Claire Díaz-Ortiz: Twitter for Good

Claire Díaz-Ortiz leads philanthropy, social innovation and cause marketing at Twitter and started the Twitter for Nonprofits program and the Twitter Ads for Good program. Claire was named one of Fast Company’s 100 Most Creative People in Business and is also #4 on the Mashable list, "15 Fascinating Twitter Employees." She is the author of Twitter for Good: Change the World, One Tweet at a Time, which includes a foreword by Biz Stone. She is a frequent international speaker and is known for developing the T.W.E.E.T. model — a framework to help organizations and individuals best excel on Twitter. Claire holds an MBA from Oxford University, where she was a Skoll Foundation Scholar for Social Entrepreneurship. She holds a B.A. and M.A. in Anthropology from Stanford University. She is the co-founder of Hope Runs, a non-profit organization operating in AIDS orphanages in Kenya, and owns Do Well Media.

Ann Paisley Chandler: What are your three favorite examples of Twitter for Good?
Claire Díaz-Ortiz: Here are three case studies from three of my favorite organizations: 
Chandler: What are the five steps of the T.W.E.E.T. model?
Díaz-Ortiz: The T.W.E.E.T. framework is a model I developed to best teach you to win on the platform. I teach it to organizations and individuals because it works. The jarringly obvious acronym also rocks.
The T.W.E.E.T. Model
T = Target
You can’t get anywhere on Twitter if you don’t have a target (or goal). What’s your goal? Here are the three most common goals on Twitter.
           The Information Account
           The Personalized Account
           The Fundraising Account (otherwise known as “The Direct Ask Account” or “Support Account”)
W = Write
It’s time to send your first Tweet. Whatever it may be. Send your second. Stop editing yourself and let it flow. Do it like Kanye to really win.
E = Engage
Once you send your first Tweet, the world won’t come running (unless you’re Kanye). Engage with others to get them to see you, listen to you, and interact with you. We offer tons of tools to help you do so.
E = Explore
Motivational speakers tell you to try one new thing every day. Do it on Twitter, too. More importantly, find new people. 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? Here are some great tools to do so.
Cartoon by Rob Cottingham
Chandler: What does Twitter bring to the philanthropic sector that other social media channels do not?
Díaz-Ortiz: Twitter is about relationships, and non-profit organizations have long known that is the key to success. Whether in fundraising or awareness building, relationships are critical.  
Chandler: Do you find people are more personally engaged as technology increases? 
Díaz-Ortiz: Technology does give us a wider net of folks we can connect with on a daily basis, but that doesn't mean that we have more bandwidth in our lives for more deep relationships than we did 100 years ago. Ultimately, we do have to choose who to spend our limited time with — online and off. ;)
Chandler: How has the online platform altered the dialogue between non-profits and their donors? 
Díaz-Ortiz: Digital media has brought the dialogue into the forefront of our daily lives. These days, a non-profit has so many more opportunities to create weekly (and daily) touchpoints with donors using Twitter and new media in general, meaning that donors feel constantly connected to the non-profit — not just when they get our their checkbooks or attend a charity function. 
Chandler: Do you think supporters of causes in the non-profit sector crave more of a voice in the operation and impact of their work than before?  
Díaz-Ortiz: I don't know if it's so much a craving as it is an understanding that successful non-profits these days need to engage potential and existing donors in understanding the realities of their work. Ten years ago, a typical donor might rely on a monthly email newsletter. Today, donors expect more — and non-profits are learning they need to deliver. 
Chandler: What does engagement mean to you? 

Díaz-Ortiz: Engagement means forming a connection with someone. Whether they begin a dialogue with you, quickly respond, or simply reflect on what you've said — engagement is about reaching others.


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