How Twitter helps a small bookstore thrive - O'Reilly Radar February 1, 2012
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She emphasizes the importance of putting your personality into it and being interesting because that's who you are, not because you want to draw followers for the sake of a higher number. And she adds, "The strategy is to make people feel included not excluded, to make them feel part of your world.
This has been on my toblogabout list since Christmas time when I finally got through my instapaper backlog. It interested me because, to me, it shows the value of authenticity to the brand being represented. If you have someone manning your twitter account for you, it's hard to get that level of connection that is described in this article as well as to maintain consistent tone of voice, language style etc. Twitter may only allow 140 characters to be used, but I suspect that's still enough to need tone/style guides.