Twitter's versatility poses an interesting dilemma to companies looking to utilize it for marketing: What should be your Twitter strategic objectives? Do you want to utilize it for customer service? For audience outreach? To broadcast company information and news? Specifically to drive direct sales? There is no single answer to this question.
In this chapter, you'll be exposed to some more real-life brands using Twitter. You'll see what they've done and the kinds of strategies and approaches they've used, the internal (or external) resources you might need, and the kinds of pitfalls to avoid.
Monday: Study Brands Succeeding with Twitter
Tuesday: Different Approaches to Develop ...