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

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Public Relations Explosions

It’s titillating to look at the many ways that a company can mess up in public. None of us can keep ourselves from rubbernecking at another company’s fender-bender on the information superhighway.

But let’s temper our blatant digital Schadenfreude with instructive “Today I Learned” moments. When you step back from these faux pas, the lessons are blindingly simple: Act ethically. Be careful what you say. Listen to your customers and respond quickly to complaints. Manage crises carefully, as if your life or business survival depends on it. Because they do.

Making a Hash of Hashtags

Twitter users commonly employ hashtags—quite literally, putting a hash mark (#) in front of a word or phrase—to label and identify the “topic ...

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