Manual do Twitter para pessoas jurídicas

Vi no Times. O "head of corporate digital channels at the Department for Business, Innovation and Skills (BIS)" do governo britânico, Neil Williams, soltou este documento de 20 páginas em pdf sobre o uso do Twitter.

De acordo com o autor, o documento serve como uma introdução para convencer quem não usa a ferramenta, demonstrar ROI, evitar erros que prejudiquem a reputação da corporação, planejamento do conteúdo e treinamento.

Finally, some of the benefits I've found of having this document in my armoury are:

* To get buy-in, explain Twitter's importance to non-believers and the uninitiated, and face down accusations of bandwagon-jumping
* To set clear objectives and metrics to make sure there's a return on the investment of staff time (and if there isn’t, we’ll stop doing it)
* To make sure the channel is used consistently and carefully, to protect corporate reputation from silly mistakes or inappropriate use
* To plan varied and interesting content, and enthuse those who will provide it into actively wanting to do so.
* As a briefing tool for new starters in the team who will be involved in the management of the channel

Acho que pode servir como base para a estratégia de muitas empresas que ainda não abriram um canal ou estão "queimando o filme" da corporação no Twitter sem perceber.

Além de explicar o básico da ferramenta (coisas como "@nomedeuduario" e "Re-tweeting", há exemplos de questões da forma

Criticism arising from perceptions that our use of Twitter is out of keeping with the ethos of the platform (such as too formal/corporate, self-promoting or ‘dry’)

...conteúdo...

Inappropriate content being published in error, such as:
• News releases under embargo
• Information about Ministerial whereabouts that could risk security
• Protectively marked, commercially or politically sensitive information

... padronização

The avatar will be ourlogo. The profile text will read:
“Official Twitter channel of The Department. See our Twitter policy in full here:
www.[dept].gov.uk/twitter”
A draft of the full Twitter policy is at Appendix D.
The background image for the The Department profile page will be a picture of The
Department's HQ building with the following information in the boxed out left menu area:
Logo
Slogan
www.[dept].gov.uk

... e administração de uma conta de Twitter "corporativa"..

Though the account will be anonymous (i.e. no named officials will be running it) it is helpful to define a hypothetical ‘voice’ so that tweets from multiple sources are presented in a consistent tone (including consistent use of pronouns).
The Department's Twitter ‘voice’ will be that of the Digital Media Team, positioning the channel as an extension of the main The Department website – effectively an ‘outpost’ where new digital content is signposted throughout the day.
This will be implicit, unless directly asked about by our followers