By Andy W

Although some of the early pioneers of Twitter may be claiming its star is waning, the continued growth of micro blogging seems to be providing celebrities and the general public with abundant opportunities to embarrass themselves.  Everything from over-zealous statements about team selection; Australian opener Philip Hughes letting the cat out of the bag before the team for the 3^rd test was officially announced, to Sion Simon, Labour MP and Government Minister joking that Susan Boyle was responsible for swine flu.  It is interesting to see that the old adage of engaging brain before opening mouth stands true in today’s digital world.

But what does this mean for those companies who are either using Twitter or dipping their toe into the waters of Twitter as part of corporate communications?   There’s a dichotomy between the controlled and often dull nature of corporate posts with the requirement to be interesting, succinct and even provocative.  Used correctly Twitter builds influence, reaches into new audiences and provides opportunities to engage directly in conversation.  Used inappropriately it can open up a whole can of proverbial whoop ass.  One example to note is the Skittles marketing campaign that was created with the best intentions but was overrun by pranksters flooding the page with unflattering and damaging comments.

So what advice should be given to the use of Twitter as part of a communications campaign?  Quite simply to think before posting and be prepared for the open dialogue it will create.  Don’t blame Twitter when things don’t quite go to plan.  Remember that all forms of media are open to abuse; the key is to weed out the abusers and engage with those looking for sensible dialogue.   By managing it closely, abiding by common sense principles and by embracing its potential, Twitter continues to have its place in the corporate communications armoury.  Just engage that brain before tapping out those 140 characters.