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Chapter Template

This template is designed to help structure your ideas for your chapter and to help ensure some consistency across chapters in type of analysis conducted and presented. It is a framework, and as such it is an “in work” document. When you have ideas about content – edit the page! However, to make it easy to figure out who to ask for clarification, please use your initials to “sign” any suggestion and use the “strike out” feature (to the right of the “italic” button) when making changes.

Section Two : Case Studies

Chapter x : Title

Opening

How do we plan to begin each chapter? A popular option is to begin each chapter with an engaging story; this would tie in with one of our recommendations (tell stories). We’ve also talked about opening with a pithy quotation (which is why there is a quotations page). When you find interesting quotations, be sure to include the source!

After catching the reader’s attention, we need a short summary (roadmap) of the content that is to follow. A bulleted list (easily scannable) of the organizations mentioned might be appropriate here.

Why This Sector?

Info on why this sector was selected. Reasons might include sector use of social media in general  or financial importance of sector. Are there unique factors at work that make this a good sector for analysis? (Think news media and the pressure from the free digital space, for example.) Remember you need to tell us (citations when appropriate) how you reached these conclusions. For the time being, we will plan on using endnotes for each chapter.

You should also provide general background info on the sector, since we will not all be equally knowledgeable.

Methodology

How did you select the organizations to be profiled in this sector?

How Is Twitter Used In This Sector?

Tell us the types of communication you will analyze, such as media relations, marketing, crisis communication, events, PR, fundraising, volunteer recruitment, organizational. What are the themes of how Twitter is used? Are there “norms”? How extensively does the sector appear to use Twitter? Do you have any idea about how long players have been using Twitter? How did you reach these conclusions?

This section rests on your heuristic analysis, any rhetorical analysis of tweets, and any other research you do.

Case Study 1 : Organization Name

Why this organization? What is its history of social media use? How is it using Twitter? Why is it using Twitter? What is the problem/opportunity?  Policies? Obstacles overcome? [narrative comes from the Q/A — look for good quotes and tweets that can be used as call-outs]

  • Screen Shot
  • Stats (followers, following, number tweets, date joined, first tweet)
  • Filiz’s pie chart (link tweets, @ tweets, RTs, other)
  • Elements that will be “graded”
  • External analytical data (tool TBD)

Case Study 2 : Organization Name

Why this organization? What is its history of social media use? How is it using Twitter? Why is it using Twitter? What is the problem/opportunity?  Policies? Obstacles overcome? [narrative comes from the Q/A — look for good quotes and tweets that can be used as call-outs]

  • Screen Shot
  • Stats (followers, following, number tweets, date joined, first tweet)
  • Filiz’s pie chart (link tweets, @ tweets, RTs, other)
  • Elements that will be “graded”
  • External analytical data (tool TBD)

Thought Leaders

Recommendations on who to follow in this sector and why. Rationale: the value of Twitter rises in  proportion to a person’s network.

Lessons Learned / Recommendations

Synthesis of all case studies (at least two per chapter is the goal) and heuristic analysis.

3 Comments leave one →
  1. 23 July 2009 4:04 pm

    I agree with most of the categories. Especially the Bottom Line/Lessons learned is a great idea!

    Do we have to make a decision on Quote v Story for the intro? Or could we do that individually?

  2. 28 July 2009 1:32 pm

    I think the mission of “Our Twitter Book”: is to unfold our discovery’s of How Twitter is being used, the methodology, sectors using social media and the way’s in which they have been successful.

    Buyer’s will benefit from infesting in our book by getting the inside scoop of who, what, when, where and how organizations are using” Twitter”.

    Our book differs from existing books because this is not a “How to Twitter Book”, this is a book on Twitter is being used.

  3. 3 August 2009 8:35 pm

    Idea: Instead of “famous Quotes”, we could also use “quotes” of tweets that help to explain / characterize our vertical!

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