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1. Chapter 7: Connecting with Twitter: Part A
Web 2.0 and Social
Media for Business 2nd Edition
Roger McHaney, Kansas State University

2. Twitter Introduced
Twitter impacts business communication, interaction, and connections with stakeholders
Over 500 million registered users send over 400 million unique tweets a day
Twitter-based communication has become:
daily part of news broadcasts,
repository of knowledge,
source of business intelligence,
tool for mass communication,
organizational aid,
wealth of helpful hints,
real time repository of cultural interaction records.
Industries have grown up around Twitter ranging from data analytics, to developing
marketing channels, to creating social communication platforms.

3. Twitter (What is it?)
Video

4. How Twitter Works
Classified as microblogging service and social media platform
User constructs a message (limited to 140 characters) sent to a list of
followers.
Messages are known as tweets.
140 character message size enables the technology to work within
the 160 character limitations of SMS protocol on mobile phone
networks.
140 Characters

5. SMS with Twitter
SMS or Short Message Service is the most widely
used data application in the world
Available on nearly 80% of all phone services.
SMS technology allows tweets to move over the
Internet, through fixed line phones, and within
mobile communication systems.

6. Twitter History
First imagined by Jack Dorsey while working for Odeo
Dorsey suggested extension to existing SMS platforms
that fell somewhere between texting, email, Listserv
entries, and social network updates.
New tool would track friends‟ activities based on short
status updates.
Dorsey worked with software developer Noah Glass who
named it "twttr".
Twttr launched March 21, 2006 by Jack Dorsey with a
tweet at 9:50 PM that read “just setting up my twttr”.
Glass added vowels to name and twttr became
“Twitter”.
Twitter reformed as its own company in April 2007.

7. More Twitter History
By 2009, Twitter became a favorite of celebrity users and public figures.
Kevin Rose, founder of Digg, made public aware of how Twitter fame
translated into cultural capital
Celebrities, athletes, and politicians became regular Twitter users.
Twitter‟s appeal became undeniable for those seeking publicity.
• Provided a direct link without needing an intermediary.
• Previously, celebrities relied on the popular press and publicity agents.
• Unedited messages sent directly in real time to millions of connected followers.
• Control over content remained with the celebrity.
Politicians were able to maintain connections with their supporters.
• Barack Obama tweeted messages and received tweets and used the information to
fine-tune his campaign.

8. Twitter and Celebrities
Developers of Twitter recognized the benefit of ensuring Twitter
could be used by high profile individuals.
Celebrities benefit and Twitter‟s popularity surged each time a
celebrity tweet was publicized in mainstream press.
Twitter employs staff members to
work with publicity agents and
media public relations staff to
ensures Twitter is used in high
profile advertising and publicity
campaigns. Twitter provides
support and promotional tools
that can help create buzz
among potential followers.

9. Celebrity Pretenders

10. Verified Accounts
A special symbol is
displayed next to the
account name to show
Twitter has ensured
account accurately
represents person or
company depicted

11. Twitter Goes Viral
Twitter is a rare example of a
social media service that took on
a life of its own.
Users began organizing their
tweets and introducing new
conventions.
Jargon developed that described
a variety of actions within Twitter.

12. Example User Innovation: @
Twitter user names needed to be identified
within the context of a tweet.
Someone came up with the idea of placing
the „@‟ symbol in front of names to help
identify a username.
The idea caught on and was added to the
Twitter platform as a permanent feature.
Now, @username is the standard way of
addressing a Twitter user (called a handle).
@

13. Example User Innovation: #
Initially, hashtags were used on IRC (Internet
Relay Chat) networks to help find group
messages related to a particular topic.
Twitter users began using hashtags to help
group conversations.
Twitter developers took notice and on July
1, 2009, Twitter started to hyperlink all
hashtags in tweets to facilitate searches.
About one year later, “Trending Topics”
added to Twitter home page to list most
popular hashtags.
#

14. Example User Innovation: RT
Another example of user innovation in
Twitter is the use of the characters „RT‟ to
represent retweets.
The „RT‟ convention gave users a way to
repost tweets sent out by others.
Counting retweets provides a measure of
popularity of a particular message.
Twitter developers, in August of 2010,
incorporated „RT‟ into their core platform
RT

15. End of
Chapter 7 Part A
Web 2.0 and Social
Media for Business 2nd Edition

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Slides Prepared by Professor Roger McHaney
Kansas State University
Twitter: @mchaney
Blog: http://mchaney.com
Email : mchaney@ksu.edu