The Twitter Book

Have clear goals

Because it's so lightweight, Twitter may tempt you to just dive in and give it a try. Which is a reasonable approach if you're an individual.

But for companies, an unfocused stab at twittering can lead to accounts that don't represent the business well or that conflict with other communication channels. Twitter is littered with corporate accounts that somebody started with good intentions but then abandoned after a short period, leaving a permanent, public record of corporate neglect. In addition, twittering can suck up staff time; why assign resources to Twitter if you don't know what you're hoping to get out of it?

Twitter gives you an unparalleled opportunity to build relationships with customers and other constituents, and we suggest you think of it in those terms, rather than as part of a campaign. That said, you can do yourself a big favor by spending some time thinking through what you'd most like to get out of your account or accounts and whether you'll measure that.

Your goals might include things like: better serving your existing customers; increasing your customer base; offering customer service; connecting with potential partners; and so forth.