How to get the most out of your Twitter account.
Díaz-Ortiz, head of corporate social innovation and philanthropy at Twitter, provides an easy-to-use guide for organizations trying to harness the power of social media, specifically Twitter. She advises groups to identify the target or goal of their Twitter use, be it informational, personal or fundraising. Díaz-Ortiz then breaks down the specific framework she’s devised, T.W.E.E.T. (Target, Write, Engage, Explore and Track), which will help make any account a success. The author’s “Write” section urges readers to explore the online “everything goes” tactic that hip-hop impresario Kanye West has used with much success, inspiring imitation in others, notably actor turned train wreck Charlie Sheen. The real strength of the author’s approach is her use of varied anecdotes and examples that candidly discuss the pros and cons of using Twitter for an organization or brand, informing readers of what works and what doesn’t. The author also helpfully provides two fictional case studies that apply her framework to mostly successful results. Readers should proceed with caution, though, as Díaz-Ortiz works for Twitter and does not address many of the criticisms and limitations that have been levied against the application.
Not for novices, but a useful guide for organizations who want to increase their online presence through Twitter.