Twitter for Business Guide from Econsultancy

A new guide has been published to make businesses aware of how the social network Twitter can benefit the. The guide, produced by Econsultancy, is essentially a best practice guide aimed at organisations who are considering joining Twitter, and also for those companies that are already using Twitter and want to optimize their activity on the site.

Entitled the ‘Twitter for Business’ report, the guide contains case studies from both B2B and B2C companies which use the sites for PR, marketing, increasing brand awareness, customer service, search engine optimization and a host of other business acumens.

Also included in the report are the results of a survey that Econsultancy carried out using the Toluna Quick Surveys site, which revealed that consumers are much more likely to be positive about brands they see on Twitter than negative. Although 26% of users have complained about brands they have seen on Twitter, a mighty 58% have praised companies on the micro-blogging site.

The research manager for Econsultancy, Alive Zaidi, has said that many companies signed up for Twitter without really comprehending why it was useful for them or why it was so important to have their presence known on the site. Zaidi added that while they were aware that Twitter did not suit all company’s they wanted to get across the message that the site can prove invaluable for some organisations, and helped to build customer relations.

Zaidi continued: “Consumers tend to use traditional feedback channels to make complaints or report customer issues, rather than for giving positive feedback. It’s far easier and quicker to send a message via Twitter which explains why a large proportion of users have praised brands on the site.”

Leading practitioners in the PR industry were also approached for this report, ensuring that the guide contains in-depth and expert guidance on how companies can make the most of Twitter.

Stephen Waddington, Managing Director of Speed Communications said: “There are plenty of reasons why brands should be on Twitter. The social network can be a powerful channel for organisations to take control of their brand. It allows brands to become their own media outlet, to interact with customers cost effectively, broadcast messages to a huge audience and engage with users on a one-to-one basis.”

Contributors to the report include Ged Caroll, Michelle Goodall, Kate Hartley, Rebecca Hirst, Katy Howell and Stephen Waddington.

The 90-page report aims to define best practice for using Twitter and includes sections on:

– Twitter statistics
– The business case for Twitter
– Getting started on Twitter
– The rules of engagement
– Twitter case studies
– Promoted trends and advertising
– Measurement and ROI

The full report is available on the Econsultancy website here:

The guide is available to Econsultancy subscribers (Silver membership and above), or on a pay-per-view basis.