Take Care Before You Tweet

Social media – Twitter and the usual lineup – can be a great tool to add to your organization's communications and marketing strategy.

But make sure it is being used to strategically re-enforce your goals and not just because it is heralded as the newest must-have. Like any other business strategy, the use of social media needs to be evaluated and thought through.

What do you want to achieve, is it in keeping with your business goals, and what are the risks to your brand or organization's image? Do you have a planned response if things go wrong?

Many top-level companies have found the public's response to their social media efforts anything but predictable, as reported in this Australian Broadcasting Corp. segment “Risks abound in the twittersphere.”