ARTICULATED

Let’s say, for the sake of discussion, that you’re the one PR person at a small nonprofit –an advocacy organization on a state-level issue, for instance. Your CEO says, “Go figure out this Twitter thing.”

Here’s a cheat sheet – five little things you can implement quickly, without investing much time, and without an ounce of expertise. You’ll show Miss CEO that you know your stuff (even if, well, you really don’t).

1. Sign up for Twitter. Duh! Make your username (the moniker other Twitter users will see) a combo of your name and your organization’s name. Maybe BobwithACME. That way, when the time is right for you yourself to start tweeting, if you decide to, it’ll be clear that (a) you’re speaking on behalf of ACME, but that (b) you’re a real, warm-blooded human being. But more on that in a minute…

2. Search on your issue. First, if (by chance) your issue is red hot, take a look at the “Trending Topics” in the right sidebar – the most popular topics on Twitter at any given moment. Not there? Do a search and take a look at the results. If someone has tweeted several times on your issue, click on their profile and look at their other updates. Are they tweeting on your issue regularly? Is their commentary substantive? Do they have lots of followers? Does their mini-profile tell you anything about them? Is your issue there? Make a decision if they’re worth paying attention to, then…

3. Opt to “follow” those tweeting on your issue. When on their profile page, click the “Follow” button … simple as that. Now anything they tweet, on your issue and otherwise, will be fed onto your Twitter homepage, in a tidy package ready for you to view. You’ll officially be “listening” to the marketplace of ideas.

4. Keep Twitter open and pay attention. Run Twitter while at your desk, and keep your eyes peeled. (Use a free app like Tweetdeck or the many others that can make that easier.) Do the people you’re following tweet on your issue regularly? What are they saying? Are they clear on the facts? Are there any trends in misinformation? Gather a sense of the tenor and tone of the conversation, to decide if you should…

5. Weigh in. Chances are, some of the folks you opted to follow will choose to follow you in turn … particularly if your organization (“ACME” in our little scenario) is one they associate with your issue. They’ll be curious what you have to say. So say it! Offer up brief examples of ACME’s learning, thinking, or activities on the issue. Correct misconceptions. Offer new perspectives. Be genuine. Be courteous. Don’t say anything obnoxious. Even prefix a “hash tag” (the “#” sign, no space) to your issue name (e.g. #Complete Streets). Then not only your followers will see your post on the topic, but also anyone who searches on it.

Your organization will soon be part of the dialogue.