Here is a brief snippet of an interview at The Justice Conference main session with Claire Diaz-Ortiz who leads social innovation at Twitter. Diaz-Ortiz started tweeting as she was working at an orphanage in Kenya.
Why should we use Twitter? What organizations do it well?
The main reason is to connect with people, not market your organization. The point of Twitter for a non-profit is to gain long-term followers. You can build thousands of relationships through using it.
Why should an organization adopt a Twitter strategy?
Globalization. It reaches people outside of their geographical spheres.
How do you do it? Do you need lots of followers?
You need a small amount of people that really care about you. You are trying to make relationships with people. Most of the non-profits on Twitter are doing well with small amounts of followers. You can make real relationships. Those relationships can bring donations.
How has the online platform changed donations?
Lots of good for networking. Build relationships. Don’t spam people with your fundraising issues. “Fundraising is still a long-term game.”
The best way to use Twitter is to be real, tell your heart. Don’t just jam a press release in 140 words. You are trying to open up the veil to show your real life.
What is a successful tweet?
It engages people and can be very positive such as inspirational quotes and Bible verses. People want to hear that your stuck in the security line at Dulles airport, people want to see the personal side of you.
Why did you right your book “Twitter for Good: Changing the world one Tweet at a Time”?
To give people steps to utilize it successfully and show how Twitter can help change the world
Why did the Pope join Twitter?
It started about a year and a half ago because there was data that religious leaders were very successful. The Vatican was excited about it. They had past experience with Twitter, but a process was started to bring the Pope to Twitter. The Vatican is very innovative in their strategy of using the digital world.
What do you see as the future for social media? What are you excited for?
The future is all about access and extending it in the world. More populations will use the platform for their different needs. We are interested in extending this information platform to as many people as possible.