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Fact Sheet 2 - Microblogging

Microblogging is a form of blogging. A microblog differs from a traditional blog in that its content is typically much smaller, in both actual size and aggregate file size. A microblog entry could consist of nothing but a short sentence fragment, or an image or embedded video.
As with traditional blogging, microbloggers post about topics ranging from the simple, such as 'what I'm doing right now,' to the thematic, such as 'sports cars.' Commercial microblogs also exist, to promote websites, services and/or products, and to promote collaboration within an organisation.

[Microblogging, June 2010]

For example:

Twitter is the most popular microblogging tool as of June 2010. This guideline focuses on Twitter, but it is recommended that departments investigate other options available.

Twitter

Twitter is a free microblogging and social networking site where users send and read messages known as tweets. Tweets are text and links of 140 characters or less and appear on the author's profile page and within the feed of all subscribers to the author. Subscribers are also known as followers.
Read and learn more about Twitter

Getting started

Consider developing relationships with existing successful social media business users to deliver your message as an alternative to maintaining a department account. If you do decide that a dedicated department account is the best option, consider the following suggestions:

  1. Develop a plan as part of your communication strategy before starting to tweet.
  2. Plan what your message is and how much information should be tweeted. Twitter is no different to a media release or advertisement and should be treated with the same preparation.
  3. Decide if you are going to respond to tweets, once you answer one you will be expected to continue. Twitter users expect the same level of service that would be received via phone or email if you decide to set the precedent to respond to tweets.
  4. Prepare to engage through Twitter, you are tweeting with real people who don't like to be talked at or 'spammed'.
  5. Write guidelines on what content should be promoted and how the account should be monitored.

How Twitter can work for you

Coles have created an account and monitor it daily responding to and engaging with potential and current Coles and Coles Online customers.

Conversation flows from bottom up.

Taloulah22 is making a complaint, Coles responds the same day offering support and requesting more details so they may resolve the concern.

Screenshot 1 search on user @colesonline

Successful Queensland account

ABC Radio Brisbane, @612Brisbane, have 8487 followers (as of May 2010) and update Brisbane followers on traffic issues, plane delays, community issues and community announcements daily.

@612Brisbane are ranked the 14th most popular Tweeter in Brisbane 


@612brisbane Twitter profile page

Screenshot @612brisbane Twitter profile page

Real life Twitter mistake

'Hugh Jackman came under fire when one of his tweets mistakenly called Australia's Sydney Opera House, the 'Opera Centre'. The Australian actor had to come clean that he wasn't writing his own posts, instead dictating them over the phone.'

Top 10 worst tweets, (May 2010)

Set up a personal account

Before engaging on behalf of your agency or department create a personal account and get involved with the Brisbane Twitter community to learn and understand how Twitter works and the way in which people interact. A personal account will increase your understanding of what users like/dislike and improve your ability to engage.

The Government 2.0 best practices wiki have a few government personal user accounts listed to follow to get you started.

Checklist – Microblogging

In addition to the Implementation Checklist at Appendix A, the following is also recommended:

Responding and monitoring resources (daily)

  • Set up RSS feeds for keywords relating to the agency or campaign, monitor daily
  • Review @ mentions and respond if relevant
  • Post new relevant updates
  • Check saved searches for comments not in your @ mentions.

Limited monitoring resources (weekly)

  • Set up RSS feeds for keywords relating to the agency or campaign, monitor daily
  • Scan @ mentions
  • Post and schedule new relevant updates
  • Scan saved searches for comments not in your @ mentions.

Example disclaimer - Twitter

Creators of Twitter accounts do not have the ability to remove 'tweets' (comments) on their Twitter account which they may deem to be inappropriate; only Twitter has administrator access and therefore the ability to remove inappropriate tweets.

All Twitter users agree to abide by the Twitter 'Terms of Services' ('Twitter Terms'). The Twitter Rules  form part of the Twitter Terms ('Twitter Rules'). The Twitter Rules set out minimum standards for use of Twitter and the content of tweets. Any breaches of the Twitter rules can be reported to Twitter by submitting a 'ticket request' or reporting the content to Twitter ). As a result Twitter may (but it is not obligated to) remove the offending tweet.

Popular accounts based in Queensland:

  • @612Brisbane
  • @david_gough
  • @SpreadYourWings
  • @Paul_Rasmussen
  • @brisneyland
  • @brisbanetimes
  • @BTUB.

Twitter tools

  • CoTweet is a platform that helps companies reach and engage customers using Twitter. Multiple accounts, multiple users and monitor keywords and trends.
  • Interviews, moderated discussions and guided live events.
  • Qwitter emails you when someone stops following you on Twitter detailing the last post before the person stopped following you.
  • Post photos to your twitter feed.
  • Twuffer allows the Twitter user to compose a list of future tweets, and schedule their release.

Supporting information

Decision tree – use of Twitter (DOC, 29 KB)

Last reviewed
19 July 2011
Last updated
22 August 2011