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The Questions

Version 2 of a questions list for organizations that we interview for the book:

1. Situation Analysis – Background questions/motivations for using Twitter.

  • How did you learn about Twitter?
  • When did your organization set up its (first) Twitter account? How many accounts do you have?
  • Why did your organization choose to engage with the Twitter community? How have your goals changed over time?
  • Describe any resistance you had to overcome to get that first account going.
  • What other social media networks do you engage with?
  • What is the organization’s history and policy on blogging? (@jayrosen_nyu)
  • Why should people follow you? In your opinion, why might they unfollow you?

2. Planning – Strategy behind Twitter adoption.

  • How did you pick the person who manages your Twitter account?
  • How do you integrate Twitter with your overall marketing/communications plan?
  • How have you promoted products/services/events on Twitter?
  • How do you promote your Twitter account (such as email signatures, links from website, etc)?
  • How do you manage, or not manage, the approval process by legal, pr & marketing? (@halfnelson)
  • What is your policy on following? Replies? Directs?
  • What is your organization’s social media policy for employees?

3. Implementation – How Twitter was implemented/applications used.

  • Who tweets for your organization and how are they chosen? Is their identity made public on your Twitter profile? If not, why not.
  • How do you let your customers/constituents know who is tweeting for your organization (eg, web site directory)?
  • How often do you tweet and what types of content do you tweet?
  • How are you planning your Twitter content?
  • How did you develop your Twitter voice?
  • How do you balance mission-focused tweets vs. a more casual ‘conversation’?
  • How do you use hashtags?
  • About how much time each day is devoted to your Twitter account?
  • What tools do you use to Tweet? And do you tweet from computer/phone/both?
  • What auto-Tweet services do you use (eg, TweetLater, TwitterFeed) and why?
  • Which link shortener do you use and why?
  • What are your favorite tools (and why)?

4. Goals and measurement – How was success defined and measured.

  • What are your success measures?
  • How do you measure ROI?
  • What demographics are you targeting on Twitter? Have you found a ‘generation gap’?
  • How do you see Twitter fitting into your long term communications strategy?

5. Lessons learned – Reflections on Twitter/Best Practices/Role models.

  • What is something you wish you had known before you started your Twitter account?
  • Who are your role models in the Twitter community?
  • Have you made a mistake on Twitter? If so, how did you address it?

Synthesized from this list on GoogleDocs

Re-organized based on Priti’s structure

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