by: Matt Rhodes

Again this week, Twitter has been high on the media agenda. As is always the case during a time of innovation, brands are experimenting with lots of different ways of using Twitter. Some successfully and some less so. Time will tell which are the most appropriate and which have the highest return on investment, but it is worth all brands learning the basics of Twitter usage for marketing purposes and in particular for PR.

That’s why Required Reading this week at FreshNetworks is Corinne Weisgerber’s presentation on Twitter for PR. Not only is the  presentation a clear and comprehensive introduction to Twitter, it also includes case studies of how things can go wrong and right for brands using Twitter (with the cases of Comcast and JetBlue).

Weisgerber details eight ways in which Twitter should be used by brands and begins to detail how they should act for each one:

  1. Tracking
  2. Monitoring
  3. Live-reporting
  4. Journalism
  5. Activism
  6. Public Relations
  7. Political Communications
  8. Crisis Communications

We wrote earlier this week about how brands should use social media marketing instead of email. And any brand looking to innovate with Twitter should consider each of these eight areas in its social media strategy. Weisgerber’s presentation is a great introduction to what you should consider (and it contains video so is best viewed with the sound on).

Twitter for PR (Keynote and Youtube version)

Some more reading

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