Chapter 2

T (Target): Why Tweet?

The first step in the T.W.E.E.T. framework is identifying why you want to start using Twitter (or why you already are using Twitter) and what your organization hopes to gain from the platform.

It's time to ask yourself, out loud: “Why is my organization on Twitter?”

For many organizations, this simple question can be incredibly eye-opening. Some groups find that what they think they want out of Twitter does not match what they are actually getting. Some learn that the goal they once had either no longer serves them or has morphed into an entirely different one. And some organizations realize they have been drifting aimlessly without a strategy in mind. If your answer to this question is “I have no idea” or “Because ...

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