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Published by: api-14598628 on Jul 06, 2009
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07/04/2014

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WhengoodCEOsissuebadTweets
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DontbeaTwittertwit
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IsTwitterrightforyourcompany?
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KetchumsticksfootinitsTweet
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MakingTwitterworkforyourcompany
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Twitterpopularitydoesn’thappenovernight
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Study:Twitterusersskewolder
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Alla-TwitteroverJoetheplumber
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Twitterprovesinvaluableinacrisis
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CountyofcialbreaksbudgetnewsonTwitter
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Cableguylate?Tweetaboutit
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TheTwitteratiaddjobfeedsforjournalists
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Emergencycommunicationsin140charactersorless
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HowtoDavidMurrayfoundanewjobviaTwitter
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In2009,TwitterandGooglealterfaceofPR
How PR pros can use Twitter
Table of Contents
    H   o   w     P    R   p   r   o   s   c   a   n   u   s   e    T   w    i    t    t   e   r
 
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Ragan Communications
When good CEOs issue bad Tweets
By Jessica Levco
 jessical@ragan.com
Why and how to keep your Twitter newbie from being publicly dopey 
CompaniesandCEOscan’twaittojumpinontheTwitterconversation.Bysendingout140-characterblasts,aTwitter-savvyCEOcankeeppeopleinformednotonlyonthecompany’sdailyoperationsbutonwhateverheorshemightdisclose.BysubscribingtospecicTwitterfeeds,youcantrackwhatyourfavoriteCEOisupto.Whetherit’sJonathanSchwartzofSunMicrosystemsorTonyHsiehofZappos,you’llreadsomecompanynews,butyoumightalsondoutwhattheyatefordinner.Twitteristurningouttobeaplatformforcompaniestomixbusinessandpleasure.Ifusedincorrectly,Twittercouldbedamagingandembarrassingtoyourreputationandcompany—or,insomecases,evenapotentialthreattonationalsecurity.Here’show:Rep.PeterHoekstratooksomeakwhenheusedTwitterduringatop-secrettriptoIraq.(TheMichiganRepublican,bytheway,isarankingmemberoftheIntelligenceCom-mittee.)Oh,anditturnsoutyoucangetBlackBerryserviceinBaghdad.Ouradvice:Don’tletyourchiefexecutiveTweeteverythoughtthatrunsthroughhisorhermind.Here’swhatcouldhappen,asdepictedbyourctitiousCEO:9:00A.M.JustgotaTwitteraccountfromcorpcomm.Hello,hello,cananyonehearme?9:01A.M.Guessnot.Ijustwantpeopletofollowme.That’sall.9:30A.M.Ugh,I’mreallyhungover.Needanaspirin.9:42A.M.Notthatyouasked,Vera,butyes,thatskirtmakesyourbuttlookfat.9:43A.M.Knowwhatwouldn’t?Nah,meneither.10:00A.M.Donuts=love.ToobadIcan’taffordtobuysomeforthewholeofce.10:02A.M.Don’tjudge:budgetcuts,people.10:32A.M.WHENWILLTHISMEETINGEND?10:37A.M.ThenexttimeKevinopenshismouth,I’mgoingtorehim.11:03A.M.Onaconferencecallwithinvestors.Naptime.12:00P.M.Treatingsomeclientstolunch.God,howIlovediningonthecompanydime.1:30P.M.Foundoutwe’refacingabudgetshortfallthisyear.OOOOOOPS.1:32P.M.Oh,Mr.JohnnyWalker,Iknowyou’reinthisdrawersomewhere.1:37P.M.Boy,Idon’tknowwhatI’ddowithoutKevin.
 
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How PR pros can use Twitter
2:10P.M.Thisswivelchairismakingmenautious.Um,nawcious.Imean,sick...3:23P.M.BookingatripforHawaiinextweekonourcorporatejet.Decadence,baby!Woo-hoo!4:30P.M.Justnishedreading“10QualitiesforEffectiveLeadership.4:31P.M.Notreally.4:45P.M.Anotherday;anotherdollar.Butwe’renotmakinganymoney.Dammit.4:57P.M.Justgotoffthephone—gad,whatanidiotmyhusbandis.4:58P.M.Ineedanotherdrink.
Don’t be a Twitter twit
PRexpertssaidwhenaCEOstartsaTwitterfeed,itcanbeagoodideaforthecompany.Therearecertainguidelinestofollowandboundariestokeepinmind,however.WesentoutanAPBandcollectedourfavoritetipsonwhataCEOshouldn’tbeTwitteringabout.ThisguidancecomesfromKentLewisofAnvilMedia:Donotdisclosesensitivenancial,legal,orstrategicproduct/serviceinformationthatmaygivecompetitorsan•edgeorexposeliability.Donottalknegativelyaboutanyone,especiallyemployeesorcompetitors.•Minimizedisclosureoflocation-basedTweets,asitmaycompromisepersonal/familysafetyandsecurity.•MarcieCasasofGuerraDeBerryCoodyadvises:AvoidTwitteringanypersonalinformationorintereststhatyouwouldn’twantyourclientsorco-workerstoknow•about—likeyourDWI.Keepitclean.Don’tusecusswordsormakeinappropriatereferencestoethnicitiesorgender.•FromJuliaTanenofTheTanenGroup:Don’tlinktopeoplethatyoudon’tlikeorwhodon’tlikeyou.Youdon’twanttogetintoapissingmatchwithsome-•oneonTwitteroveranissue.Stayrelatively“un-political”andissue-free.Onceinawhileyoumaywanttocommentonsomethingpolitical,but•generallystayawayfromit.MarkTosczakofRLFCommunicationssuggests:Don’tTweetanythingthatyouwouldn’tsayinpublic.That’swhataTwitteraccountis—atoolforhavingpublic•conversations.Don’tsayanythingthatviolatesyouroryourcompany’sbrandimage.•Don’tTweetaboutreligion.Unlessyou’reaBiblepublisher.•Amen.

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