Note that the release of Apple iOS5 for iPhone, iPad and other devices now includes direct Twitter integration with Apple products. This is a highly significant move by Apple and places Twitter into a new realm of importance for rapid and timely communication. I've just been in Japan studying science communication there, and Twitter has gained new significance following the quake where in many areas it became the only way to update information on the local situation due to the disruption to local IT infrastructure.
In my experience, Twitter is a fantastic tool for networking with others interested in science communication, journalism and PR.
For use as a tactic in campaigns to connect with particular audience segments, then, as for all good communication, you should only select Twitter as a tool if it will connect with your audience, or if you can use it to build a particularly strong connection path when supported by other media.
Marketers, who have a vast amount of money to throw at campaigns, are still scratching their heads on how to best to use Twitter to make money and stay connected with customers. Successful campaigns using Twitter usually achieve more followers, and higher brand awareness, but making a direct connection to sales has eluded even the best minds in this area.
I have found Twitter to be fantastic for tracking trending stories that we have released, or that mention our work, and I have also found it great for sorting out very short term communications where a quick tweet can remove confusion, or point people in the right direction. It's not very useful for connecting with 7 year olds at the local primary school though - face-to-face is still king for that engagement.
The best way to manage Twitter streams is to use an aggregator tool like HootSuite or Tweetdeck. This allows teams to use common lists and searches, monitor multiple Twitter and other social network accounts, and get statistics on activity.
Martyn
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