Documenting the Campaign

Once you’ve chosen your destination, it’s much easier to manage the logistics of your Twitter marketing plan, and to communicate them to other people in the company.

This is the point at which you really need buy-in from stakeholders. You got their input and agreement on the company’s goals for using Twitter. Now you need their participation when it comes to meeting those goals.

Setting Expectations

Be careful to set expectations realistically. In our experience, company executives (particularly those who aren’t tech savvy or who have no personal experience with online communities) imagine that Twitter will be an overnight success, and that your company will gain 2,000 followers in a week.

They may pressure you to “deliver” ...

Get The Complete Idiot's Guide to Twitter Marketing now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.