Chapter 12. Week 9: Institutionalize Maintenance

As we've discussed throughout this book, a lot of Twitter marketing involves doing the same tasks repetitively. After all, there's not much you can do in 140 characters, right? As you've seen in several different user case studies, you can enrich your tweets in many ways. The effort, however, won't be worthwhile if you don't execute, listen, learn, monitor, measure, refine, and repeat what's working and perhaps change what's not. In order to accomplish this, you need to institutionalize the maintenance of your Twitter marketing activity. The person you put in charge of your Twitter marketing initiative really must own it so that you can progress rather than fall back with your activity. That's what ...

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