Chandrabhan Sharma College of Arts, Science, and Commerce

Adi Shankaracharya Marg, Powai Vihar Complex,

Powai, Mumbai -400076

“TWITTER & PUBLIC RELATION”

A Project submitted to

University of Mumbai for partial completion of the degree of

Bachelor of Management Studies

Under the Faculty of Commerce

Submitted by

‘SWAPNIL CHELLAN’

Under the guidance of

‘DR. TUSHAR AGARWAL’

Academic Year: 2018 – 2019

1
 CHANDRABHAN SHARMA COLLEGE OF ARTS,

SCIENCE AND COMMERCE

DECLARATION

I, SWAPNIL CHELLAN of CHANDRABHAN SHARMA COLLEGE OF ARTS,

SCIENCE & COMMERCE, T.Y.BMS, Semester – VI (2018-19), hereby declare that I have
completed the Project work titled Twitter & Public Relations as a part of my academic
fulfilment. The information contained in this Project work is true and original to the best my
knowledge and belief.

Place: Mumbai

Date: Signature of the Student

2
 CHANDRABHAN SHARMA COLLEGE OF ARTS,

SCIENCE AND COMMERCE

Acknowledgment

To list whom all have helped me is difficult because they are so numerous and the depth is so
enormous.

I would like to acknowledge the following as being idealistic channels and fresh dimensions
in the completion of this project.

I take this opportunity to thank the University of Mumbai for giving me the chance to do this
project.

I would like to thank my Principal, Mrs. PRATIMA SINGH for providing the necessary
facilities required for completion of this project.

I take this opportunity to thank our Coordinator DR. TUSHAR AGARWAL, for his moral
support and guidance.

I would also like to express my sincere gratitude towards my project guide DR. TUSHAR
AGARWAL whose guidance and care made the project successful.

I would like to thank my College Library, for having provided various reference books and
magazines related to my project.

Lastly, I would like to thank each and every person who directly or indirectly helped me in
the completion of the project especially My Parents and Peers who supported me
throughout my project.

Signature of the Student

3
 CHANDRABHAN SHARMA COLLEGE OF ARTS,

SCIENCE AND COMMERCE

CERTIFICATE

This is to certify that SWAPNIL CHELLAN student of T.Y.B.M.S. (2017-2018) has

prepared a project report on “Twitter & Public Relation” as a part of the academic
fulfilment of T.Y.B.M.S. degree under the guidance of DR. TUSHAR AGARWAL. The
information contained in this Project Work is true and original to the best of our knowledge
and belief.

Signature of Project Guide Signature of Principal

Signature of Course Coordinator Signature of Examiner

4
TABLE OF CONTENTS

SR. TITLE PAGE

NO.
1 Executive Summary 7-8
2 Introduction to Social Media 9-10
3 Introduction to Public Relations 10-11
4 6 ways why social media has changed 11-18
 Full Integration with PR
 User Co-Creation of PR Messages
 Perpetual Vigilance
 Hyperlocalized PR Messaging
 Unprecedented Journalist Access and insights
5 What effects is Social Media is having on PR? 19- 21
 Have Social Media and PR become Synonymous with each
other?
6 Twitter 22-26
 Research and Methodology
 Objective
 Limitations
 Scope of Study
7 Company Profile 27-28
8 History of Twitter 29-36
 Growth
 Highlights of the Company
9  Most misunderstood benefits of Twitter 37-42
 Twitter Lets You Do in A Day What Would Take A Lifetime 
 Twitter Gives EVERYONE and Anyone A Support Network 
 Twitter Lets You See What the WHOLE World Thinking &
Doing
 Twitter Gives You an Outlet Like No Other 
 Why You Should Start Your Own Anonymous Twitter Account

5
 for Fun 
10 Twitter for Public Relations 43-44
11 Using Twitter to Market your Business 45-48
 Spamming
 Disappointing your Audience
 Trying to force positive comment
 Brand Damage
 Thinking it’s free
 Unauthorized tweets
 Twitter Profiles
12 Tweets 49-51
 Rumours fly
 Crisis goes Social
 From threat to opportunity
13 Ten Twitter Myth Conception 52-59
14 Comparison of Facebook & Twitter 60-63
15 Case Studies 64-65
16 Review & Literature 66-68
17 Twitter Pros & Cons 69-70
18 Conclusion 71
19 Annexure 72

EXECUTIVE SUMMARY

As Chester and Montgomery (2008) discovered, social networking tools allow public
relations professionals to target specific audiences. Respondents agreed that Twitter offers a

6
new kind of micro-targeting in Twitter’s searchable environment that other existing tools do
not offer. Respondents agree that Twitter is not the only social media tool that allows public
relations practitioners to reach their audiences, but the short, instant structure is new and
useful. Real-Time, one-on-one conversation is unprecedented in social media. The
opportunity to instantly connect with an audience and often receive a rapid response offers a
new way to communicate.

The nature of Twitter communications provides public relations practitioners with the ability
to create a conversation and a relationship with their audience in real-time. Botan and Taylor
(2004) discussed the basic definition of public relations as relationship building. While
industry professionals use this method to communicate directly with their target audiences as
respondents discussed, an unexpected relationship-building opportunity with the media has
grown out of the Twitter environment. This connection to the media provides an entrée into
the journalism community that public relations professionals lacked in the past. Twitter
provides the ability to respond directly to media requests and offer suggestions for articles
that put their client’s names into the public’s eye. As two respondents pointed out, the media
community tweets to connect directly with public relations practitioners in a way that email
and telephone calls left a gap.

Members of the media often ignored cold calls from public relations professionals or did not
seek out their input for stories. Twitter offers an opportunity for the media to reach out
directly to public relations practitioners for story ideas and gives practitioners the opportunity
to strategically place their clients in articles. At this point, Twitter seems to be the only social
media outlet that offers this benefit to the public relations industry.

The ability to communicate one-on-one with groups such as media professionals creates a
necessity for companies and organizations to connect in an authentic and transparent manner.

Heibert (2004) discussed the need for transparency when communicating with the online
community, and respondents provided further insight into how the lack of authenticity on a
microblog will damage a reputation. Respondents highlighted the effect of trite, corporate-
like speak in the social media arena, and the organizations or companies choose to utilize
Twitter in a communications campaign, transparency and authenticity are paramount.

7
Maintaining a transparent online image takes time. Respondents pointed out that while
Twitter is a free social media tool, it requires constant monitoring and upkeep on the part of
the public relations practitioner. Firms often charge clients based on personnel hours needed
to create a successful microblog. Whether a client chooses to rely on the firm for the Twitter
feed or chooses to co-tweet with a practitioner, both the client and practitioner must devote a
considerable amount of time and thought to make a microblog successful. One respondent
strongly urged fellow public relations practitioners not to start a Twitter page for a client
unless both could commit to maintain the feed and monitor the conversation. Such a mistake
could damage the client’s reputation and affect the long-term impression for the audience.

While respondents disagree on whether or not Twitter will remain the chosen platform for
microblogging, they agree that microblogging is here to stay. Numerous respondents foresee
their firms incorporating Twitter into communications campaigns in the future if they have
not already, and respondents who currently incorporate Twitter into a social media strategy
foresee Twitter claiming a more significant role in the future

INTRODUCTION TO SOCIAL MEDIA:

8
Social media is computer-mediated tools that allow people to create, share or exchange
information, ideas, and pictures/videos in virtual communities and networks.

Social media is defined as "a group of Internet-based applications that build on the
ideological and technological foundations and that allow the creation and exchange of user-
generated content. Furthermore, social media depend on mobile and web-based technologies
to create highly interactive platforms through which individuals and communities share, co-
create, discuss, and modify user-generated content.

They introduce substantial and pervasive changes to communication between businesses,

organizations, communities, and individuals. These changes are the focus of the emerging
field of techno self-studies. Social media differ from traditional or industrial media in many
ways, including quality, reach, frequency, usability, immediacy, and permanence.

Social media operates in a dialogic transmission system, (many sources to many receivers).
This is in contrast to traditional media that operates under a monologic transmission model
(one source to many receivers).

9
"Social media has been broadly defined to refer to 'the many relatively inexpensive and
widely accessible electronic tools that enable anyone to publish and access information,
collaborate on a common effort, or build relationships'".

INTRODUCTION TO PUBLIC RELATIONS

Public relations (PR) is the practice of managing the

spread of information between an individual or an organization (such as a business,
government agency, or a non-profit organization) and the public. Public relations may include
an organization or individual gaining exposure to their audiences using topics of public
interest and news items that do not require direct payment.

This differentiates it from advertising as a form of marketing communications. Public

relations is the idea of creating coverage for clients for free, rather than marketing or
advertising. An example of good public relations would be generating an article featuring a
client, rather than paying for the client to be advertised next to the article.

The aim of public relations is to inform the public, prospective customers, investors, partners,
employees and other stakeholders and ultimately persuade them to maintain a certain view
about the organization, its leadership, products, or political decisions. Public relations
professionals typically work for PR and marketing firms, businesses and companies,
government, government agencies, and public officials as PIOs and non-governmental
organizations and non-profit organizations.

Jobs central to Public Relations include account coordinator, account executive, account
supervisor, and media relations manager. Those interested in public relations should have
strong written and speaking abilities, be team focused, and creative. A masters in strategic

10
communication will enhance a marketing or communication BS or BA and make prospective
employers more competitive in the job market. Public relations specialists establish and
maintain relationships with an organization's target audience, the media, and other opinion
leaders. Common responsibilities include designing communications campaigns, writing
news releases and other content for news, working with the press, arranging interviews for
company spokespeople, writing speeches for company leaders, acting as organization's
spokesperson, preparing clients for press conferences, media interviews and speeches, writing
website and social media content, managing company reputation (crisis management),
managing internal communications, and marketing activities like brand awareness and event
management Success in the field of public relations requires a deep understanding of the
interests and concerns of each of the client's many publics.

11
6 WAYS WHY SOCIAL MEDIA HAS CHANGED:

On a visceral level, most people understand that social media has changed the public relations
discipline significantly.

Maybe you have been in the PR field long enough to remember the more straightforward,
pre-digital discipline, maybe you’ve learned about PR in an academic setting, or maybe
you’ve just been witness to this incredible change to the way that people consume content
and interact. Regardless of your experience or how you specialize within the PR discipline,
social has changed what you do. And like retroviruses and Gary Oldman characters, the only
constant for social media is perpetual change.

One of my all-time favorite books on social media is Groundswell: Winning in a World

Transformed by Social Technologies, by Charlene Li and Josh Bernoff. What I appreciate
most about the book is how they approach social media technology, not to talk about specific
platforms but to talk about the characteristics of the most prominent platforms from a user’s
perspective. The value of this thinking is to tactically consider the social media agnostic of
the platform:

How can I listen best using social media?

12
How can I engage people best using social media?

How can I energize people best using social media?

How can I support people best using social media?

What I want to do in this piece is look at the broader characteristics of social media as an
aspect of the PR discipline, and (in the same spirit as the Groundswell tactical questions)
attempt to try to answer the question:

“How can I leverage this best to control my PR message?”

1. FULL INTEGRATION WITH PR

This weekend, I spent an embarrassing amount of time watching (American) football. I didn’t
watch it entirely on the television, though. I had my ESPN app open on my iPhone and I was
following other games, paying special attention to the Twitter feeds. Ten years ago, I would
have simply watched the game. As social is increasingly integrated into the ways that interact
with people and with media, those behaviors must be taken into account.

In other words, social media is an inextricable aspect of nearly everything, public relations
included. PR expert and author of Women in High Gear Amy Howell warns against thinking
about them as separate entities:

“Social media does not replace traditional media…. traditional media is still very important
when paired with social media, it’s even more powerful.”

13
The integration of traditional PR and social isn’t merely a philosophical discussion: nearly 65
percent of all PR departments are responsible for the social media presence of their
companies.

How can I leverage this best to control my PR message? Keeping up to date on social media
technologies and frequently measuring the effectiveness of digital and traditional tactics to
communicate your message.

2. USER CO-CREATION OF PR MESSAGES

In the book Free: The Future of a Radical Price, Chris Anderson discusses the advantages of
Microsoft’s Encarta over the crowd-sourced website Wikipedia:

Microsoft had comparatively limitless resources

Microsoft had nearly all of the market share (after effectively cutting printed encyclopedia
companies out of the market)

Encarta was a qualitatively better product

Yet, Encarta was discontinued by Microsoft only eight years after Wikipedia was created.
Despite all of the advantages that Encarta had over Wikipedia, Wikipedia persists as one of
the most influential websites in the world because it leverages the resources of its users to
create its content.

Facebook posts, Tweets, YouTube videos, Amazon reviews, Yelp reviews, blog posts and
everything similar are co-created messages that you don’t have the capability to control (or at
least it is quite limited). The key for PR professionals is to interject your point-of-view into
this process. It is such an important aspect of PR that in the textbook Public Relations Theory
II, professors Carl H. Botan and Vincent Hazleton say this about co-created messaging:

“We are confident that co-creation – the ideas that publics are self-standing and often a self-
directing force in public relations — will be at the core of developmental theory in the next
decade or two.”

How can I leverage this best to control my PR message? Use social tools to proactively be
accessible to your audience, and use advanced tools to monitor for user-created social
messaging.

14
3. PERPETUAL VIGILANCE

“If you’re 29th in the queue on a phone call, only you know that. It’s you and the person
who’s keeping you on hold. But if you tweet, it’s public and it could be picked up, and I think
companies are very aware of that,” – David Schneider in a BBC article on social complaints.

The quote above eloquently summarizes the shift in consumer power that social media has
enabled. You may never know how many people will be influenced by my Facebook
complaint, and that is the impetus for businesses to set a high standard for their social care
programs.

As PR expert Matthew Royce points out, public relations has increasingly become a two-way
conversation:

“PR pros can no longer blast out information about their brand or client and expect to
succeed. Consumers and journalists have come to expect that they won’t be ‘spammed’ and
will be answered quickly and in a personal manner.”

How can I leverage this best to control my PR message? You must plan to monitor and
respond to social complaints and questions in a reasonably fast amount of time (PR expert
Matthew Schwartz suggests “nanoseconds,” while Lithium Technologies suggests you may
have as much as an hour to respond).

Impossible to monitor traditional and social media? See how Cision can help. Take a demo
now!

15
4. HYPERLOCALIZED PR MESSAGING

Consider the advanced parameters that you can use when targeting an audience on Facebook:

Behavior

Interests

Education

Connections

All of this as well as being able to target to a zip code level, along with traditional parameters
such as gender. Twitter and Google offer the same sort of targeting options depending upon
the information that they have.

Before the mass-adoption of social media, such precise messaging was never possible to the
degree that it is now. And it will get more precise in the future: a new wave of targeting
options based upon your proximity to a particular business or location is on the horizon.

This level of precision allows for more sophistication and efficiency in PR campaigns.

How can I leverage this best to control my PR message? Leverage segmentation tools on
social media platforms as a tactic within your PR plan.

5. UNPRECEDENTEDJOURNALISTACCESS AND INSIGHTS

16
Just as social allows for sophisticated targeting of people, it also gives unprecedented insight
into journalists.

“Social media (makes) it easier to find out more information about journalists.” – PRSA
study on the impact of social media on media relations.

PR expert Mia Pearson says that the value of social media for media relations can be to
understand the journalist's specific beats, when their deadlines are, their personal and
professional interests and to have informal conversations with them.

How can I leverage this best to control my PR message? Use social media to build
relationships with key journalists (and bloggers) to help understand what they write about,
when they need resources, and how they prefer to work with you.

6. THE RISE OF CITIZEN JOURNALISTS

In 2006, there were 3 million blogs in existence. In 2013, there were 152 million. In a
longitudinal analysis of social and traditional media from 2006 to 2014, a group of

17
researchers found a continuing decline year-over-year of the influence of traditional media
sources:

“The internet’s rise in importance is even more pronounced among younger Americans with
71 percent of those aged 18-29 now citing the internet as the main news source. Additionally,
these Pew studies report more and more people are receiving news via social media such as
Facebook and this research also reports the number of Americans using tablets and mobile
devices to receive news continues to rise.”

Social media’s role in the emergence of blogging is important as a source of distribution.

Networks, such as Triber, show the amplification potential for small-publishers to gain
distribution almost exclusively through social channels.

How can I leverage this best to control my PR message? Do not overlook bloggers in your
PR plans, especially consider targeting those with larger social distribution.

What I wanted to do in this piece is to explore how social media impacts PR practice today
and give some practical considerations for how practitioners can use these to their advantage.
That said if I wrote this six months ago or six months from today, I wonder how different it
might be???

18
WHAT EFFECT IS SOCIAL MEDIA HAVING ON PR?

Nigel Ferrier, director, Optimise PR and executive chairman, FPCG

Social media lets us reach people more directly, through Twitter and Facebook and an ever-
growing array of new platforms. It used to be B2B and B2C but now it’s B2P, with P being
people. Social media cuts across channels and is all about engaging with individuals, holding
conversations not relying on press releases and launches.

There are huge opportunities there, but the 24/7 scrutiny brings new threats, too. The key is to
have a strategy: think carefully about the resources you have and how you can keep control of
any conversations you begin. Anyone can set up a Twitter or LinkedIn account, but you need
a strategy to make it a success. If you treat social media as a key part of your PR and wider
business strategy you can achieve real business results.

Tom Malcolm, head of consumer, Diffusion

Social media is not only forcing PR agencies to become much more integrated. A thread on a
consumer forum can quickly become headline news and as such PR professionals need to
have an understanding of how a brand’s reputation online and offline are intrinsically linked.

The rise of social media has also had an effect on media organizations which are now in
search of unique and engaging content which will drive traffic to their websites. This, in turn,
has transformed the role of PR. To feed the media’s growing appetite for engaging content,
successful PR campaigns are now increasingly reliant on their ability to create engaging
content that people want to share and talk about online. This has also forced PR agencies to
work alongside and focus a lot more like creative and ad agencies.

Andy Heaps, operations director, Epiphany

Social offers a host of opportunities to integrate different parts of the digital marketing mix.
At Epiphany, we have a creative development team who work hand in hand with our online
PR and SEO teams to create content to fulfil strategic search objectives, drive online
visibility and build brand engagement through social media channels.

19
The advent of the social web means that it’s now more important than ever to create, seed and
promote great quality content. By using a hybrid approach, it’s possible to generate a much
larger and more meaningful digital footprint for the brands you’re promoting.

Pete Goold, managing director, Punch Communications

The advent of social media is forcing PRs to be ever more accountable and transparent, not
only in terms of measurement but also in terms of cross-team working. Increasingly, in our
experience, the open nature of the social media team tends to promote better integration with
other marketing disciplines – leading to a more positive working arrangement and a better
outcome.

Also, of course, Social Media requires a PR person to think less about an intermediary – such
as a journalist or blogger – and more about the end user, which results in catering for a broad
spectrum of needs. Rather than targeting a single individual with an idea, PRs that manage
social media now need to think about the response of a broad demographic – which arguably
forces the thinking to be more robust than ever before.

Have social media and PR become synonymous with each other?

Tom Malcolm, head of consumer, Diffusion

Social media and PR have become much more integrated but that does not necessarily make
them synonymous. The agency landscape is very fragmented with ad agencies, search
agencies, digital and design agencies all vying for social media budget. Marketing Directors
are looking for agencies that can take a mature approach to a brief and work closely alongside
each other to achieve business objectives.

Pete Gould, managing director, Punch Communications

There is an element of social media which lends itself perfectly to PR thinking – which is the
creation and management of an engagement strategy and the narrative that runs through any
given social profile. However, social media also comprises major elements that are better
managed by digital creative and paid media teams respectively.

20
The idea is to have the appropriate areas working harmoniously and irrespective of which one
leads the activity; ensuring that there is openness across the team is likely to create the best
outcome.

Nigel Ferrier, director, Optimise PR and executive chairman, FPCG

They should be. Companies live and die by their reputation, and since the advent of social
networking, they live and die a lot quicker. Consumers look online for information and
reviews; last year the Social Media Statistics Compendium found 75% say purchasing
decisions are influenced by what they read online, and social media is a key element of that.
Companies can’t afford to ignore it. So social media is integral to most PR campaigns in
some shape or form.

21
TWITTER

A gentle introduction to Twitter for the apprehensive academic

If I tell people I’m on Twitter, I tend to get one of three reactions:

a) Isn’t it all about what Lady Gaga had for breakfast?

b) How do you find the time?

c) You?!!! (Implication: Twitter is for hip juveniles rather than fossilized academics)

This is unfortunate because Twitter is a valuable resource for academics. If you’re allowing
inaccurate stereotypes to deter you, you’re missing out.

First of all, you have to understand what Twitter is. It’s totally different from email, and more
like a news broadcast. People all over the world are continually emitting tweets (very short
messages) any of which can be viewed by anyone. You select what you want to attend. There
are two ways of doing this. The default method is to ‘follow’ particular people or
organizations who tweet. Their tweets then appear in your timeline, which appears as a
scrolling list when you open your Twitter page. The other method is to search for tweets that
include a particular word: for instance, if you type ‘neuroscience’ into the search box at the
top of the page, you’ll see all the tweets in the Twitter-verse that include that word, starting
with the most recent.

If you want news about Lady Gaga, there’s plenty out there. But if you want information of a
different kind, you can follow organizations such as the Royal Society, the Welcome Trust,
Guardian Science, the New York Times, Nature, etc. etc. Most scientific organizations,
newspapers, and science journals are on Twitter, and by following them you have an up-to-
date news stream about their activities.

22
Research and Methodology

Research is the systematic and objective identification, collection, analysis, and use of
information for the purpose of improving decision making related to the identification and
solution of problems and opportunities in social media. Each phase of this process is
important. We definite the marketing research problems or opportunity and then determine
what information is needed to investigate it. Because every opportunity translates to
investigate it and translate into search problems to be investigated in terms of problems and
opportunity. The question was used to find out the following information:

To get information about the employees likes how many employees are working on the
payroll of the company.

What is the current level of satisfaction with Twitter???

What kind of services they expect from twitter???

The degree of loyalty of customer towards twitter.

Secondary data:

Secondary data is that which are collected by someone other than the user. Secondary data is
the data which is collected from already published sources reliability is less as compared to
primary data. Secondary data is time-saving.

A clear benefit of using secondary data is that much of the background work needed has
already been carried out. In order to use the secondary data for your research, you need to: (1)
Locate the data.

• Evaluate the data

• Verify the data

23
OBJECTIVE:

1) The main objective of the topic is to know about Twitter on Public Relations.

2) To know the role of social media in today's world.

3) To get deep knowledge about Twitter.

4) To know what is the current status of Twitter.

5) To know how Twitter is beneficial in Public Relations.

6) To know the relationship between Social Media and Public Relations.

7) To analyze the scope of Public Relations with Twitter.

24
LIMITATIONS:

This study was limited by the likelihood that respondents adjusted their responses to protect
their firm’s reputation or best practices. Some respondents pointed out that they were offering
advice based on their opinion of how Twitter functions successfully and not how their firms
currently employ the tool.

Another significant limitation was the interview recruiting method. Only public relations
practitioners who currently use Twitter were invited to respond to my request for
respondents. Other public relations professionals may not have responded because they do
not use Twitter for their campaigns. This created a sample that does not reflect practices as a
whole.

Additionally, the small sample size and interpretive nature of in-depth interview research
prohibited any reliability testing or generalization. Finally, because the respondents were in
executive-level positions, many of them admitted that lower level practitioners utilize Twitter
more often than they do. While they encourage the use of microblogs in a communications
campaign, they do not usually manage day-to-day activities.

Opinions from lower level professionals might provide a more in-depth understanding of
Twitter’s uses and how it supports a communications strategy. With more hands-on
experience, lower level practitioners may offer a clearer explanation of the value of
microblogs in the day-to-day public relations function.

25
SCOPE OF STUDY

This study suggests that Twitter is a valuable tool for public relations professionals, but
industry executives point out that they lack measurement tools to prove its success.

One respondent mentioned that until someone develops a way to measure Twitter’s return on
investment, it will be difficult to quantify its value. Future research should expand on this
study by developing a way to measure useful information such as the number of times a link
is posted or a tweet is re-tweeted. Also, as Twitter itself works to discover a revenue option
for the application, researchers may have the option to define success based on revenue.

An experimental study in which three public relations firms publicize the same event or
product using Twitter, another social media application such as Facebook, and no social
media might provide interesting results on the costs and benefits of using Twitter as opposed
to other social media tools.

In addition, future research could replicate this study with lower level public relations
practitioners to gain the day-to-day perspective of Twitter. Finally, a study that combines
communication theory with the communication methods of social media will help public
relations practitioners to understand how these tools define how people communicate and the
best way to reach audiences in their own language.

26
COMPANY PROFILE

Twitter, Inc.

Twitter's homepage as of August 2015 (only in select

countries)

Type Public

Traded as NYSE: TWTR

Founded March 21, 2006; 9 years ago

Headquarters San Francisco, California,United

States

Area served Worldwide

Founder(s) Jack Dorsey, Noah Glass, Biz

Stone, Evan Williams

Chairman Omid Kordestani

CEO Jack Dorsey

Industry Internet

Revenue  US$1.4 billion (2014)

Employees 3,900 (2015)

Subsidiaries Vine

27
 Website twitter.com

Written in Java, Ruby, Scala,JavaScript

Alexa rank  9 (August 2015)

Type of site Social network service

Registration Required to post, follow, or be

followed

Users 302 million active (May 2015)

Available in Multilingual

Launched July 15, 2006

Current status Active

HISTORY OF TWITTER

Creation and initial reaction

28
Twitter's origins lie in a "daylong brainstorming session" held by board members of the
podcasting company Odeo. Jack Dorsey, then an undergraduate student at New York
University, introduced the idea of an individual using an SMS service to communicate with a
small group. The original project code name for the service was twitter, an idea that Williams
later ascribed to Noah Glass, inspired by Flickr and the five-character length of American
SMS short codes.

The decision was also partly due to the fact that domain twitter.com was already in use, and it
was six months after the launch of Twitter that the crew purchased the domain and changed
the name of the service to Twitter. The developers initially considered "10958" as a
shortcode, but later changed it to "40404" for "ease of use and memorability." Work on the
project started on March 21, 2006, when Dorsey published the first Twitter message at 9:50
PM Pacific Standard Time (PST): "just setting up my twitter".Dorsey has explained the origin
of the "Twitter" title:

We came across the word 'twitter', and it was just perfect. The definition was 'a short burst of
inconsequential information,' and 'chirps from birds'. And that's exactly what the product was.

The first Twitter prototype, developed by Dorsey and contractor Florian Weber, was used as
an internal service for Odeo employees and the full version was introduced publicly on July
15, 2006.

In October 2006, Biz Stone, Evan Williams, Dorsey, and other members of Odeo formed
Obvious Corporation and acquired Odeo, together with its assets—including Odeo.com and
Twitter.com—from the investors and shareholders. Williams fired Glass, who was silent
about his part in Twitter's startup until 2011. Twitter spun off into its own company in April
2007. Williams provided insight into the ambiguity that defined this early period in a 2013
interview:

With Twitter, it wasn't clear what it was. They called it a social network, they called it
microblogging, but it was hard to define because it didn't replace anything. There was this
path of discovery with something like that, where over time you figure out what it is. Twitter
actually changed from what we thought it was in the beginning, which we described as status
updates and a social utility. It is that, in part, but the insight we eventually came to was
Twitter was really more of an information network than it is a social network.

29
The tipping point for Twitter's popularity was the 2007 South by Southwest Interactive
(SXSWi) conference. During the event, Twitter usage increased from 20,000 tweets per day
to 60,000. "The Twitter people cleverly placed two 60-inch plasma screens in the conference
hallways, exclusively streaming Twitter messages," remarked Newsweek's Steven Levy.
"Hundreds of conference-goers kept tabs on each other via constant twitters. Panelists and
speakers mentioned the service, and the bloggers in attendance touted it."

Reaction at the conference was highly positive. Blogger Scott Beale said that Twitter was
"absolutely ruling" SXSWi. Social software researcher Danah Boyd said Twitter was
"owning" the conference. Twitter staff received the festival's Web Award prize with the
remark "we'd like to thank you in 140 characters or less. And we just did!"

The first unassisted off-Earth Twitter message was posted from the International Space
Station by NASA astronaut T. J. Creamer on January 22, 2010. By late November 2010, an
average of a dozen updates per day was posted on the astronauts' communal account,
@NASA_Astronauts. NASA has also hosted over 25 "tweetups", events that provide guests
with VIP access to NASA facilities and speakers with the goal of leveraging participants'
social networks to further the outreach goals of NASA. In August 2010, the company
appointed Adam Bain from News Corp.'s Fox Audience Network as president of revenue.

GROWTH

The company experienced rapid growth. It had 400,000 tweets posted per quarter in 2007.
This grew to 100 million tweets posted per quarter in 2008. In February 2010, Twitter users

30
were sending 50 million tweets per day. By March 2010, the company recorded over 70,000
registered applications. As of June 2010, about 65 million tweets were posted each day,
equalling about 750 tweets sent each second, according to Twitter. As of March 2011, that
was about 140 million tweets posted daily. As noted onCompete.com, Twitter moved up to
the third-highest-ranking social networking site in January 2009 from its previous rank of
twenty-second.

Jack Dorsey, a co-founder and the chairman of Twitter, in 2009

Twitter's usage spikes during prominent events. For example, a record was set during the
2010 FIFA World Cup when fans wrote 2,940 tweets per second in the thirty-second period
after Japan scored against Cameroon on June 14. The record was broken again when 3,085
tweets per second were posted after the Los Angeles Lakers' victory in the 2010 NBA Finals
on June 17, and then again at the close of Japan's victory over Denmark in the World Cup
when users published 3,283 tweets per second. The record was set again during the 2011
FIFA Women's World Cup Final between Japan and the United States when 7,196 tweets per
second were published.

When American singer Michael Jackson died on June 25, 2009, Twitter servers crashed after
users were updating their status to include the words "Michael Jackson" at a rate of 100,000
tweets per hour. The current record as of August 3, 2013, was set in Japan, with 143,199
tweets per second[(beating the previous record of 33,388, also set by Japan after a television
screening of the movie "Castle In The Sky").

Twitter acquired application developer Atebits on April 11, 2010. Atebits had developed the
Apple Design Award-winning Twitter client Tweetie for the Mac and iPhone. The
application, now called "Twitter" and distributed free of charge, is the official Twitter client
for the iPhone, iPad, and Mac.

From September through October 2010, the company began rolling out "New Twitter", an
entirely revamped edition of twitter.com. Changes included the ability to see pictures and
videos without leaving Twitter itself by clicking on individual tweets which contain links to
images and clips from a variety of supported websites including YouTube and Flickr, and a
complete overhaul of the interface, which shifted links such as '@mentions' and 'Retweets'
above the Twitter stream, while 'Messages' and 'Log Out' became accessible via a black bar at

31
the very top of twitter.com. As of November 1, 2010, the company confirmed that the "New
Twitter experience" had been rolled out to all users.

On April 5, 2011, Twitter tested a new homepage and phased out the "Old Twitter."
However, a glitch came about after the page was launched, so the previous "retro" homepage
was still in use until the issues were resolved; the new homepage was reintroduced on April
20.

On December 8, 2011, Twitter overhauled its website once more to feature the "Fly" design,
which the service says is easier for new users to follow and promotes advertising. In addition
to the Home tab, the Connect and Discover tabs were introduced along with a redesigned
profile and timeline of Tweets. The site's layout has been compared to that of Facebook.

On February 21, 2012, it was announced that Twitter and Yandex agreed to a partnership.
Yandex, a Russian search engine, finds value within the partnership due to Twitter's real-time
news feeds. Twitter's director of business development explained that it is important to have
Twitter content where Twitter users go.

On March 21, 2012, Twitter celebrated its sixth birthday while also announcing that it has
140 million users and sees 340 million tweets per day. The number of users is up 40% from
their September 2011 number, which was said to have been at 100 million at the time.

In April 2012, Twitter announced that it was opening an office in Detroit, with the aim of
working with automotive brands and advertising agencies.[54] Twitter also expanded its
office in Dublin.

On June 5, 2012, a modified logo was unveiled through the company blog, removing the text
to showcase the slightly redesigned bird as the sole symbol of Twitter.

On October 5, 2012, Twitter acquired a video clip company called Vine that launched in
January 2013. Twitter released Vine as a standalone app that allows users to create and share
six-second looping video clips on January 24, 2013. Vine videos shared on Twitter are visible
directly in users' Twitter feeds. Due to an influx of inappropriate content, it is now rated 17+
in Apple's app store.

On December 18, 2012, Twitter announced it had surpassed 200 million monthly active
users. Twitter hit 100 million monthly active users in September 2011.

32
On April 18, 2013, Twitter launched a music app called Twitter Music for the iPhone.

On August 28, 2013, Twitter acquired Trender, followed by the acquisition of MoPub on
September 9, 2013.

As of September 2013, the company's data showed that 200 million users send over 400
million tweets daily, with nearly 60% of tweets sent from mobile devices.

On June 4, 2014, Twitter announced that it will acquire Namo Media, a technology firm
specializing in "native advertising" for mobile devices.

On June 19, 2014, Twitter announced that it has reached an undisclosed deal to buy
SnappyTV, a service that helps edit and share video from television broadcasts. The company
was helping broadcasters and rights holders to share video content both organically across
social and via Twitter's Amplify program.

In July 2014, Twitter announced that it intends to buy a young company called CardSpring
for an undisclosed sum. CardSpring enables retailers to offer online shoppers coupons that
they can automatically sync to their credit cards in order to receive discounts when they shop
in physical stores.

On July 31, 2014, Twitter announced that it has acquired a small password-security startup
called Mitro.

On October 29, 2014, Twitter announced a new partnership with IBM. The partnership is
intended to help businesses use Twitter data to understand their customers, businesses and
other trends.

On March 13, 2015, Twitter announced its acquisition of Periscope, an app which allows live
streaming of video.

In April 2015, the Twitter.com desktop homepage changed. However, a glitch came about
after the page was launched, so the previous "retro" homepage was still in use until the issues
were resolved; the new homepage was reintroduced on April 20., Twitter announced that it
has acquired TellApart, a commerce ads tech firm, with $532 million stock.

33
 

HIGHLIGHTS OF THE COMPANY:

May 2008: Twitter's new engineering team made architectural changes to deal with the scale
of growth. Stability issues resulted in downtime or temporary feature removal.

August 2008: Twitter withdrew free SMS services from users in the United Kingdom and for
approximately five months instant messaging support via an XMPP bot was listed as being
"temporarily unavailable".

34
October 10, 2008: Twitter's status blog announced that instant messaging (IM) service was no
longer a temporary outage and needed to be revamped. It was announced that Twitter aims to
return its IM service pending necessary major work.

June 12, 2009: In what was called a potential "Twitpocalypse", the unique numerical
identifier associated with each tweet exceeded the limit of 32-bit signed integers
(2,147,483,647 total messages). While Twitter itself was not affected, some third-party
clients could no longer access recent tweets. Patches were quickly released, though some
iPhone applications had to wait for approval from the App Store.

June 25, 2009: Twitter ran slowly for some time after over 50,000 tweets on Michael
Jackson's death were recorded in an hour.

August 6, 2009: Twitter and Facebook suffered from a denial-of-service attack, causing the
Twitter website to go offline for several hours. It was later confirmed that the attacks were
directed at one pro-Georgian user around the anniversary of the 2008 South Ossetia War,
rather than the sites themselves.

September 22, 2009: The identifier exceeded the limit for 32-bit unsigned integers
(4,294,967,296 total messages) again breaking some third-party clients.

December 17, 2009: A hacking attack replaced the website's welcoming screen with an image
of a green flag and the caption "This site has been hacked by Iranian Cyber Army" for nearly
an hour. No connection between hackers and Iran has been established.

June–July 2010: Twitter had a very high service rejection rate (10–20%) during the 2010
FIFA World Cup period, also, the response latency increased substantially.

November 2010: A number of accounts encountered a fault that resulted in them seeing the
"fail whale" when they tried to log in to their accounts. The accounts themselves were not
locked out as account holders could still see their "mentions" page, and post from there, but
the timeline and a number of other features were unavailable during this outage.

June 21, 2012: The site was down for around one hour and forty minutes, with the cause
being described by Twitter as a "cascading bug".

July 26, 2012: Twitter users in the UK could not post messages for part of the day in advance
of the 2012 Summer Olympics.

35
March 2, 2014: During the 86th Academy Awards, Ellen DeGeneres posted a selfie of herself
and other celebrities as seen on the telecast, which shut down Twitter for more than 20
minutes.

MOST MISUNDERSTOOD BENEFITS OF TWITTER

Imagine you were alive hundreds of years ago and wanted to meet the world’s greatest
thinkers and hear their thoughts.

If you were independently wealthy, you could devote your life to traveling the world and
finding those wise men and women, talking to them and listening to them.

36
But it would’ve taken you your whole lifetime.

Today, thanks to Twitter, you can find the thoughts of many of the world’s greatest thinkers
in art, business, politics, technology – almost any area of human achievement, all at your
fingertips. You can see things they’re thinking and saying that never end up in books, nor are
they seen or heard anywhere else.

Imagine what it is doing for our brain development to be exposed to the best thoughts of the
greatest achievers of today and throughout history!

This is probably the #1 greatest thing about Twitter that too few people take advantage of.
But there are four other things I think people misunderstand too…

1. Twitter Lets You Do In A Day What Would Take A Lifetime

From valuable observations and amazing short gems of wisdom to thought-provoking quotes
and brilliant wit and insight, Twitter exposes you to a range of thought and wisdom that has
never before been possible in history.

And you can see the best of what the greatest people throughout history said, thanks to folks
sharing and repeating their words on Twitter today.

If you care to seek out the poets and geniuses, the experts and great writers, all that great
thought helps and encourages you to produce your own brilliance.

Could Twitter, used well, help more people become great thinkers themselves? I think so.

After all, as the phrase goes, all great thinkers “stood on the shoulders of giants”—those that
came before them. Having a tool like Twitter that can connect you to the greats is an
unsurpassed opportunity.

37
 2. Twitter Gives EVERYONE And Anyone A Support Network

Anyone, anywhere in the world, who takes the time to connect with the right people on
Twitter can build an amazing network. If you have a mobile phone service or an internet
connection, it doesn’t matter if the nearest town is 1000 miles away, you can connect with
thousands of other people.

Sure, for many of us in populated areas, this isn’t as big a deal. But for some people it is a
life-changing opportunity…that they wouldn’t have without Twitter.

It’s not like other social networks, where real-world connections are the basis for your online
connection. On Twitter, anyone can connect with anyone for any reason. This is important. If
it weren’t for Twitter, the world wouldn’t have this option.

And even if you have just built a small network on Twitter, if you say something fun, funny,
interesting or valuable enough to be repeated and retweeted, what you’ve shared can spread
to the whole world. By sharing the right topic at the right time, you can reach millions

By Buffering Tweets, they are posted at optimal times giving you 2x more exposure.

Sign up for free.

Many people become frustrated when they first join Twitter because they can’t find enough
of the right kind of people to connect with. Don’t worry, they’re out there.

You need to find people one at a time and take an interest in them. Read their blog, read their
tweets, and retweet the interesting things they say. Take the time to find out what they’re
interested in if there are causes they support if they’re an expert in some area and like to share
information about what they know.

If you follow steps like these you can build an amazing network that can help you with
almost anything in your life. Anyone can become amazingly popular and well-connected on
Twitter.

38
Sometimes people complain to me that they’re finding it hard to make many connections with
real people on Twitter. Remember, you need to find people who are already tweeting and
chatting with other people who are not celebrities.

3. Twitter Lets You See What The WHOLE World Thinking & Doing

One of the coolest things anyone can do with Twitter is to find out what people are thinking
and doing at any moment.

While politicians want to find out what voters are thinking, and businesspeople want to find
out what their customers and competitors are saying, the rest of us can do our own instant
polls on whatever topics are interesting to us.

Anyone who’s ever watched the tweets flow by during a big event like the Academy Awards
knows exactly how fascinating this can be.

But don’t limit yourself! Particularly, remember that when you search for people talking
about a particular topic, you are finding people that you may want to follow, that you may
want to connect with.

Because there are many accounts on Twitter that do NOT interact with others, do searches on
things that interest you and look for the people who really DO talk and interact. Check their
profiles. These could be great people to connect with.

Remember, finding people interested in the same topics that you are who like to interact on
Twitter is key to building a great network.

4. Twitter Gives You An Outlet Like No Other

39
Self-expression is a basic human need. You can fulfil that need through work, through
creating something, or through communication. Sometimes we just need to get something off
our chest to feel better!

Twitter can be the perfect outlet for those times. And sometimes the things you say can
connect you to other people who are interested in the same topic. So don’t be afraid to say
what you’re thinking. Let Twitter be your therapist…sometimes.

Of course, some people take it to extremes. But if using Twitter as your personal diary is
therapeutic for you, go for it! Just don’t expect to get a lot of connections with people from
Twitter if you overdo it. Tweeting about the stages you go through to make a sandwich unless
you’re a great writer or really funny, is more likely to keep people away than draw them to
you.

But Tweet what you’re thinking sometimes. It just might be the beginning of connecting you
to people who can help you, or appreciate your point of view. When did just muttering under
your breath ever do that for you?

There are dozens of companies that read through all public tweets to try to figure out, in one
way or another, what the world is thinking. What this means for your tweets though, is that
sometimes, even if you don’t have a lot of followers, your voice is being heard.

There are companies that try to predict the stock market by summarizing what everyone is
saying in their tweets. Amazing, isn’t it? This means that your tweet is being counted as a
“vote” of sorts. So even if you don’t realize it, someone somewhere is listening to your
tweets.

40
5. Why You Should Start Your Own Anonymous Twitter Account For Fun

Twitter can be an amazingly fun place. From stand-up comics to hashtag games, from
celebrity meltdowns to funny pics and videos, you can spend all your time just going through
the funny stuff on Twitter.

But what I’ve seen over and over again in my years on Twitter is how people become funnier
themselves…if they’re willing to risk it. Twitter can help develop your sense of humor!!!

Several people who have started fictional character accounts have mentioned how easy it was
to write interesting and funny things once they took on a different persona.

I highly recommend starting an anonymous Twitter account for your most unusual
observations. Don’t limit yourself to just talking to inanimate objects or non-humans (Dear
Cat, Please read the guidelines for how to keep your food in your bowl when eating.
Sincerely, your human.)

No one has to know. Almost everyone I know who has tried it has eventually had a day or
two that it really meant something to them, and they came up with great observations that
they were happy to have saved.

41
TWITTER FOR PUBLIC RELATION

Remember those commercials for pro basketball a few years ago when smiling, enthusiastic
celebrities faced the camera and said, “NBA Action… it’s FAN-tastic!” Chevy Chase did
one stating “NBA Action … it’s not bad.”

I feel the same way about Twitter. After reading the hype about the power of posting, keys to
building lists, finding unique ways to contact journalists, tools to build Twitter cards,
awesome chat groups, quadrupling your followers, posting six-second videos, cool GIFs and
other tricks, it seemed Twitter Action would be nothing less than fantastic.

It’s not that as easy as advertised and in many cases, not always successful. Like a marriage
or the last season of “Downton Abbey,” Twitter takes a lot of time and effort, and there’s
some frustration involved. Remember, just because Rolling Stone tells you the latest Kanye
West is a masterpiece (spoiler alert: it’s not) and it will change the way you listen to music
forever, doesn’t mean you should delete all your Beatles, U2, Michael Jackson and Black
Keys music.

42
Much about Twitter is hype, and the net is full of “Instantly Turbocharge your PR efforts!”
posts that make it appear if you don’t spend 12 hours a day on Twitter, subscribe to services
like Hootsuite, Topsy, and Tagboard, you can’t participate in public relations.

I’ve read dozens of articles, some books, and many posts to find the best uses of Twitter to
augment media relations. Three social media experts were interviewed – author Andreas
Ramos – (@Andreas_Ramos) “#TwitterBook: How to Really Use Twitter,” ; Max
Benavidez, @MaxBenavidez, the Associate Vice President of Public Affairs at Claremont
McKenna College, and a PhD in New Media; and Grant Marek, @Grant_Marek,Senior
Editor for Thrillist, a trendy site for men in their 20s that makes it appears everyone’s
enjoying a party with Russian super-models, anti-gravity boots and craft beer from Oregon.

If you’re in PR or trying to practice PR, you’re in the matchmaking business. You’re trying
to connect and amplify yourself, your client or your story to a wider, mass audience, via
traditional or social media. If Twitter can help useful tool. But there are only so many hours
in the day. Tech Transforms Business

For PR professionals and entrepreneurs, there are three main reasons to use Twitter:

Announcements: You want to tell the public something about you, your business or your
clients such as a new product, an award, an upcoming event, or introduction into a new
market; or to keep your audience updated during a crisis or emergency.

Research: Find out what your competitors, clients, friends, media or influencers are tweeting
about.

Networking: To meet new influencers, clients, friends, competitors or reporters and follow
them and get them to follow you.

43
TWITTER TO MARKET YOUR BUSINESS

Twitter is a service that allows people to 'follow' individuals or businesses they are interested
in to share information. Businesses and individuals use Twitter to send short messages to
their followers.

Twitter is an example of a 'micro-blogging' service, which is a type of social media. Social

media are services that let people interact and share and create content through online
communities. Popular social media websites include Facebook and YouTube.

Twitter can be a useful marketing channel for businesses that have customers who are Twitter
users. Your business could use Twitter to promote products, converse with customers,
monitor feedback and trends and provide customer service.

Not every business is a candidate for Twitter. Like any business activity, Twitter requires
planning, resourcing, and monitoring.

This guide explains the benefits of using Twitter in your business, as well as tips for avoiding
potential pitfalls

44
How your business can avoid pitfalls on Twitter

Using Twitter to market your business

How Twitter works

Who uses Twitter?

Benefits of Twitter for business

Tips for using Twitter

How your business can avoid pitfalls on Twitter

Getting started with Twitter

As well as having real benefits for many businesses, Twitter has limitations and risks. Twitter
will only be useful in marketing if your customers a) use it and b) follow you. Many people
don't use Twitter. Many Twitter users are inactive. And very few tweets lead to someone
clicking on a link to buy something, so it's not a guaranteed way to generate a lead or convert
interest to sales.

Common mistakes businesses make using Twitter are listed here, so that you can avoid them.

SPAMMING

Too much monologue about your business and how great it is can be seen as spamming and
is a breach of Twitter's unwritten rules. People can 'unfollow' you as easily as they can follow
you, and worse, Twitter makes it very easy for them to tell everyone they know how much
you've annoyed them, so make sure you're not sending a stream of tweets that could be seen
as spam. It can h4elp to put yourself in the shoes of your audience and think about how they
will interpret your tweet: is it helpful, is it fun, does it give them something extra like an
incentive?

DISAPPOINTING YOUR AUDIENCE

Examples of disappointment with Twitter performance includes recent scandals about 'cash
for comment' tweets by celebrities and concerns about the use of irrelevant hashtags to
improve search appearances. Be careful to be seen to be above board in all your Twitter
dealings.

45
TRYING TO FORCE POSITIVE COMMENT

Twitter is 'grass roots' in nature. Where it works well is when people spontaneously comment
positively about a product or service. There are a number of cases of companies trying to
generate positive feedback through promotional campaigns that have backfired on them.
Think through any promotions that try to solicit positive feedback to be sure the results will
be helpful for your business.

BRAND DAMAGE

Twitter can't be controlled. If your product or service isn't up to scratch, or your followers
feel cheated, Twitter makes it very easy for people to spread negative feedback. Businesses
need to monitor what is being said about them through Twitter and respond appropriately,
even if this means apologizing for errors or poor performance and telling people how you
plan to improve.

THINKING IT’S FREE

While it's free to sign up for Twitter, using it well requires resourcing. You need to allocate
staff time to maintaining and monitoring your Twitter presence. And you may want to spend
some of your marketing budgets on trying to build a following through promotions and
discounts or advertising.

UNAUTHORIZED TWEETS

Posting to the wrong Twitter account can be a risk because people who use Twitter for their
business often have a separate personal account. Depending on the nature of the message this
can prove embarrassing and even damaging to your brand. Ensure that you put a process into
place that separates your personal use from your business use. For example, never log into
your private account on your work computer.

TWITTER PROFILES

When you register as a Twitter user, you create a profile - a summary description of your
business along with an image and a link to your website. Your profile shows how many
people follow you and how many you are following, as well as the number of tweets you
have generated.

46
All the messages (tweets) you create are displayed on your Twitter profile. These can be
viewed by people searching for information about a particular topic, as well as by your
followers.

TWEETS

A tweet can include:

a hashtag - a word beginning with the # sign. If a user clicks on these words they will go to a
list of search results for the term. Conversely, someone searching for that term may see your
tweet on the list of results

a hashtag - a word beginning with the # sign. If a user clicks on these words they will go to a
list of search results for the term. Conversely, someone searching for that term may see your
tweet on the list of results

a 'mention' - the Twitter username of a business or individual. If a user clicks on a mention it

takes them to the mentioned business or person's Twitter profile

links to web sources - Twitter automatically shortens links so they can fit in the character
limit for a tweet

a photo or video - attach a photo or link to an online video to increase sharing.

Your Twitter followers can reply to any tweet you send (although their followers will only
see their side of the conversation unless they also follow you). They can also 'retweet' - pass
your tweet along to their followers.

47
You can also send a direct message to one of your followers by prefacing the message with
DM.

Twitter advertising

Twitter offers a range of advertising services to help businesses promote themselves,

including:

promoted tweets - advertising with targeting options to reach people who fit your target
market

promoted accounts - designed to increase your base of followers.

Other micro-blogging services

Instagram - a photo-based service that allows people to share their photos

Tumblr - a micro-blogging service that allows for different types of updates.

Yammer - a corporate micro-blogging service that is restricted to users within a company or

organization

RUMORS FLY

The full flight, with 163 passengers and 11 crew members, was scheduled to depart for New
York’s JFK International Airport at 7:30 a.m. It was halted shortly before take-off after local
police were alerted about an anonymous phone call threat to hijack the plane. The plane was
moved to a remote section of the tarmac and sequestered for more than two hours.

The flight crew initially reported that the atmosphere on the plane was generally calm.
Eventually, rumors circulated among passengers connected to the Internet about a hijacking
or bomb threat. Passengers began to panic and started tweeting unconfirmed information and
speculation that the plane had been hijacked.

The tweets were aimed at major news networks like CNN and Fox News—which began
reporting that there was a possible bomb threat/hijacking aboard AA24.

The four-person combined Weber Shandwick/American Airlines social media team, located
in Ft. Worth, Texas, launched its crisis response plan, with the following specific objectives:

48
• Reassure audiences by influencing the flow of information through immediate updates on
the @AAirwaves Twitter account. Engage directly with the passengers aboard the plane via
Twitter as the team reported about conditions inside the plane and passenger sentiment.

• Address and correct rumors and erroneous information through the responses/re-tweets of
American’s situation updates.

• Direct constant updates to media for their ongoing reporting of the situation.

CRISIS GOES SOCIAL

Jonathan Bird, American’s creative manager for social media, says this was airline’s first
social-led approach to crisis response. “During the day, we have our eyeballs on the social
channels through monitoring serviceRadian6,” says Bird. “For this incident, we saw chatter
coming directly at us—in the form of @ mentions on Twitter about a plane stuck on the
runway at SFO—and so we jumped in as we normally would help.”

In response to passenger tweets, the team called American’s Systems Operations Centre
(SOC) to find out what was happening with the flight. It was then that they discovered what
the San Francisco police and the flight crew already knew—that a security threat had been
received.

Christopher Vary, SVP, digital communications and emerging media for Weber Shandwick,
and Brian Conway, a social media account executive, already embedded within American
Airlines’ media monitoring team, decided it was time to become proactive.

49
FROM THREAT TO OPPORTUNITY

Within the span of a few hours, the situation—and Twitter chatter—went mainstream.
American’s “Hang in there, the authorities are taking care of things” tweet was the most
retweeted message of the event; it was picked up by CNN, USA World Report and hundreds
of other sites and Twitter channels. Customers, airline bloggers, and aviation enthusiasts
began retweeting American’s updates, helping to spread the message to more than 100,000-
plus followers in two hours. More than 574 tweets were reported about the event, totaling a
reach of more than 1.5 million people (see the graphic that shows the spike).

Other results include:

• Twitter mentions and a blog post by CNN host Sanchez about American’s efforts to
reassure passengers and update the public.

• Positive social and traditional media coverage, including a YouTube video post, “Jetliner
Grounded in San Francisco After Threat,” was picked up by more than 78,000 sites.

50
The crisis was a test of epic proportions for Weber Shandwick and American Airlines.

“The experience opened our eyes to the fact that we need to be able to respond immediately
and accurately every time,” says Bird. “And we are getting faster, better integrated and far
less siloed.”

And there were plenty of lessons learned for future emergencies, including being more
proactive with traditional media via Twitter, says Conway.

American Airlines (and PR) are proving that real-time customer relations via social media are
transforming both crisis management and the conversations about a brand, which Bird says
definitively moves the business needle forward

Ten Twitter Myth Conceptions:

Poor Twitter! It may be the hottest service on the Web, but it’s also profoundly
misunderstood. Lots of people cheerfully admit they don’t get it. Others emphatically believe
things about it that aren’t true. I encounter confusion over Twitter every day, especially in the
real world as I chat with folks who have either never used it, or have tried it and then walked
away. It also pops up on Twitter itself (where, incidentally, I’m @harrymccracken and a feed
of all Technologizer stories is available at @technologizer).

I don’t claim to understand everything there is to understand about Twitter. (If you don’t
understand that it’s impossible to fully understand Twitter…well, then you don’t understand
Twitter.) I have, however, formed some strong opinions about what I call Twitter myth-
perceptions. After the jump, my stab at addressing ten of ’em.

Mythconception #1: Twitter is something utterly new.

51
Reality: I’m not sure if I’ve convinced a single soul of this, but I stubbornly maintain that
Twitter is a whole lot like the CompuServe forums that were once the dominant hub for
online discussion–it’s just tweets are faster, shorter, and more flexible. What I mean is that
Twitter is ultimately a tool for sharing information, advice, and opinion about just about any
topic you can imagine. It’s a community with lurkers, friends, astonishingly helpful strangers,
and the occasional jerk. In short, it has much in common with every other online community
that’s ever thrived over the past few decades. My advice: If you find yourself
discombobulated by Twitter, focus on the aspects of it that are familiar rather than those that
aren’t.

Mythconception #2: The fact that some people tweet about what they ate for breakfast
is a sign that Twitter is shallow.

Reality: Even if ninety percent of tweets and twitters weren’t worth anybody’s time, Twitter
would only be following Sturgeon’s law. And even then, it would be a mistake to judge
Twitter by what it’s like at its worst. Like novels, magazines, and movies, Twitter is a
judgment-neutral container. Some people fill it with garbage, others with wonderful stuff. I
wouldn’t judge Twitter based on tweets I find annoying or boring any more than I’d form
opinions about American cinema in its entirety based on, say, this.

Mythconception #3: People who tweet what they had for breakfast are wasting your
time.

Reality: Maybe–but only the first time they do it. After that, it’s your own dang fault for
continuing to follow someone whom you find boring. Twitter, unlike a crowded airplane, is
not a place where anyone is forced to listen to someone else blather; you’ve got complete
control over whose tweets you do and don’t read.

Mythconception #4: Twitter encourages rampant narcissism.

Reality: Narcissists, I’ll concede, may well use Twitter in a narcissistic fashion. But Twitter
isn’t much fun unless other Twitters take notice of you–which they won’t if your tweets
consist entirely of navel-gazing. The people who get the most out of Twitter over the long
haul are those who figure out how to reach out and engage their fellow human beings in
conversations. Painfully obvious observation: Being interested in other people is far more
likely to get them interested in you than being interested in yourself is.

52
Mythconception #5: If you follow someone on Twitter you’re honor-bound to read
every word he or she tweets. Not doing so is disingenuous, or rude, or maybe both.

Reality: Explain to me again the logic behind that contention? I love Sarah Vaughan’s music
but haven’t listened to all of her albums. I subscribe to Fortune magazine but don’t read every
article in every issue. I dote on Mitchell's Ice Cream but have tasted maybe fifteen percent of
the several dozen flavors it sells. More to the point, there are many bloggers whose work I
admire, but not one whose output I read in its entirety, down to the last syllable. Tweeting is a
form of (micro)blogging; when you follow someone, you’re simply saying “I find what you
have to say interesting enough that I want to be able to keep tabs on it easily.” Or at least
that’s what I’m saying about the 1260 Twitterers whom I’m following at the moment.

Mythconception #6: If someone follows you, etiquette demands that you follow that
person back.

Reality: One of the best things about Twitter is that you don’t have to follow everyone who
follows you and vice versa. It’s fair to say that the most rewarding Twitter relationships are
those that involve both parties following each other and interacting, but I’m not
presumptuous enough to believe that everyone whose tweets I like reading has the time or
interest to pay attention to me. Or to put it another way: Oprah Winfrey has more than
944,000 followers, and is following eleven people. You’re telling me that Oprah is boorish?

Mythconception #7: Twitter is a significant commitment that burns up a lot of time that
busy people simply don’t have.

Reality: I blame Twitter itself in part for this misconception. Here’s how it defines itself on
the homepage you see the first time you visit before you have an account:

53
I’m not saying that’s not an accurate explanation of one legitimate way to use Twitter, but it
surely doesn’t explain the service in all its diversity…and it’s more than a tad intimidating.
When I recommend Twitter to some friends and acquaintances who aren’t current users, they
get panicky looks and say they’d have trouble recording their every move via Twitter. I
explain that you don’t have to tweet frequently, and you aren’t required to tweet your
mundane daily activities. Actually, the best twitters I know tweet only when they have
something interesting to say. And that something is often an opinion, an observation, or a link
to something worth sharing, rather than an answer to the question “What are you doing?”

Mythconception #8: Your number of followers says something about how interesting
your tweets are.

Reality: When you sign up to use Twitter, the service not only comes up with a list of
suggested folks for you to follow but defaults to checking them all off, so one click of your
mouse lets you follow all of them. Many of these people have one thing in common: They’re
really, really famous.

The fact that you’re a celeb doesn’t mean you’re bad at twittering–@lancearmstrong, for
instance, is pretty darn good at it, even if he does tweet about what he ate for breakfast. But
some of Twitter’s suggested users are interesting only because they’re well-known. If
@mariahcarey was named, say, CariahMarey, I have a hard time believing that a third of a
million souls would be paying attention to her.

It’s not just that people with a lot of followers aren’t reliably interesting; there are also scads
of people on Twitter who have one-tenth of one-percent of Mariah’s followers who know
what they’re doing and are fun to read. As good as Twitter is, one of its major failings is still
that it can be a challenge to find the best twitterers; I don’t have a pat solution on how to
54
solve that, but I do know that the service’s suggested users feature, in its current form, may
actually be eroding any relation between quantity of followers and quality of tweets.

Disclaimer: The fact that I find Mariah Carey’s tweets tedious doesn’t mean there’s anything
offensive about her use of Twitter, or objectionable about following her. (See

Mythconception #9: Twitter’s 140-character maximum is a liability.

Reality: Look, I’m not saying that having so few characters to work with can’t be frustrating,
and I hereby predict that Twitter–sooner or later, in one fashion or another–will lift the
limitation. But in most respects that matter, I think the 140-character count is one of the best
things about Twitter. It forces people to get to the point. It helps them become better writers
by forcing them to delete superfluous words. It makes tweets–the really good ones, anyhow–
into a sort of poetry. You ever hear anyone make the case that haiku would be improved if it
involved twice as many words?

Mythconception #10: There are right ways and wrong ways to use Twitter.

Reality: Okay, there’s one profoundly wrong way to use Twitter–as a vehicle for spam.
(While writing this article, I signed up for a new account; within moments of its creation, it
had three followers, at least two of which were spammy, and one of which had a
pornographic, Britney Spears-related avatar.) Beyond that, though, I’m not sure if there’s
such a thing as an objectionable method of using this service–and while there are things you
can do with Twitter which I think are exceptionally nifty, it’s fine if you disagree. If you
don’t like the cut of a particular Twitterer’s jib, the proper response is not to squawk but to
stop following that person. If one of your own followers offends you, you can block him or
her. Beyond that, I’m in favor of Twitter libertarianism: I won’t tell you how to live your life
on Twitter if you won’t tell me how to live mine.

55
TWITTER

Parent Company TWITTER INCORPORATION

Category Website – Social Networking

Sector Media & Entertainment

Follow me on Twitter; Follow your interests; Yours to Discover; Get

Tagline/ Slogan real time updates about what matters to you.

56
 A micro-blogging websites on which the celebrity accounts are highly
USP credible

STP

Segment Internet utilizing computer users

Target Group People looking to follow their favorite celebrities and brands

Positioning Positioned as a social networking and micro-blogging website

SWOT ANALYSIS:

1.A good brand image in market for credible celebrity accounts

2. One of the early market entrants
3. Speedy and concise updates enabled
4. Highly preferred by organizations or celebrities for business or
publicity purpose
5. Has a strong brand name already and popular mascot the bluebird
6.Great platforms to interact with their customers
Strength

1. Unequal distribution of tweets. 90% of tweets are coming from the

top 10% of the users.
2.Unable to innovate to offer newer features
Weakness 3.The business model has limited scope for expansion

1. It may become the dominant way for businesses to communicate

with their customers.
2.To invite more celebrities and organizations to create credible
accounts
3.Integrate with more telecom operators or similar companies
Opportunity

1. Competitors present in market

Threats
2.New upcoming social networking websites

57
 3.Fake accounts and hacking instances

Competition

Competitors

1.Facebook
2.Tumblr

3. LinkedIn

58
COMPARISON OF FACEBOOK & TWITTER

Website https://www.facebook.com https://www.twitter.com

Features Facebook features include the, Friends, Fans, Tweet, Retweet, Direct

Wall, News Feed, Fan Pages, Groups, Apps, Live Messaging, Follow People
Chat, Likes, Photos, Videos, Text, Polls, Links, & Trending Topics, Links,
Status, Pokes, Gifts, Games, Messaging, Photos, Videos
Classified section, upload and download options
and others

59
Alexa Rank 2 (August 2014) 11 (September 2013)

Introduction Facebook is a social networking service launched Twitter is an online social

(from in February 2004, owned and operated by networking service and
Wikipedia) Facebook, Inc. As of September 2013, Facebook microblogging service that
has over one billion active users, more than half enables its users to send and
of whom use Facebook on a mobile device. read text-based messages of
up to 140 characters, known
as "tweets".

Registration Required Required

Key people Mark Zuckerberg, Founder and CEO; Dustin Jack Dorsey, Chairman;
Moskovitz, Co-founder; Sheryl Sandberg, COO; Evan Williams, CEO; Biz
Matt Cohler, VP of Product Management; Chris Stone, Creative Director
Hughes, Co-founder

Advertising Advertising supported in the form of banner ads, Advertising supported in the
referral marketing, casual games form of promoted tweets

Current status Active Active

Upload Yes Yes

photographs

Private messages Yes Yes

Instant Yes No
messaging

60
Launch date February 4, 2004 July 6, 2006

Type of site Social networking service Social networking service

Number of users 1.28 billion (monthly active, March 2014) Over 500 million

Founded by Mark Zuckerberg Jack Dorsey

Post updates Yes Yes

Play games Yes No

Headquarters Menlo Park, California, United States San Francisco, California,

location United States

Users express "Like", "Share", or "Comment" "Retweet" or "Favorite"

approval of
content by

Share links Yes Yes

Languages Available in 70 languages Available in 29 languages

Number of 6,818 (as of March 2014) 3,000 (as of 2014)

employees

Reblog posts Yes Yes

Follow trending No Yes

topics

Written in C++, PHP, D JavaScript, Ruby, Scala, Java

Follow people Yes Yes

61
Add friends Yes No

Privacy settings Yes Either public or private

Revenue $7.87 billion (2013) $664 million (2013)

Current $104 billion $10 billion

estimated value

Post length Unlimited 140 characters

Industry Internet, Social Networking, Smartphone App Internet

Edit posts Yes No

Users express "Comment" or "Reply" "Reply"

opinions about
content by

Mention users Just the name (e.g. "User") The @ sign and then the name
by (e.g. "@user")

62
CASE STUDIES:

Hacked! 2 Twitter Case Studies

Having social media pages is great for your business in terms of visibility and branding.
However, one of the risks of having a Facebook and/or Twitter is the dreaded possibility of
getting hacked. Twitter stated that more than 250,000 passwords were comprised this year
exposing all of those accounts to hackers. Recently, Twitter noted that hackers have been
focusing on large-scale hacks as opposed to private account hacks. The Burger King and Jeep
Twitters accounts were examples of such hacks.

Burger King’s Twitter Account

The first sign that Burger King’s official Twitter account was hacked was pretty obvious. The
photo was changed to the McDonalds logo, and the name on the account was changed from
Burger King to McDonald's.

Next, the page background was changed to a picture of McDonalds’ new Fish McBites. It
looked just like a McDonalds Twitter page, yet the Twitter handle remained @BurgerKing.

The hacker claimed that BK was sold to McDonald's and then proceeded to post numerous
raunchy messages. BK’s Twitter bio was also changed to “Just got sold to McDonald's
because the whopper flopped”

Jeep’s Twitter Account

After the Burger King account was hacked, Jeep’s Twitter was hacked in a very similar way.
Some suspect it was the same person or a copycat hacker. Burger King was referenced in the
bio, and the Jeep Twitter page background was changed to a McDonalds’ logo.

The hacker said that Jeep was sold to Cadillac and then posted multiple inappropriate tweets.

Thankfully, Burger King and Jeep quickly regained control of their accounts. These are just
two examples of how quickly a hacker can get in and control your social media account. This
could have been a recipe for disaster and quickly tarnished the reputation of both of the well-
known national brands. However, both companies responded to let followers know that they
were not involved in the changes to the account. McDonald’s also took the opportunity to let
their followers know that their company was not behind the Burger King hacks. BK put out a

63
statement apologizing to their followers, and saying that they had suspended the account until
they could legitimize it again.

Burger King’s Twitter PR Blunder

With the rise of social media, we have seen a lot of incidents where accounts of celebrities
and well-known companies are hacked. In the past, most social media hacks have been seen
as offensive in nature or controversial; which can leave a rather tarnished image on the
individual or company.

Earlier last year, Burger King’s Twitter account was hacked. The name of the account, as
well as the picture on the profile, was changed from Burger King to McDonald’s. The hacker
claimed that Burger King was sold to McDonald's and then proceeded to post a McFlurry of
offensive tweets.

Some may see this hacking as a blessing in disguise. How so? Well, this incident resulted in
5,000 new followers to Burger King’s Twitter account within the first 30 minutes. While I
don’t think this event should be described as a “blessing in disguise,” I do think that the result
could have been a lot worse.

Although some of the tweets were inappropriate and suggested a few things about Burger
King employees, the social media world knew that the account had been hacked and therefore
didn’t hold Burger King accountable for the things that were said. [PR] Crisis averted!

Overall, this episode proved that not all social media disasters are detrimental to a company’s
image or brand. Be sure to check back in soon as we launch a new blog series dedicated to
social media hacking. This blog series will give you information on what happens when you
get hacked, how to protect yourself from being hacked, and how to recover if you’ve been
hacked.

64
REVIEW & LITERATURE

30 PR Experts You Should Follow on Twitter:

If you’re like me, you like to follow people on Twitter who provide valuable information you
can use and learn from. Because this is a PR blog, I thought I’d share what I believe to be the
30 PR experts you should follow on Twitter. Now, I’m sure there are many more who
deserve to be on this list, so please leave a comment with your favorites.

1. Bill Stoller – 25-year PR Pro helping others get their share of publicity; Editor & Founder,
Free Publicity Newsletter.

2. Joan Stewart – Publicity and PR expert, journalist, author, biker chick, gardener, foodie,
Weight Watchers devotee, Sopranos junkie & proud Cheesehead.

3. Paul Hartunian – World renowned free publicity expert, 1st person to REALLY sell the
Brooklyn Bridge, making worldwide news, has dog rescue sanctuary:
www.AuntMarysDoghouse.com

4. Josh Sternberg – Communications firm owner. Guest writer @ Mashable. Yankees fan.
Musician.TV aficionado.

5. Deirdre Breakenridge– PR Professional, Author and marketing communications agency

owner

6. Todd Defren – Principal at SHIFT Communications, and a PR blogger.

7. Perfect Pitch PR – Public relations tips, resources, and services for small businesses and
enterprising individuals.

8. Nikki Harmon – Acct Mgr at 360i. Passionate about PR. Mistress to Social Media.

9. Danny Brown – Social media strategist for Maritz Canada. Middle name is a community.
Emerging media purveyor.Social media for good game challenger. No friend of spammers. –

10. Dorothy Crenshaw – Founder of creative PR firm w/ expertise in digital brands. Mom.
Lapsed fitness maven. Recovering a TV addict. Candyholic. Love those Mad Men.

11. Barbara Rozgonyi – Wired Branding |Social media marketing PR Speaker | SMC Chicago
Founder | Publisher, wiredPRworks | Hungarian | Kids [20~17~15], Cat=tabby

65
12. Mary Lower – Chief Storyteller using high tech tools to tell traditional tales – PR &
Media Relations for Sterling Cross-Comm.Mom to Wondertwins and Supergirl.

13. Christine Perkett – The CEO and founder of Perkett PR, Christine provides her followers
with great PR tips and links to highly informative PR blog posts.

14. Pam Perry – A PR coach and social media marketing experts with a focus on ministry
marketing.

15. Dan Janal – Publicity expert, author, speaker, avid reader, kayaker, blues/acoustic guitar

16. Julie Hall – Mommy of two boys, Wife of one, Marketer and Media Junkie, Founder of
Mommies Clique and EVP/Partner at Schneider PR

17. Alan Weinkrantz – Social Media Guy / Clients in the US and Israel / Contrib Columnist:
San Antonio Express-News, Catalyst for http://www.sanantoniostartups.com

18. Petri Darby – Creative brand marketing strategist, writer, public relations pro.

19. Dan Keeney – President of DPK Public Relations, baseball and cycling fan and beer
enthusiast.

20. Kami Huyse – On the PR treadmill of life.

21. Julie Bonn Heath – PR Principal, Author, National Freelancer, Blogger, Christian,
Gardener, Green Mom, Host of #idol & #journchat participant.

22. Heather Whaling – Communicating … Connecting. PR & SM small biz owner

(@GebenComm). Love nonprofits, sports, politics, news, pop culture, vino & my iPhone.
Blog: www.prtini.com

23. Sarah Evans – @SevansStrategy, non-profit, social good, fashion, #journchat, and
MediaOnTwitter, community mgr @Pitchengine, dog lover.

24. Valerie Simon – SVP BurrellesLuce Media Monitoring and Measurement; Public
Relations Columnist/ Freelance writer, Suburban mom of 2/still an NYC girl @ heart,
#PRStudChat host

25. Mike Schaffer – Director of Social Media for a Sports & Entertainment PR Agency,
Founder of The Buzz!, Husband, Puppy Daddy

66
26. PR Expert – Award-winning & certified Public Relations Expert. Offering strategic media
coaching with supplementary products helping you go from good to exceptional.

27. PR By the Book – Publicity firm offering public relations campaigns and media
consulting services for authors • publishers • businesses • products.

28. Conversation Age – I help businesses understand how customers and communities have
changed marketing, PR, and communications – and how to bring value in this new
environment.

29. Katja Presnal – PR/ social media marketing consultant

30. David Meerman Scott – Marketing speaker and bestselling author of The New Rules of
Marketing and PR and the new book World Wide Rave.

67
TWITTER PROS & CONS:

Ninety percent of small businesses have created a Facebook presence, but many hesitate to
create (or use) a Twitter profile to market their business. It’s easy to see why: Twitter is
different. With users throwing around @’s, #’s, and acronyms, it can seem a little foreign
compared to the intuitiveness of Facebook. Even so, Twitter’s 288 million active users is an
attractive audience that you should consider connecting with. When you understand the
advantages and disadvantages of Twitter, you can better decide to tweet or not to tweet.

Twitter Pros

Twitter is massive. Even if you are a small business with a very unique niche, Twitter is big
enough that you can find an audience.

Every tweet goes to your followers. On Facebook, each post you make only goes out to some
of your fans because of Facebook’s algorithm. On Twitter, unless you tweet directly to
someone, each and every tweet goes to all of your followers.

Tweets are easy to create. While many brands share links to longer content, a simple tweet
takes less than a minute to write and send, but can still be very effective. During the Super
Bowl power outage, Oreo’s “You can still dunk in the dark” tweet generated over 15,000
retweets.

You can get to the point. Since you are limited to 140 characters, you need to get to the point.
On Twitter, you should still be polite, but you can be more direct than on other platforms.

Twitter Cons

Twitter is busy. Twitter users generate 340 million tweets per day, and most users follow
several hundred profiles. Because there is no Edgerank, if you only tweet once or twice a day,
your tweets are quickly buried in your followers’ feeds.

Twitter is not ideal for visual content. Twitter is mostly text-based. If you want to share a lot
of photos, Pinterest or Instagram may be a better fit. (Even so, tweets that include a link to a
photo have twice the engagement of tweets without a photo.)

68
You are limited to 140 characters. If you have trouble expressing your thoughts in just a few
words, Twitter will be a challenge.

Not everyone can advertise. While Twitter does allow for promoted tweets and profiles, you
need to be approved by Twitter before you can use its promotion features. You can find out
more about promoting your small business on Twitter here. Update: In April 2013, Twitter
opened up advertising to all U.S. accounts.

69
CONCLUSION:

This study is one of the first to inquire about the public relations applications of Twitter.
Insights from public relations professionals offer an in-depth look at the current and future
uses of Twitter within the industry. Results from this study provide public relations
professionals information regarding how the industry utilizes Twitter in an integrated social
media strategy and how those efforts will further develop over time. Previous research
provided a predictive framework that showed the evolution of social media and it's
mainstreaming into communication campaigns. Public relations executives agree that Twitter,
like its predecessors, is a valuable tool if used correctly and integrated into a well-rounded
communications strategy.

Twitter is a huge time suck especially as you follow more and more people. There is such a
deluge of information, it’s so easy to get pulled into what’s going on in the Buffalo Bills
locker room as opposed to what Apple’s new announcement really means, and how we
should react to it.

Twitter should be integrated into any communications initiative that wishes to connect with
audiences in a highly targeted, authentic and personal way. PR professionals should view
Twitter not as a component of a campaign, but as a powerful, new way to build relationships
that extends beyond defined time periods or promotion

It’s likely that Twitter will become a feature in the majority of the company’s campaigns. It’s
not a “one size fits all” solution and there are some companies for whom it may not be as
relevant, but any organization with a consumer's face will likely adopt it.

70
ANNEXURE

BIBLIOGRAPHY

FROM BOOKS:

EFFECTIVE PUBLIC RELATIONS AND MEDIA STRATEGY

- By C.V. NARASIMHA REDDI

Publisher: PHI LEARNING PRIVATE LIMITED(Yearof Publication 2014).

MANAGEMENT OF PUBLIC RELATIONS

- By R. K. Raj

R B S A Publishers, 01-Jan-2007 - Journalism and public relations

NEWSPAPERS:

Timesofindia.indiatimes.com

www.economictimes.com

WEBSITE:

www.Google.Com

www.twitter.com

www.ask.com

www.wikipedia.com

www.ereleases.com/prfuel/pr-experts-follow-on-twitter/

71