Marketing Minute – Twitter: The Planning Stage

amber recker 3-12

Marketing Minute is a monthly post series by guest blogger, Amber Recker

Are you thinking of launching a Twitter presence for your organization? There are no hard and fast rules for how your organization should use Twitter. There are, however, things you need to consider in the planning stages.

1-     Develop a strategy.

Twitter may be new to your organization, but it’s truly an extension of your larger marketing plan. Don’t think of it as something separate from the tools you are using. Your Twitter strategy should align with your overall marketing strategy. It does not stand alone and should not be tackled without a clear plan.

2-     Know your audience.

You should have discussed this at length when you established your marketing plan. You must know your audience in order to craft appropriate messaging to engage them. Think long and hard about whom you are trying to reach and it will help you develop a strong Twitter presence.

3-     Decide who will be your voice(s).

It’s probably not the best idea to allow an intern to handle your Twitter presence. Your image is important and the way you interact on Twitter will establish your brand’s personality on that channel. You need an experienced marketer or someone intimately familiar with your organization and the language used to describe your programs and services.

4-     Establish organizational policies and protocols.

It’s not enough to simply know how your organization will use Twitter. You have to write it down. Your organization needs two documents to guide its social media efforts: an externally focused protocol that outlines how you will engage with your audience. This should focus on who is responsible for content, the rules of engagement, transparency, and moderation of interactions; an internally focused policy that sets expectations for employee use of social media. This is a human resources policy, and HR and your legal/compliance staff should develop it. It’s vital that you tell employees what is expected of them.

Once you’ve decided to take the plunge and launch a Twitter presence for your organization, there are certain things you should and shouldn’t do. Of course, as I mentioned above, there are no hard and fast rules, but there are best practices, and we will cover those next month. In the meantime, I’d love to hear from you. If you have questions or ideas for this blog, please email me at I’d love to connect with you on social media too.

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