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非營利組織如何利用Twitter 「推特」:成功經驗分享

這篇文章是從Techsoup的NetSquared找到,由Social Ch@nge.撰寫的一篇採訪稿How a non-profit can use Twitter: A real-life example相信對想開始嚐試(Twitter)推特的NGO伙伴很具參考性,感謝Ryan為我們做的翻譯。

Theory is good, but real-world examples are better. I recently interviewed Danielle Brigida, Associate Operations Coordinator for the National Wildlife Federation. The NWF has done a great job of rolling out Twitter as a social media tool - both as a listening post and a place for conversations. Danielle explains…
理論有其價值,但是實際的成功經驗更讚。最近有機會訪問了美國野生動物基金會(National Wildlife Federation/NWF)的營運副理Danielle,該組織成功的利用「推特」作為社交媒體的工具,提供了絕佳的互動管道。以下是訪談摘要:

1) Why did NWF decide to start using Twitter? Was it championed by an individual, or did it “bubble up”?
NWF為何選擇「「推特」」?是有人主導或是順其自然的發展?


Two years ago, I was tasked by my boss to “join social networks.” I had started out managing the National Wildlife Federation’s Facebook and MySpace profiles and more, and discovered Twitter while attending the 2007 Nonprofit Technology Conference. I didn’t fully understand it, but I did see potential for NWF because I knew we had interesting and meaningful information to share. I signed NWF up and started tweeting random wildlife facts and links to NWF action alerts and more. I didn’t really know how to start the conversations yet–but I knew that NWF could be a reliable resource for anyone who wanted to follow us.
兩年前,主管希望我能”打入社群網站”。從那時起,我開始管理基金會的Facebook和MySpace網頁,並在2007年的非營利組織科技研討會上首次接觸到「推特」。當時的我並不了解「推特」是什麼,但的確看到它的潛力,因為NWF其實有許多有趣且實用的資訊可以和外界分享。不久之後我們就申請了帳號,並且開始分享野生動物的資訊以及NWF相關訊息的鏈結。當時我還不會使用對話功能,但是我知道NWF絕對是個可靠的資訊來源。

NWF’s Twitter account was always fun and useful, but I soon wanted a more personal voice, so I created my own account @starfocus and encouraged other people at NWF interested in tweeting to do the same. I knew it would give a personal voice to our programs and I hoped it would open up conversation more and encourage people to feel connected to the organization.
NWF的「推特」內容向來是有趣且實用的,但是我也希望能有更多人參與,因此隨後又設立自己的帳號,並鼓勵對「推特」有興趣的同事們一起參與。我當時相信,這麼做可以讓我們的「推特」計畫更有親和力,也希望藉此引發對話並維繫所有人的參與感。

Things did bubble from there! We have two programs on Twitter, @campusecology and @greenhour, along with numerous staff members. @NWF still serves as our main touch point. I think it is great to have people and programs also serve as Twitter accounts because conversations can be more personal and targeted.
整個計畫就這樣開展起來!目前我們有「校園生態」@campusecology和「綠色時光」@greenhour兩個「推特」專案,參與員工不計其數。@NWF仍是主要的互動管道,我認為藉由更多人的參與和多樣化的內容,對話會更有親和力也更有明確的主軸。

2) Do you have a Twitter strategy? How do you ensure there’s a steady stream of meaningful information, as opposed to lots of “noise”?
您有任何「推特」策略嗎?如何確保實用資訊不中斷且不流於形式?


Initially no, there wasn’t much of a strategy. As Twitter has grown within the organization, we just fell into a groove that generic, NWF, wildlife-related content would be tweeted through the NWF page. Our Campus Ecology and Green Hour programs get a bit more specific. As for the staff’s personal accounts, I encourage anyone who is interested to tweet as much as they want to about what they do at NWF or what they’re interested in. We develop our own networks of like-minded followers and those followers get connected to the people of NWF on Twitter and throughout other social networks.
我們一開始沒有任何策略,隨著「推特」在組織內愈來愈普遍,我們開始把第一手的NWF野生動物相關資訊不斷更新上去。校園生態(Campus Ecology)和綠色時光(Green Hour)活動比較有些策略。我也鼓勵有興趣玩「推特」的員工,可以盡量發表在NWF的工作內容和自己有興趣的議題。我們在一群志同道合的人之間逐漸發展出一個網絡,這些人除了一般管道外,也可以透過「推特」和NWF接觸。

On my personal account, and when tweeting for @NWF, I simply try to listen and answer questions–while also asking questions! This has proven incredibly valuable to me and I believe to the organization. When it comes down to it, NWF does fantastic work, but we can do even greater work if we are serving what people need and also connecting with them in the most effective ways.
不論是自己或替NWF在「推特」上發文,我都會聆聽並回答問題,有時也會發問。我自己非常受用,相信組織也一樣感受了到它的價值。總的來說,「推特」是一項很棒的服務,它讓我們可以提供人們需要的資訊,並且更有效率的與他們接觸,把工作做得更好。

3) How do you use other online sites/social media in conjunction with Twitter?
除了「推特」之外,您如何運用其它網站/社群媒體?


I am active on Digg, Mixx and Reddit and will occasionally tweet stories to encourage support. NWF also has a Ping account so we can update Plurk and identi.ca as well. I also make sure to post National Wildlife magazine articles on a number of social networks and will point to them through twitter. I use twitter to push people to our social media hubpage– which right now lives at http://online.nwf.org/socialsites and will hopefully encourage them to at least follow us for a while and see if there is potential to grow the relationship.
我也使用Digg, Mixx和Reddit等服務,偶爾在「推特」上寫一些故事。NWF也在噗浪提供一些訊息。我在社群媒體上張貼NWF雜誌的文章時,也會把讀者引導到組織的「推特」上。我會利用「推特」把人們帶到位於http://online.nwf.org/socialsites的社群媒體頁面,希望他們能多關心我們的狀況,並且增進彼此的關係。

4) What benefits has Twitter brought to NWF?
「推特」對NWF的助益有那些?


NWF has gotten a lot of value from Twitter. We use it as one of our top listening tools because we get to join in the conversation and also get a glimpse of how we are doing our jobs. We have mended relationships because of Twitter, we have made new friends because of Twitter, and we have helped spread important messages and increased our online activism all because of the way this social media tool leads people to things that interest them. We hope to be very available to anyone who wants to follow us in the future.
NWF真的獲益良多。「推特」目前是我們主要的聆聽工具之一,我們不僅可以加入對話,也從中了解是否有把工作做好。透過「推特」,我們改善了與各界的關係,也認識了很多新朋友。這個工具把人們導向他們興趣所在的特性,讓我們得以把重要訊息傳遞出去,增加了在網路上的活動力。

5) What piece of golden advice would you offer to a non-profit considering using Twitter?
您對非營利組織運用「推特」有什麼建議?


Start slow, listen and understand the space before you jump in. Don’t follow too many people initially–but follow people who share your interests or who are local to your area. Grow organically and be authentic. Talk to people like they are your friends, not like you are trying to advertise. I think the most important thing you can do is be real and ask for help when you need it.
不要躁進,先聆聽並了解它的運作後再加入。一開始不要追蹤太多人,先關心志同道合或是同地區的人就好。順其自然,不做作。用交朋友的方式對話,不要過度推銷自我。我覺得,最重要的是保持真心,並在必要時發聲求助。

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