Wednesday, April 6th, 2011
This is a work-in-progress promotional piece that I thought I’d post for feedback as much as anything. Thinking of making PDF brochures out of an illustrated version, but would love to hear how your less-Twitter-friendly colleagues respond, should you feel inclined to print a copy and share it around your office? Does it just piss people off, or does it start a useful conversation? Thanks! Liam
1. Tweets should always be written in a cold, sterile and impersonal manner.
Liam will tell you how NOT to Tweet for a good cause! Sketch by Dave Schokking.
Think of them as 140 character press releases, or a text from a doctor’s surgery reminding you of a colonoscopy appointment. This avoids any notion by followers that there are real people with personalities operating your account (which could be disastrous for your reputation!). Better still, add applications that will ‘auto-Tweet’ generic updates about everything else you do online; this helps avoid any temptation by staff or followers to converse via Twitter, violating the organisation’s professional mystique.
Your ranking out of 10? /10
2. Don’t follow anyone!*
This tells the world that you are important and thus not interested in anyone else’s opinions or experiences. If you do choose to follow any other accounts, make sure it is only a few and that they are all a) newspapers, b) other organisations, and c) selectively chosen celebrities. This reinforces the appropriate power dynamic, telling ‘regular people’ who follow you that you are unconcerned with them or their interests (beyond you).
*If your organisation’s name or profile bio includes terms like ‘participation’, ‘engagement’, or ‘inclusion’, it is especially crucial that you follow this rule to the letter, so people don’t falsely assume you’re interested in talking with them.
Your ranking out of 10? /10
3. ‘Auto-DM’ all your new followers.
When someone follows you, don’t follow them back (as above), but add an application to your account that will send them automatic, impersonal Direct Messages (DMs or private messages) feigning thanks, which they will be unable to reply to (because you don’t follow them). Again, this establishes the clear power dynamic you’re looking for; they are listening, you are not.
Your ranking out of 10? /10
4. Only ever Tweet your own materials and information.
Other info or links related to your subject matter must be ignored, and if possible, actively discredited, as they represent competition in the never-ending battle for potential supporters’ mind space, time and attention.
Your ranking out of 10? /10
5. You must maintain an image of absolute perfection!
Never Tweet anything that might give your followers the impression your organisation is anything less-than-perfect. Asking questions is an absolute ‘no’, unless they are rhetorical and you provide the answer within the Tweet, or the link it contains (to your own website only, obviously). Questions declare a less-than-complete knowledge of the world and such an admission will destroy your followers’ faith in your expertise and support for your work and your cause.
Related to this, you should also never send a Tweet without carrying-out a thorough the cost-benefit analysis of doing so. This helps to ensure you do not say something inappropriate, which you might later feel demonstrates an incomplete knowledge of the subject. It is advisable to stay quiet about major events in the world, until an in-depth policy has been written and published. Several days after the fact you will be able to Tweet the most expert opinion on the matter at hand.
Your ranking out of 10? /10
6. Twitter is for junior staff to do and senior managers to sign-off.
Put your organisation’s sole Twitter account into the hands of a single, low-ranking staff member, with minimal decision making power in the organisation, and tell them exactly what they can and can’t Tweet.
You may want to develop an appropriate sign-off policy that can precede the sending of all organisational Tweets. At the same time, it is critical that you ban all other staff from Tweeting, as multiple accounts will be harder for you to control. If you cannot manage a complete ban on usage, tell staff they must separate themselves from the organisation via a disclaimer (such as ‘these are my views and my organisation does not tolerate them, but still keeps me around’) and install a web-page blocker preventing unauthorised staff from accessing the Twitter website on work time.
Your ranking out of 10? /10
7. Never reply or make conversation with followers, unless they are celebrities or senior politicians.
Some Twitter users think they are ‘having a massive conversation’. They are wrong. In the interests of your professional integrity (as your comms assistant might say inappropriate things, if not given a script), it is imperative that you do not engage with the Twitter population in anything resembling off-the-cuff banter. In the event of attempting to lobby a famous actor or Cabinet minister on your cause, Tweets should be written in advance by the most senior member of staff available, with potential follow-up Tweets for all possible responses. This said, they may still treat you as ‘regular people’(i.e. – those not worthy of their time) and as such, ignore you…
Your ranking out of 10? /10
How do you stack up? If you received more than 1 on any of the measures above, you should probably give Liam at more like people a ring (07775732383), an email (liam@morelikepeople.org), or even a Tweet (@hackofalltrades).
Tuesday, June 8th, 2010
A quick timeline:
7/6/10, 4:10pm – I noticed that
@andyvglnt had also picked-up the story, Tweeting “Danny Dyer’s new flick take £205 in 1st weekend?
@Diazzzz and I took more than that for band t-shirts and cupcakes yesterday!” Banter ensues… we decide that more people would choose to support the women Dyer ‘jokes’ about cutting, than would want to see his film. I suggest finding a suitable charity and sending a link to their donate page,
@andyvglnt suggests a page on
JustGiving.com, so we could see “how much more generous people are than Dyer is successful.”
7/6/10, 6:30 – £210 had been made, surpassing the goal and outdoing ‘Pimp’s opening weekend take.
8/6/10, 9:25am – £420 had been raised for Solace Women’s Aid, via 47 separate donors, pitching in between £2 and £100 each.
£420 is hardly going to change the world…
In the scheme of things this sum is not a remarkable total. But there are a few key learning points here for people who want to make change in the world, and for organisations that want to be a part of it.
Emergence
There is an important idea in Complexity Theory that describes how “
patterns arise out of a multiplicity of relatively simple interactions.” The common metaphor is of a flock of birds – there are no ‘leaders’ per se, but there is clearly an aligning of independent efforts that have an effect greater than any of the individual parts – the flock. There have been countless examples of how technology has enabled social ‘flocking’ to occur. What was simply a few combined hours of
@andyvglnt and my time, became something far bigger than either our efforts or our means (we are both pretty poor right now) could have achieved. Which leads to the next point…
Distributed effort
In the timelines above, what I failed to mention was that about 2 minutes after I sent the 1st Tweet, I got an important phone call from my sister, who I spent the next 45-minutes speaking with. When I got back to the computer, £95 had been raised.
@andyvglnt had been pushing it during that time, but more than 20 people had also independently chosen to re-share (‘ReTweet’) the initial message and about 10 had already chipped in money. Most people simply shared the link or made a comment. A smaller number of people made a donation.
@andyvglnt and I contributed a couple hours of our afternoon/evening. If you could calculate the total effort, it would likely be a significant sum (given the £420 involved), but was hardly more than a few passing clicks of the mouse, for hundreds of different people.
How communication is changing via technology
Technology was obviously a big enabler in this process, whether as the initial source of information and the distribution platform (Twitter), or as the channel through which funds were received (JustGiving). But what it did was not unique to technology – it amplified and sped-up the natural human urge to share things we find valuable, allowing them to reach far more people than would have ever been possible without it.
The importance of autonomy
When
@andyvglnt and I started sending messages back-and-forth, neither of us could foresee what would happen next – but we went ahead, followed our instincts and, when those instincts happen to match up with those of several hundred others, £420 that would otherwise have stayed in individual bank accounts, made it to
Solace Women’s Aid. There was no ‘fundraising strategy’, there was no plan that extended more than about 5 minutes into the future, there was just effort, and the snowballing effect of effort that gets reflected and multiplied by others. Very few voluntary organisations I have worked with would be in a position to have enabled this to happen, as how many people in professional jobs – even if women’s rights was at the core of their work – would be able to a) pick-up on a trivial bit of knowledge like ‘
Pimp’s dismal opening weekend take, and b) spend the afternoon acting on it, dropping whatever else was on the go?
How I’ve chosen to tie this into my workday
When I talk about ‘human institutions’ (as anyone who has read this blog before knows I often do), I am talking (in part) about organisations that support the potential of those within and around them to grow, and how the benefits of individual personal development can mesh with the development of the institution. This sounds simple enough, but is actually very counter-intuitive to many of the ideas that underlie traditional management know-how.
What
@andyvglnt, myself and a few hundred others did in the course of our afternoons/evenings yesterday demonstrated the microcosmic potential of what can happen when passion goes viral. It’s happening all over the place these days. Organisations that can tap into this kind of passion, are often most successful, regardless of their field.
As Dan Pink outlines in his RSA talk on motivation, how Aussie software company Atlassian (though I don’t often site corporate examples) recognises some element of this (at about 5min40sec): “Once a quarter, on a Thursday afternoon they say to their developers, ‘for the next 24 hours you can work on anything you want… all we ask is that you show the results to the company at the end of that 24 hours.’” The results have been the creation and development of a whole range of new software fixes and products that would never otherwise have emerged.
My suggestion goes a step further…
While a dedicated day-per-quarter has been a successful model for supporting innovation at Atlassian, passion isn’t always something that can be scheduled, and may be sparked by, or may come to influence, a range of other time sensitive outside factors that don’t happen to fall on the given Thursday. In other words, within this model, these are still ‘lost’ opportunities. What would happen if a more flexible approach was taken, giving staff a certain amount of flexible time – maybe it’s a day a quarter, maybe it’s more, maybe it’s less – but that, when the conditions were right, people could feel empowered to run with an idea, while it’s ‘still warm’? The logistics of this would prove challenging for most organisations, depending on individual workloads, but my personal, evidence-free hunch, especially in the voluntary sector, is that most staff would recognise during especially busy periods, where their efforts were most needed.
I will leave it to all of you to pick-apart the detail of this, but believe that it could provide a possible way for those of us who spend our days working for social change, to tap into some of the emergent social forces at play all around us, that we often don’t pick-up on in the course of a busy day at the office…
In the mean time, if you haven’t and are able, please chip-in or help share the
#DannyDyerDonate page and help Solace Women’s Aid make a difference in the lives of the women who have been victims of the domestic violence normalised by Danny Dyer’s ‘jokes’.
