Should Business Tweet?

Should businesses do SM, particularly Twitter?  The efficacy and PR value is difficult to doubt, and I'll give you a hot example in a moment. Remember, the principle here is that writing--any kind--is a business.

Earlier in the week I received an email message (is there any other kind now?) "inviting" me to list my business in a relatively new database used by PR and publicity people.  The very notion elicited a delicate frisson of fear--scared me pantsless. I took to Twitter:

Someone wants to list AWE in a new database for PR reps. Oh, no! My Cision listings bring in quite enough crap, thank you. 4:18 PM Feb 10th

Notice I mentioned a major media services company without an @ sign or a hashtag. In my haste to post, I did not consider repercussions. Within two minutes, the phone rang. As soon as the caller identified herself as a VP with Cision, I knew why she had called. We had a pleasant and productive conversation.

The focus here, however, is on the business' use of social media.  Obviously, Cision closely monitors mentions of its business name. I can think of several ways it receives nearly real-time notices.  It is able to respond quickly to perform damage control (in this instance) and help its customers. At least 10 of the top managers are active on Twitter.

Although I'm not a client, if I were, I'd be impressed with this company and probably delighted with its service. See the elephant dance!

Disclaimer:  If this post is viewed as a product or service endorsement please note than I do not use it, but Cision uses me, very gently and with grace.

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