Fully understanding Twitter and it’s potential impact from a business, marketing, sales, branding and PR perspective has tremendous value. Knowing how to best engage via this channel is crucial to businesses; both big and small. Twitter is a content distribution, consumption and engagement channel that can be used in a multitude of ways for a variety of business purposes. Failing to understand this fully could be a real downside from many perspectives.

The first thing that people need to understand is that Twitter raises the bar for engagement from a consumer expectation level. People expect companies, businesses and brands to be represented on Twitter and interacting. They want to be able to communicate with your company and with people within your organizations in a multitude of capacities.

Think about the Fax machine for just a moment. When only 1 or 2 people had one it was not very valuable. Soon everybody had a fax machine and everyone could communicate via fax because they got connected. Well, Twitter and the millions (6+ at last count) of people are communicating on Twitter are a network of thought leaders, influentials, bloggers, and every day consumers and they are connecting and communicating at a impressive velocity. Twitter is a true game changer in the history of communication channels.

It is unlike anything that we have seen before in the history of communications (both web and mobile). It’s reach extends far beyond the Twitter website in a variety of ways and iterations. Oh, did I mention that it has a messaging amplification factor that is truly mind boggling in the way in which content spreads virally and at tremendous velocity thru it’s network and platform.

Its simplicity is its genius; Twitter can be used in a multitude of capacities such as reputation management, customer service, support, product launches, brand building, brand extension, PR, sales, etc… Knowing how to set specific business goals and follow proven best practices for your specific and clearly defined use case is critical.

I have been using Twitter for over 2 years in a professional capacity and have seen many damaging missteps that are commonly made by the newbie. That was part of my motivation for writing this book. I am sharing proven best practices, use cases, 30 business and personal branding examples, case studies, network building processes, effective tools and processes/methodologies to interact effectively so that your business goals align with how you use Twitter.

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