Tweet about Brand, Not Projects, Says Gartner

by CXOtoday Staff    Apr 09, 2009

Companies are using Twitter in a variety of ways, ranging from subtle to direct, to market their brand or company. However, research firm -Gartner advises users to refrain from tweeting about their projects or ideas due to security concerns

A popular microblogging service, Twitter has grown rapidly over the last couple of years. So much so in fact that companies are adopting it for business use.

According to research firm Gartner, companies generally use Twitter in four different ways:

* Direct - Many companies have established Twitter identities as part of their corporate communications strategies, much like corporate blogs. They tweet about corporate accomplishments, distributing links to press releases or promotional Web sites, and respond to other Twitterers’ comments about the brand.  Gartner recommends that at a minimum, companies should register Twitter IDs for their major brand names to prevent others claiming them and using them inappropriately.

* Indirect - The company’s employees use Twitter to enhance and extend their personal reputations, thereby enhancing the company’s reputation

Good Twitterers enhance their personal reputation by saying clever, interesting things, attracting many followers who go on to read their blogs. As people enhance their personal brands, some of this inevitably rubs off on their employers. Twitter provides a way of raising the profile of both individuals and the organizations they work for, which elevates these companies that want to be seen to employ influential leaders.

* Internal - Employees use the platform to communicate about what they are doing, projects they are working on and ideas that occur to them

In most cases, Gartner does not recommend using Twitter or any other consumer microblogging service in this way, because there is no guarantee of security. It is crucial that employees understand the limitations of the platform and never discuss confidential matters, because as a seemingly innocuous Tweet about going to see a particular client can tip off a competitor. Other providers, such as ‘Yammer’ and ‘Presently’, provide Twitter-like functions targeted at enterprise microblogging with more security and corporate control.

* Inbound Signaling — Twitter streams provide a rich source of information about what customers, competitors and others are saying about a company. Search tools such as or the ‘twhirl’ application can scan for references to particular company or product names.

Related links:

Biz Stone Compares Twitter to Google
Obama, Britney Spears’ Twitter Account Hacked

First Moolah for Twitter, Courtesy Microsoft