Should the company be tweeting? Only if it can live up to these 10 (um, now 11) Commandments:
- We can articulate the company vision in 140 characters or less, minus PR puffery and cliché.
- We are willing to give credit to cool, innovative, or thought-provoking ideas, even if coined by someone else.
- We are willing to challenge a potentially destructive position even if our position generates criticism.
- We are willing to listen to and engage with others, even if "others" = employees, customers, or activists.
- We will not get carried away, never tweeting about a fresh "cuppa," or worse, some banal corporate achievement.
- We will dedicate time each week to reading what others have to say and promise to retweet ("RT") the most clever, valuable, and even humorous.
- We will never include in a press release, speech, or annual report our "Twitter followers" figure, no matter how tempting.
- We actually have something meaningful to say.
- If we don't have something to say, we'll find the person in the organization best suited for speaking/tweeting on behalf of the company.
- If we cannot live up to these commandments we will reflect on whether corporate marketing is the right role for us.
- We will use our Twitter channel not just to bump out cheery news, but to keep customers informed in the event of bad news (i.e., a product recall, a hostile take-over, a PR crisis), too.
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