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From drew <d...@baseanswers.com>
Subject Re: Apache OpenOffice Project Twitter Account
Date Wed, 18 Apr 2012 02:24:22 GMT
On Tue, 2012-04-17 at 13:34 -0400, drew wrote: 
> On Tue, 2012-04-17 at 18:43 +0200, Rob Weir wrote:
> > On Tue, Apr 17, 2012 at 5:51 PM, drew <drew@baseanswers.com> wrote:
> > > On Mon, 2012-04-16 at 00:50 -0400, drew wrote:
> > >> On Sun, 2012-04-15 at 18:25 -0400, Rob Weir wrote:
> > >> > On Wed, Apr 11, 2012 at 12:08 PM, drew <drew@baseanswers.com>
wrote:
> > >> > > On Wed, 2012-04-11 at 17:43 +0200, Roberto Galoppini wrote:
> > >> > >> On Wed, Apr 11, 2012 at 4:09 PM, Rob Weir <robweir@apache.org>
wrote:
> > >> > >>
> > >> > >> > Social media outreach, via Twitter, Facebook, Google+,
etc., is an
> > >> > >> > important part of outreach to users. Although the Apache
developer
> > >> > >> > community is firmly rooted in mailing lists, we know
that our users
> > >> > >> > live in a different world.   If we want to engage with
them we need to
> > >> > >> > use the tools that they use, and communicate the way
they communicate.
> > >> > >> >
> > >> > >> > Now that we're very close to the AOO 3.4 release, I'd
like to start
> > >> > >> > with a project Twitter account, under PPMC control.
> > >> > >> >
> > >> > >> > By "under PPMC control" I mean something similar to
how we treat the
> > >> > >> > project blog:
> > >> > >> >
> > >> > >> > -- Any PPMC member, upon request, can have write access.
> > >> > >> >
> > >> > >> > -- We can use the project's official logo in conjunction
with the account.
> > >> > >> >
> > >> > >> > -- We would promote the account on our project's website.
> > >> > >> >
> > >> > >> > -- We would generally treat the account as an official
voice of the
> > >> > >> > project, not as a personal account.
> > >> > >> >
> > >> > >> > I'm not saying we need to pre-review and and approve
every "tweet"
> > >> > >> > sent through the account.  But we should set expectations
that the
> > >> > >> > account is to be used in a professional fashion, upholding
the
> > >> > >> > standards of this project, not used to settle personal
disputes, to
> > >> > >> > promote personal business, etc.
> > >> > >> >
> > >> > >>
> > >> > >> An option could be to agree on a simple guideline for that,
so that
> > >> > >> everyone knows how to handle it. I'm thinking not only about
the style of
> > >> > >> communication, but also about who to follow, how to engage
in
> > >> > >> conversations, improve outreach, etc.
> > >> > >>
> > >> > >>
> > >> > >> > There are already several Twitter accounts that use
the OOo name or
> > >> > >> > trademarks:
> > >> > >> >
> > >> > >> > http://twitter.com/#!/openofficeorg  --- This account
has 1571
> > >> > >> > followers.  But it is not sharing any AOO status, no
links to blog
> > >> > >> > posts, announcements, etc.  Who controls it?  Are
> > >> > >> > we able to get it under PPMC control?  Can we rebrand
it as Apache
> > >> > >> > OpenOffice?
> > >> > >> >
> > >> > >>
> > >> > >> That could be a good starting point, I think. It seems like
if you're the
> > >> > >> only one who can send DM to the actual owner's account.
> > >> > >>
> > >> > >>
> > >> > >> >
> > >> > >> > http://twitter.com/#!/openoffice -- This account seems
unused.  Only one
> > >> > >> > tweet.
> > >> > >> >
> > >> > >>
> > >> > >> I'd try to get that it too. It's better than ApacheOO, and
you might want
> > >> > >> to put the full name in the Settings > Account > Name.
> > >> > >>
> > >> > > Hi Roberto, Rob
> > >> > >
> > >> > > I just did so now, and followed up with an email to the account
contact
> > >> > > in the whois database for the domain listed, the linked sub-domain
has
> > >> > > been dead for a while IIRC, though the main site is alive - anyway,
I'll
> > >> > > report back when (or if) I hear anything back.
> > >> > >
> > >> >
> > >> > Hi Drew,
> > >> >
> > >> > It has been 5 days now.  Have you received any response from that
domain owner?
> > >>
> > >> No nothing.
> > >>
> > >> >
> > >> > If not, I'm ready to go with a new account:   https://twitter.com/#!/apacheoo
> > >>
> > >> a good account name for an announcement stream, even with the other IMO.
> > >
> > > Howdy all,
> > >
> > > Wanted to follow up on this.
> > >
> > > As I think about, IMO, this is a good moment to use a new account(s) for
> > > a more formal, account of record if you will, for the project; Apache
> > > OpenOffice. The use of the apache in the account name makes very good
> > > sense to me for this purpose.
> > >
> > > The flip side of that then would be to treat the existing social media
> > > account as more community, less formal, voices.
> > >
> > 
> > I'm not sure I understand your distinction between formal and
> > community.  Surely the AOO project and the PPMC comprise a community?
> 
> Howdy Rob, Alexandro, et al
> 
> Yes of course there is the community made up by everyone involved.
> 
> We also recognize the difference between those things done by the
> community versus things done by members of the community, and by others
> friendly to the community but not necessarily an integral part (yet
> hopefully) of it.
> 
> This is why for instance there is a separate announcement ML. Of course
> a community member creates the post, but when it comes through that
> channel it is not a post from the individual it is from the community as
> a whole.
> 
> The same situation exists within the social media channels.
> 
> 
> > 
> > > Anyawy - the apacheoo does get my vote for an appropriate name, for the
> > > project account.
> > >
> > > I took the liberty then to register the same name with the identi.ca
> > > network.
> > > http://identi.ca/apacheoo
> > >
> > > IMO identi.ca, which has a smaller user base then twitter, represents an
> > > important target group to the project.
> > >
> > > The two accounts, if we use them for this, should be tied together.
> > > Certainly at the level that a post to the identi.ca should automatically
> > > broadcast to the twitter network. (easy to do)
> > >
> > 
> > So this can be automated?
> 
> yes, it is (unless it has changed recently it only a one way street). It
> will require the Twitter account to be linked to the identi.ca account -
> so someone that can authenticate against both accounts must perform
> that, but once done, any post originating from the identia.ca account
> will automatically be injected into the twitter network, using the
> linked Twitter account. Even with the one way nature, (twitter does not
> flow back into identi.ca) this has proven to work well, but it does mean
> that one needs to monitor both networks separately.
> 
> [note on that - I reserved, registered, the identi.ca account but it is
> simply based on an email address - that address does not need to
> continue to be mine, it was not created to be a personal account,
> sharing authentication information amongst a few of us would be my first
> preference]
> 
> > 
> > > A couple of thoughts on 'formal account of record':
> > >
> > > Would recommend that the accounts not be used to follow lots of other
> > > accounts.
> > >
> > 
> > What exactly is your concern here?
> 
> There is indeed a reason, for this point and the others. I need to break
> off for a little bit here, but wanted to get the above sent and will
> come back to these specific points this afternoon.

Howdy,

A bit longer then I thought, but back to this.

Alright - so first thing is that this is not a bunch of hard and fast
rules of course more a set of best practices for a particular type of
account.

There are a few goals for this account:

A large following.
A large number of re-tweets.
Ability to generate interest in, or start a conversation on, the message
delivered.

To help attain those goals then.

For a reasonable following, just this should get a few thousand:
- An account anointed as the official stream.
- Expose the ability to create the relationship to our user's account of
choice (twitter / identi.ca) from project web sites, listed in project
generated communications and other devices as may arise.
An account with a high signal to noise ratio and gravitas.

For re-tweets and impact, lets call it, IMO however we want to maintain
a low signal to noise ratio also. By which I mean - to really get the
post (or message) to a mass audience it is not only the number of
individual accounts, or even the percentage of re-tweets/follows alone,
but also that the messages are picked-up (re-tweeted or reference used
perhaps) by media accounts and other accounts with either large
followings (I'm including twitter 'whales' here also..:) and/or
followings heavily weighted to focus audiences.

For these accounts it is important that the human reading for that
account wants to read your message in a stream of many sources - IMO the
best way to get them to take the 15seconds to read your message is to
ensure that you do not waste their time - and to them what is important
is that the message be of interest to all of their readers.

So without taking each point individually in this email, together they
form what I believe to be a good starting..understanding or loose game
plan for today... of best ways to use the new account 
- Also remember to that everything the account does, which accounts it
follows, which messages it re-tweets (and the accounts used for the
original message) will in some small way then be linked into the
project, whether that is the intent or not.

A couple of quick links for review.

Four accounts that I think pretty much follow the 'rules' if you will:

http://twitter.com/#!/theasf
http://twitter.com/#!/fedora
https://twitter.com/#!/opensuse
https://twitter.com/#!/docufoundation

Two more that I would say show that nothing is in stone, but I'd say
they still 

http://twitter.com/#!/ubuntu
http://twitter.com/#!/alphafive


I would touch one item - auto-generated information. Specifically I am
referring to no timed, scheduled, content. However, content specifically
triggered by a human action on a linked service does not violate that -
so connecting the project blog to automatically post to twitter when a
new article is posted..yes, good idea.

I hope helps to more clearly explain my thinking on that.

Thanks

//drew

> > 
> > > The accounts should not be used to re-tweet others messages.
> > >
> > 
> > Again, what is your concern here?  I think it is very natural for a
> > twitter account to retreat a post that refers to AOO in a positive or
> > interesting way.  That is how social networking works,   It seems to
> > want to turn this into a broadcast, 1-to-many medium.  What is the
> > argument for doing that?  Why take the social out of social
> > networking?
> > 
> > > The accounts should _not_ be used for auto-generated scheduled postings.
> > >
> > 
> > Again, what is your concern with this?  Scheduled posts have many good
> > reasons, especially time shifting.  You don't want to become
> > spam-like, but scheduling a post so it shows up at an optimal time for
> > an audience is considered to be a best practice by many,
> > 
> > > The accounts do need to be used on a regular basis to build up
> > > followers.
> > >
> > 
> > Yes.
> > 
> > > Ability to 'follow' the accounts needs to be easily done within the main
> > > web infrastructure and there should be some naturally well fitting
> > > locations where that can be done.
> > >
> > 
> > Should be easy.
> > 
> > > Anyone using the accounts should remember to keep the message focused to
> > > the project.
> > >
> > > Well, that's a good spot to shutup huh :-) and let folks add their
> > > wisdom here.
> > >
> > > So what you think - Use the new ApacheOO accounts?
> > >
> > > Thanks,
> > >
> > > //drew
> > >
> > >
> > >
> > >>
> > >> //drew
> > >>
> > >> > I have it configured with the BirdHerd service, so up to 10 PPMC
> > >> > members will be able send tweets via that account.
> > >> >
> > >> > -Rob
> > >> >
> > >> >
> > >> > > //drew
> > >> > >
> > >> > >
> > >> > > <snip>
> > >> > >
> > >> >
> > >>
> > >>
> > >>
> > >
> > >
> > 
> 
> 
> 





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