Corporate Twittering, Dividing Up the Twitter Tasks

“So, social media (Twitter, Facebook, and whatever else you can do, especially video these days) actually has enhanced whatever you’re doing or were doing in PR before. This is a new channel. A new way to get your message out to a larger audience, so you still need the old tools and the old tactics, etc. but this is something you work in to really help amplify the message you’re trying to get out.”

In fact, Harres’ strategy for for corporate Twittering probably includes some lessons a lot of companies could take with them. “At PRNewswire, I started tweeting as @prnewswire. It was May of 2008, and for the first year and a half or so, it was just me, and the job, you know, as the audience grew…PRNewswire’s a pretty big, global company, so the amount of questions I was getting, the amount of work it took just to respond and keep up with it, it just became too great,” recalls Harres. “So now, we have a team, and we each (there’s four of us)…and I’m still the main voice. I’m the voice who communicates if you send a message either through a direct message or an @reply to PRNewswire, I’m the one that’s going to respond, but the others each have a role.”

It’s interesting to see how different companies orchestrate their social media strategies, and with there being so many potential use cases for a service like Twitter, finding the right approach can be critical.

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