Third, recognize good and bad tweets. If someone says something positive about your company or organization, then via the “@” messaging tool send them a thank you. For customer relations and public relations, a negative comment can often times be dealt with based on the validity of the poster and the information or misinformation of the tweet. Your customer relations department can monitor for problems that consumers have with your company and have an opportunity to address them directly. This type of situation often garners additional credibility for the companies brand simply by addressing and fixing the issue. If there is a negative post or one with misinformation, then your public relations team can respond with accurate information and a link to your company blog for more information.
Fourth, observe and listen to “Trending Topics”. “Trending Topics” on Twitter appears on the right hand side of your Twitter account. “Topics” appear when thousands of users on Twitter are tweeting using the same term and/or hashtag. During the summer of 2010, one of the hottest trends revolved around NBA All-Star Lebron James. James was a free agent that garnered worldwide media attention about what NBA team he would sign with. During this time period, James created a Twitter account and within a one week period of time had over 400,000 followers. Reporters, bloggers, fans instantly gravitated toward following him. While other marketers saw this as an opportunity to promote their NBA apparel or merchandise.
Finally during a time of crisis, Twitter becomes an instrumental tool in crisis communication. Toward the end of winter 2009, Fargo, North Dakota received record flooding with levels reaching above 40’, effecting large parts of the city. For several days Innovis Health Hospital was the only hospital fully open in the Fargo area, and the hub for emergency helicopter evacuations as well as the Red Cross. Innovis’ social media crisis communication team quickly utilized their blog and twitter accounts to relay critical information to the public and the media. The strategy paid off with several benefits. The blog saved time by cutting down on the incoming calls from the media and public. The blog also allowed the hospital to control the message, as opposed to the filtering by the mass media.