I was also expecting to feel a warm glow from reading about all the good things which have been achieved via Twitter.

Unfortunately those expectations were only partially met.

On the surface everything looks good. Ortiz outlines a framework which charities and NGOs (and really anyone using Twitter) can adopt to use Twitter effectively. She even offers the holy grail for anyone considering using social media: how to measure its effectiveness. However, the book's not very well written - scratch beneath the surface and the substance is missing and often downright confusing.

Some examples:

Ortiz offers the number of followers as a good metric to use for a Tweet account's effectivess. However, with so many porn, spam and other completely timewasting accounts on Twitter, it's easy to gain a shedload of followers not worth having and who could possibly even be harmful.

There's only a superficial discussion of the tools available which help to measure Twitter's effectiveness, something any charitable or business user is crying out to know.

I was often left confused by what Ortiz was saying - for instance she cites a problem with the overload of tweets she received from people curating twitter newspapers via the application, but doesn't really explain properly how her solution to the problem worked.
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8 of 9 people found the following review helpful By Phil Shapiro on September 7, 2011
Format: Hardcover
Twitter is a powerful communications tool, but figuring out the best way to use it can be somewhat of a mystery. Twitter mastery can be especially daunting for nonprofits and other cause-based organizations, whose staffs have heard that Twitter can be a tool for changing the world. If that's true, then how does one go about doing so?

This guidebook by Claire Diaz-Ortiz, the manager of social innovation and philanthropy at Twitter, seeks to provide answers. By and large it hits the mark. The book cites many case studies of successful Twitter campaigns and explains why those campaigns were successful. The book also explains the kinds of mistakes nonprofits make on Twitter, helping readers steer clear of those mistakes.

These are some of the takeaways I had from this book: Consider the benefits of using a Twitter client (such as Hootsuite) rather than using the Web interface to Twitter. Twitter clients can make following hashtags much easier. Consider the benefits of adding rich media to your tweets. You can engage your followers more deeply in this way. Develop skill at composing the right hashtag for your tweet. Be very careful to use just one or two hashtags per tweet.

This book contains many such tips. The writing style is engaging and easy to read. My one criticism is that the word tweet is capitalized throughout the book. This seems self-serving and unnecessary. It's as if someone from Microsoft wrote a book that capitalized the word software throughout it.

Who could benefit most from this book? Nonprofit and cause-related Twitter users who already know Twitter but want to hone their skills and techniques. Someone totally new to Twitter might find this book a bit much. While written for a specific audience, this book has relevance and appeal to general Twitter users.
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3 of 3 people found the following review helpful By livogel on September 5, 2011
Format: Hardcover Verified Purchase
Between my (twitter stupid) self and my MUCH more twitter educated friends, this book was hugely helpful. There is so much value that can be gained by using twitter for causes and Claire Diaz Ortiz has really captured how and why to approach your marketing this way...if you're reading these reviews, you're interested in the topic, which means you should read this book--helpful, interesting, and shockingly un-boring to read.
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2 of 2 people found the following review helpful By @impactsp2walden on April 30, 2012
Format: Hardcover
My review from the High Impact Philanthropy Blog: [...]

Does Twitter matter?
"I don't get Twitter. Twitter is just noise. I don't need to know what someone ate for lunch. Twitter is stupid."

If you are a donor and have said these things about the social networking tool Twitter, you are not alone. I have heard these comments and more from friends, colleagues, and family members. However, there are an increasing number of examples and insights into how many organizations in the social sector use Twitter for social good--for example, Melinda Gates (@MelindaGates), wife of Bill Gates (@BillGates) and co-chair of the Bill & Melinda Gates Foundation (@gatesfoundation), has started tweeting.

Even though it is aimed at providing how-to guidance for the "newbie", I believe that Twitter For Good still requires a working knowledge of other social networking and media sites such as Facebook, Linkedin, and Youtube, as well as a general familiarity with how information is currently shared on the web. I also don't agree with some of the recommendations, such as taking the freewheeling and informal "bite-the-bullet, let it all hang out, fail fast" approach of rapper Kanye West, with tweets that contain typos and ramblings of his lifestyle.

However, the author, Claire Diaz-Ortiz, who leads social innovation, philanthropy, and causes at Twitter, does lay out a seemingly simple "TWEET" framework that donors and nonprofits can use to better organize how they manage the process of using twitter to enhance their work. Towards the end of the book, I found it most helpful to see how the TWEET framework could be used to achieve specific goals in communicating with a target audience.

Target. Write. Engage. Explore. Track.

Why should I use Twitter?
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