Tweet, Tweet: A Crash Course in Twitter for Nonprofits

With TweetBeep, for example, an organization can receive notifications by e-mail if someone is talking about it on Twitter.

Once you find your advocates — people who are hardcore supporters of your issue — follow them and their followers.

Haydon also recommended organizations do hashtag-based events. A hashtag is a simple way of categorizing content on Twitter so users with similar interests can converse about that topic. They're created by prefixing a word with a hash symbol, for example "#fundraising."