If you’re looking to build a business, organization, or even an individual brand, Twitter can be a great tool to utilize. Twitter can help increase brand awareness, drive web traffic, enhance brand reputation, foster relationships, and establish expertise — if done correctly. Too often Twitter accounts are launched with the best intentions, but quickly lose steam or are mismanaged, which can negatively impact a brand. The best way to avoid this issue is to be strategic with your approach to the channel.
I was recently asked to give a talk on whether Twitter was the right tool for an organization to use and how to launch a presence on the channel. The following is the framework I use to help brands answer these questions or to help them improve their current strategies…
