Mozilla on Twitter
I established early on through metrics analysis that our primary audience were developers and technologists, and supporters of the Mozilla Mission (people invested in Open Source and keeping the Open Web free, and people concerned about privacy, transparency and equal rights for web users on a global scale).
My primary goal was to help grow our community of passionate contributors (One Million Mozillians!) by developing a compelling content strategy that reached out to new followers with similar interests and concerns, and positioning Mozilla as a fundamental actor in those spaces by sharing our product development, educational initiatives, political activism, and collaborative partnerships.
My secondary objective was to draw fans of the Firefox products towards our other products, initiatives and public facing events around the globe, to help unite the different communities of supporters I found all over social media.
Strategy:
- to speak with the Mozilla voice on twitter: “they should feel like there’s a person on the other end who recognizes that they are the same.“
- promote the widest possible array of Mozilla initiatives and products, with an emphasis on bringing our Manifesto, Mission and History into the foreground
- research and locate new communities and influencers to engage with on-channel
- provide better support and exposure for Mozillian blogs, demos & activities
- support and promote global events, conduct attention getting campaigns for product releases, launches, and political activism
- to optimize growth opportunities by leveraging partner communications infrastructure
Results:
- Grew audience by 16.5K
- Boosted Engagement by 75MT per day
- Boosted RT’s by 58 RT per day
Top Tweets (Clicks, RT’s and/or Engagement)
Mozilla Unlocks the Power of the Web on Mobile with Firefox OS: http://t.co/pJmHFy0MsI @firefox
— Mozilla (@mozilla) February 24, 2013
With our 15th anniversary coming up, we wanted to remember our roots and bring the red dino out for a victory lap: http://t.co/E6RleeWwiO
— Mozilla (@mozilla) March 21, 2013
How might your choice of browser affect your job prospects? @TheEconomist Explains: http://t.co/JCnEq3Cuvo
— Mozilla (@mozilla) April 14, 2013
It’s not too late to make a wonderful card for #mothersday & learn to code at the same time: http://t.co/sqjUFsxdR5
— Mozilla (@mozilla) May 12, 2013
This Plan To End Government Spying Has Grown So Big It Might Actually Work: http://t.co/SzfCVc4OGf @stopwatchingus @Julie188
— Mozilla (@mozilla) June 28, 2013
Did you say Free T-Shirt from Mozilla for filling out a http://t.co/LvSTJmbdIg survey? http://t.co/OjWh5rjEua (Yes, yes we did.)
— Mozilla (@mozilla) August 12, 2013
Designers take note – the new Firefox OS Typeface, the Fira font family, is available for free: http://t.co/Bk9S3oEk6Z
— Mozilla (@mozilla) September 16, 2013
Our Mozilla #Lightbeam @reddit_AMA begins now: Ask Us Anything! http://t.co/IDGvnkUZqO Our Proof: http://t.co/1OPVFBqdte
— Mozilla (@mozilla) October 27, 2013
In the next few days, the way #Firefox looks will change. Be the first to know what’s new: http://t.co/6OaDNh44Mp
— Mozilla (@mozilla) November 20, 2013
