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Chapter from: "Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies"
Published by: Harvard Business Publishing
Published in: 2011

Abstract

People who don't use Twitter tend to write it off. What can you say in 140 characters? In fact, the richness that Twitter packs into its tiny updates is amazing. It's caught on because it's free, it's open, and it connects people and gives them power. Twitter has rapidly become a key part of the groundswell - driving, reporting on, and extending activity in everything from blogs to social networks - and given Twitter users an outsized level of influence. In this chapter, social media strategy leaders Charlene Li and Josh Bernoff show how you can turn Twitter into a potent force for connecting with your customers for any of the five groundswell strategy objectives - listening, talking, energizing, supporting, and embracing. Case studies from McDonald's and Intuit demonstrate how different companies have used Twitter to accomplish all of their social media goals. The chapter concludes with a list of must-read, practical suggestions for setting up a Twitter account for your business. This chapter was originally published as Chapter 10 of ‘Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies.’ This chapter is excerpted from ‘Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies'.

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Abstract

People who don't use Twitter tend to write it off. What can you say in 140 characters? In fact, the richness that Twitter packs into its tiny updates is amazing. It's caught on because it's free, it's open, and it connects people and gives them power. Twitter has rapidly become a key part of the groundswell - driving, reporting on, and extending activity in everything from blogs to social networks - and given Twitter users an outsized level of influence. In this chapter, social media strategy leaders Charlene Li and Josh Bernoff show how you can turn Twitter into a potent force for connecting with your customers for any of the five groundswell strategy objectives - listening, talking, energizing, supporting, and embracing. Case studies from McDonald's and Intuit demonstrate how different companies have used Twitter to accomplish all of their social media goals. The chapter concludes with a list of must-read, practical suggestions for setting up a Twitter account for your business. This chapter was originally published as Chapter 10 of ‘Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies.’ This chapter is excerpted from ‘Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies'.

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