Twitter Manual
TweetReplyMentionHashtagUnfollowRetweetListFollowTrendingTweetReplyMentionHashtagUnfollowRetweetListFollowTrendingTweetReplyMentionHashtagUnfollow
Twitter Manual
For modern diplomats, Twitter is a useful and interesting tool for establishing contacts, distributing messages, expanding networks, and gathering information. Twitter is fast, interactive and simple, with the potential to reach large numbers of people. You can send tweets at lightning speed to large groups of people and organisations you would normally find hard to reach. Twitter provides an easy way of showing what a department, mission, or head of mission is doing. The general public and professionals can question you directly, forward your messages, and share knowledge and information with you. Twitter is ideal for finding out what is going on in society and what people are talking about. In short, it can be very useful, powerful and exiting.
What is Twitter? Twitter is a form of microblogging that allows its users to publish ‘tweets’, short messages of no more than 140 characters. Tweets are similar to text messages, but with one big difference: anyone can read your tweets, and you can read the tweets of others. To a tweet you can add a link to a website, photo, or video. Anyone can create a Twitter account and add friends, colleagues, or like-minded individuals to their profile. Every Twitter user has his/her own timeline, where they can see messages from other Twitter users they follow. You can tweet on a computer, mobile phone, smartphone, or other internet-enabled mobile device. The 140 characters allow you to send tweets quickly and easily to large numbers of people. Twitter is very popular. Its 200 million plus users include politicians, heads of state, journalists, celebrities, multinationals, brands and governments. |2|
Why Twitter? There are many reasons for adding Twitter to your repertoire of networking tools, alongside your website, Facebook, and face-to-face contact. Twitter is potentially useful for the activities and networks of departments, missions, and heads of mission. Here are some of Twitter’s advantages: • It provides an open platform for your ideas. You can have an idea, express it in 140 characters, and receive replies immediately. It provides an easy way to gauge others’ opinions and express your own. • It provides insight into local situations. Within regions or countries, it gives you a glimpse of the opinions and ideas of government, media, stakeholders, and the general public. It offers a broad and diverse view of the world. • It enables you to reach a very large target group. Tweets are distributed in an instant via networks of networks. • It can be used on smartphones, tablets and other mobile devices, all of which are increasingly popular. Many locations with no land line have mobile phone coverage. • It is accessible and informal. You can easily come into contact with influential individuals, media professionals, politicians, and members of other target groups. A short question may prompt an interesting conversation or a long-term relationship. • It enables you to reach people and organisations you would normally not reach. New target groups and contacts can lead to new insights and useful input. • It is often the first medium to break news stories, reported in real time by Twitter users. The Ministry can also use Twitter to spread news, rectify errors, and add information. • It enables you to share your activities, encounters, and ideas with everyone. Even people who have no Twitter account can follow you. • It is closely monitored by journalists and the media. What happens on Twitter is shared offline. This will widen your reach even further.
Twitter Manual
• It lets you talk with anyone about anything you have an opinion about. But you can also view discussions or follow your colleagues at conferences abroad. It can increase and broaden your knowledge. • It can strengthen the Ministry’s reputation, increase awareness of policy priorities, and promote trust between the Ministry and the public.
Some guidelines While we expect public authorities to be formal and impersonal, Twitter is by nature an informal medium. For heads of mission, the personal touch has an advantage. It makes the relationship with followers less distant and thus encourages contact. Once you become an active Twitter user, therefore, it’s important to remember the following guidelines: • Be exclusive and relevant. Departments, missions, and heads of mission have unique access to contacts and information of interest to the general public. Tweet about what you experience, whom you meet, and what you produce. • Active Twitter users acquire a certain status and thus more followers. To get the most out of Twitter, send tweets and reply to other tweets regularly. • Refollow relevant followers. But also follow influential individuals, (local) media outlets, and NGOs. Following other Twitter users is essential for building a network and obtaining information. If you worry about commenting on the people and organisations you follow, ensure you have a fair balance of opinions among your followers. But remember that following someone is not the same as expressing a preference or endorsement. Refollowing is essential to Twitter use. • You have 140 characters, which does not seem much, but a short text can be powerful. It forces you to get to the point and creates opportunities for retweets, mentions, and quotes. • Ensure that your tweet leaves enough characters for a retweet (forwarding a tweet to another Twitter user), that is, 140 characters minus the characters in ‘[RT @ accountname]’. • In your tweets, use hashtags (labels linked to a subject and marked with a hash sign ‘#’). Are you organising an event? Report on it via Twitter, and introduce a logical hashtag appropriate to the event. • Retweet the tweets of others or news sources. There is no sense in retweeting only your own tweets if others could add information to them. Ensure you know what you are referring to. • Practise Twitter etiquette as much as possible. This is not obligatory, but it shows that you understand how Twitter works and the sort of courtesy expected. So thank other users for their retweets, pay compliments, ask questions, take photos, share links, and follow. • Each time you are about to tweet, ask yourself ‘Could I also say this on the phone or in a crowded train?’ • Be personal where appropriate, but keep your private life out of Twitter as much as possible. Think about how much you want to reveal, and remember that once a message has been posted, it will always be traceable. • Don’t delay answering questions or comments addressed to your account. Reply within a day, preferably sooner. Not every comment, mention, or suggestion needs a reply. And you can sometimes refer to other online locations, such as websites and email addresses. You don’t need to conduct all your correspondence on Twitter. If confronted by provocations or political reactions, or if in doubt, always consult the department of Communication. • If you only want to follow and ‘listen’ without participating actively, do not use the mission account. Empty Ministry Twitter accounts (without tweets) are undesirable: they give the impression that the mission is inactive or uninterested.
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• Use a dashboard or an app on your mobile device. Keep track of information about yourself, your organisation, and the topics of your tweets. Keep the alert function turned on, so that you are always fully informed. • Send tweets at regular intervals during the day or week. It makes a poor impression to send no tweets for a while and then suddenly to send a large number. Use the schedule function provided by your dashboard and some Twitter apps. If your target group is international and located in various time zones, it helps to prepare your tweets in advance. • Don’t insert a disclaimer in your bio; take responsibility for all your tweets. If you make an error in a tweet, correct it in another tweet. Don’t just delete the tweet. • In a retweet, you don’t need to indicate that you agree with the original tweet’s content. If you want to do so, enter a brief comment before your retweet. It’s okay to share the tweets of others; it makes you part of the Twitter community. • Check your bio regularly, especially if your posting changes. Change your job description in good time. • Read Annexe 3 of the Ministry’s Principles for Online Networking (see the Online Toolkit on the Rijksportaal).
The Ministry’s rules
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The Ministry is happy – keen in fact – for its staff to use Twitter. But we do ask you keep to the Ministry’s rules. A Ministry Twitter account must have a recognisable Ministry identity. This means that the account profile (the bio and avatar with the Rijkslogo ribbon) must show that this is an official Ministry account. For the benefit of both the Ministry and the recipient, the account holder’s identity must be clear. A recognisable profile, consistently applied, benefits the Ministry’s online identity. Recipients must be in no doubt about the Twitter user they are dealing with. So ensure that your bio is accurate. The profile is important for recognisability and transparency. But for the image of the Ministry or one of its units, the content is the deciding factor. Your tweets – their content, tone, timing, and interactivity – will distinguish you from other Tweeter users. You can use your tweets to show you have a modern outlook. You can offer a glimpse into the Ministry’s unique world. You can respond to current events and your target group’s need for information. And you can share information rapidly with followers and other interested parties about the various facets of Ministry work. Every Ministry Twitter account is a Ministry calling card. Followers must be able to assume that its information is correct, timely, and coherent. A Ministry Twitter account should never be empty, that is, containing no tweets. If you want to follow a discussion without taking part, use a dashboard like Hootsuite rather than an account with a Ministry username. A dashboard allows more scope than Twitter itself for following tweets, topics, and other Twitter users. For more information on dashboards, see the Online Toolkit.
Twitter Manual
In brief: • The user and profile name of a Ministry Twitter account must be recognisable and logical. They must be composed as uniformly as possible and be easy to understand and remember. • A Ministry Twitter account is a long-term project. When heads of mission leave for a new posting, they may take their Twitter account with them, but the mission must retain its own account, including the network that has been built up. • The profile of a Twitter account must be completed properly and in full. It must be clear who owns which account and what its purpose is. • The Ministry must not hold any empty accounts. An inactive account gives the impression that the holder is out of touch and has nothing to say.
Structure of accounts There are various types of Ministry Twitter account, each of which is described below. Missions occupy a special position, because they can have two types of Twitter account: that of the mission itself and that of the head of mission. These two roles will overlap if the head of mission tweets from the mission account. And when heads of mission leave for a new posting, they may have to rebuild their Twitter networks from scratch. Missions likewise need sustainable Twitter accounts; they shouldn’t have to relaunch with zero followers every four years. In addition, heads of missions may adopt a personal style when tweeting, while missions may opt for more formal approach. A clear distinction must therefore be made between mission accounts and those of heads of mission.
Missions accounts • Username: ‘@NLin[countryname]’: enter the country name in full (provided it is 15 characters or fewer) and in a language of your choice (not ‘NLinGer’ but ‘NLinGermany’). If the mission is a consulate-general, ‘@NLCG[placename]’. If the mission is a permanent representation, ‘@NLmission[nameoforganisation]’. Or in the case of UN bodies, ‘@ NLmission[placename]’. • Profile name: enter an abbreviated, descriptive name for the mission (max. 20 characters). • Bio: enter the mission’s full name: ‘Embassy of the Kingdom of the Netherlands in [country name]’. You should preferably also mention the name of the serving ambassador. Enter a message explaining your motivation and the purpose of this account. Close with a link to the mission website. • Location: the location or country of residence. This field is important for inclusion in the social media guide of the Ministry’s accounts. • Avatar: the Rijkslogo. You can choose from two variations: with or without the extra image (left or centred below the Rijkslogo). See the Online Toolkit. • Cover photo: you can insert any photo as long as it conforms to the Ministry Principles for Online Networking.
Avatar Profile name
Location
Cover photo Username Bio
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Accounts held by heads of mission • Username: the head of mission’s first name and surname (or initials and surname), preferably without spaces. If a Twitter account with the same name already exists, compose a variation of it (max. 15 characters). • Profile name: preferably the head of mission’s first name and surname in full or his/her position (max. 20 characters). • Bio: first, enter your position and country of residence. Then say something about yourself or the topic of your tweet. Do not enter a disclaimer: when heads of mission tweet, they always do so in their official capacity. Close with a link to the mission website. • Location: the location or country of residence. This field is important for inclusion in the social media guide of the Ministry’s accounts. • Avatar: a high-quality passport photo with the Rijkslogo ribbon to the right. COM can help you create an avatar. • Cover photo: you can insert any photo as long as it conforms to the Ministry Principles for Online Networking.
Avatar Cover Photo
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Profile name
Username Bio
Location
Other Ministry’s accounts • Username: this must be clear and logical, and should not contain jargon or abbreviations (for instance those of a department). • Profile name: the name of the unit or project. You may also mention the topic. • Bio: enter the full name of the unit or project. Enter a message explaining your motivation, and the purpose of this account. Close with a link to Rijksoverheid.nl, another website, or another social media account. • Location: the location or country of residence. This field is important for inclusion in the social media guide of the Ministry’s accounts. • Avatar: the Rijkslogo. You can choose from two variations: with or without a specific image (left or centred below the Rijkslogo). See the Online Toolkit. • Cover photo: you can insert any photo as long as it conforms to the Ministry Principles for Online Networking.
Accounts held by the Ministry’s staff Any staff member may open and use a private Twitter account. The only official Ministry accounts are those of the ministers and senior civil servants, Ministry departments, missions, and heads of mission. The only exceptions are the accounts of other staff members who are mandated to tweet on the Ministry’s behalf. ‘Private’ does not mean that you are not permitted to tweet about your work or the Ministry. But your tweets must not be regarded as utterances by the Ministry. The dividing line between private and professional life can be blurred, especially when viewed from the outside world. Even if you are online in a private capacity, you may still be addressed in your
Twitter Manual
capacity as a staff member of the Ministry. In your bio, you can describe who you are and what you want to talk about. You can mention that you work at the Ministry of Foreign Affairs, but try to make it clear that you are tweeting in a personal capacity – and not in that of a Ministry’s staff member (for instance by inserting a phrase like ‘Tweets are all mine’). Remember you may run into problems if you express personal political opinions concerning policy areas within your own or the Ministry’s remit. Re-read Annexe 4 of the Ministry Principles for Online Networking, which deals with staff’s private use of the internet. You will find this document in the Online Toolkit on Rijksportaal.
How to acquire (more) followers Building a wide Twitter network takes time. Don’t be discouraged if you do not have hundreds of followers within a few months. And remember: it’s not just the number of followers that matters. It is more important to build a network and a sphere of influence, to gather public support for the Ministry’s work, and to provide a platform for exchanging news and ideas. It’s all about relevance and the willingness to share information in a way that appeals to your followers. Here are a few tips: 1. Frequency: tweet regularly; stay in the picture. Tweet several times a week. 2. Variety: ensure a good mix of tweets, something of interest for everyone in your network. 3. Exclusivity: provide information that your followers cannot find elsewhere. 4. Timing: be fast and timely; always be first to break your news. 5. Getting personal: don’t be too formal, but don’t be too familiar either. Talk from your own viewpoint. 6. Surprise: in your tone, in your pictures, in what you can share. Involve your followers actively in your account. 7. Adding value: share information that people can use or benefit from. 8. Reciprocity: respond to questions, show you’ve noticed others’ tweets, and return information. 9. Authority: you have knowledge and experience; don’t be shy about showing it. 10. Follow: refollowing is customary and appreciated by other Twitter users, even if your account is a more formal one.
Instructions for setting up an account You can use Twitter in various ways: on your PC or laptop, via an app or browser on your smartphone or tablet, or via a dashboard like Hootsuite or Tweetdeck. But to create an account, you have to use your PC or laptop. Once you have created an account, you can start tweeting with the tools as described above.
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The instructions below show you how to create a Ministry account on Twitter. We explain only the fields that are mandatory for a Ministry account. For the complete manual plus handy tips, consult the Online Toolkit on the Rijksportaal.
1. Sign up
Go to www.twitter.com, and fill in the three fields in the ‘New to Twitter?’ dialog box.
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The first field is for your profile name. See the ‘Structure of accounts’ section above. Use a maximum of 20 characters. The second field is for your email address, preferably your mission or department’s mailbox (in view of transfers and replacements). A personal Ministry account may have any email address. The third field is for your password. Once you have filled it in, click on ‘Sign up’. 2. Enter your basic details
Twitter Manual
Confirm the details above, and choose a username (see the conventions in the ‘Structure of accounts’ section). If the username you choose is already in use, Twitter will let you know. In this case, choose a logical alternative. 3. Skip a number of steps
Once you have clicked on ‘Create my account’, you will see a number of screens that you can skip. Each time, click on the ‘Next’ button. If the ‘Next’ button does not appear, you may be obliged to follow one or two people. If you do not wish to do so, click on the ‘Follow’ button several times until the ‘Next’ button reappears. Then click on ‘Unfollow’ and then on ‘Next’ again. In the ‘Find your people now’ screen, click on ‘Skip’ at the bottom of the screen. Your registration is complete. 4. Confirm your email address.
The following message will appear.
Before proceeding, confirm registration by email. 5. Enter additional account details
Click on the ‘Account’ tab in the right of the screen. Fill in the following fields: |9|
Select the language in which you will tweet. Select the time zone from where you will tweet. Select the country where you are located. Save this page.
6. Build your profile
Go to the ‘Profile’ tab in the right of the screen.
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Click on ‘Photo’ to create an avatar. For heads of mission: a head of mission’s avatar consists of a personal photo with the Rijkslogo ribbon added. The Rijkslogo ribbon (to the right of the avatar) is reserved for serving heads of mission in their capacity as official representatives of the Kingdom abroad. This is the result:
COM will create an avatar for you. Save the photo on your computer and select it in the drop-down menu. For senior civil servants of the Ministry (the Secretary-General, the Deputy Secretary-General, the DirectorsGeneral, and departmental heads): the avatar consists of a clear photo without the Rijkslogo ribbon). For other official Ministry accounts: the avatar consists of a centred Rijkslogo ribbon. The Online Toolkit contains an image that you can use for this purpose. COM can help you add an image to your avatar.
Twitter Manual
Header: This allows you to add an image to the frame in which your profile details appear. If you don’t wish to add an image, you can leave it as it is (black). In the latter case, you should display a background image (step 7) that says something about your department/mission or purpose. Both are possible, but ensure you strike the right balance. When you choose an image for your header, consider your avatar and the readability of your bio text. If you choose a background image, keep the header modest, and use for example a single colour or neutral colour combination. 7. Change your background (optional)
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A background image is not mandatory, but it is recommended. You can regularly add a new image to your account, especially if it shows something about the Netherlands, current events, or your department/mission or project. Choose a high-quality photo, and check in advance what it looks like on the page.
8. Ready to go! Check your account
Your Twitter account is ready. Click on ‘Home’ in the left of the screen to see what your page looks like.
Terminology explained | 12 |
Reply: @ This is a response to another user’s tweet. If you click on the Reply button in a tweet from another user, a message will automatically open with @ and the Twitter name of the person you want to reply to. If ‘@twittername’ appears at the beginning of your tweet, it means that the tweet is addressed to a person. But other users can see your reply because all your tweets (including replies) appear in your timeline.
Retweeting (RT) If you see something interesting or newsworthy on Twitter, you can retweet it, that is, forward it to your followers. There are two ways of doing so: 1. Manually: take the other user’s original message and, at the beginning of the message, enter ‘RT’ and ‘@twittername’ of the original tweet’s sender. Users often retweet manually because they want to add something to the original tweet. For instance,
2. Automatically: every tweet you receive contains a ‘Retweet’ link (with two arrows). If you click on it, that tweet will automatically be forwarded to all your followers. You cannot change this tweet or add anything to it. Your followers will also see on their timeline that this tweet has been retweeted by you.
Mention When someone quotes your username in a tweet, it is called a ‘mention’. This means that you become visible to the followers of the user who mentioned your username. It is unlike a ‘reply’, which also refers to your username but is primarily addressed to you. It is always important to monitor your mentions in tweets, even if they require no action of you.
Twitter Manual
Direct Message (DM) This is a private message that enables Twitter users to converse separately without others ‘eavesdropping’. It is useful for exchanging personal details or information that you don’t want to share with other users.
Hashtag (#) A hash sign before a word in a tweet is called a hashtag. It lets you link your tweet to certain topics. Hashtags are widely used to categorise tweets and ensure that you can be easily found via search engines or queries specific to certain subjects.
List You can keep lists of Twitter users in order to group them into different categories. You can create any sort of list (politics, sports, family, media, etc.) and add anyone to it. You do not necessarily have to follow these users, but a list keeps you informed of their tweets.
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Support If you you have any questions about this Twitter Manual of about Twitter in general, please contact Paul Frank, online strategist or Mirjam Suurmeijer, online advisor. Ministry of Foreign Affairs support Paul Frank paul.frank@minbuza.nl +31 (0)70 348 4005 Mirjam Suurmeijer mirjam.suurmeijer@minbuza.nl +31 (0)70 348 5228 Frequently Asked Questions about Twitter http://support.twitter.com/
etReplyMentionHashtagUnfollowRetweetListFollowTrendingTweetReplyMentionHashtagUnfollowRetweetListFollowTrendingTweetReplyMentionHashtagUnfollowRet This is a publication of the Ministry of Foreign Affairs of the Netherlands P.O. Box 20061 | 2500 EB The Hague Š Ministry of Foreign Affairs of the Netherlands | April 2013
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