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The Complete Idiot's Guide to Twitter Marketing by Esther Schindler, Brett Petersel

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Defining the Campaign Scope

Every campaign and brand is different. The loftier the goal, the more complex and labor-intensive your campaign. No window of time guarantees success.

Some campaigns might revolve around a specific event, which are confined to a smaller period of time and require fewer resources. For example, consider a live event such as a conference, where the goal is to get attendees to share on-site experiences. In this case, signs prompting individuals to Tweet with a specific hashtag or to follow the event’s Twitter handle would be a likely campaign component.

Other campaigns might not be as straightforward. In a political campaign, the media and public constantly scrutinize the candidate’s Twitter stream. Every Tweet has to ...

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