Twitter is a valuable digital PR tool. It allows you to reach brand advocates and talk directly to customers. Twitter is also a great way to build your community and engage with various influencers, media and bloggers online.

But, as with any real time digital communications tool, it’s easy to forget you’re communicating to a large public. The misuse of Twitter can damage your brand’s image and place your business in controversy.

Consider the recent derogatory tweet sent by Khalif Mitchell of the BC Lions. The tweet, which contained a racial slur, resulted in the CFL fining Mitchell.

The article discusses useful tips when using live-time social media tools for your business, including:

1. Draft a practical and flexible social media policy.

2. Offer media and social media training to the employees. 

3. Ask employees to set up separate professional and personal accounts.

Twitter is a great tool that allows companies to “humanize” their brand. However, it is important to think ahead and have the right policies in place to maximize the potential of every tweet while avoiding any negative impact.

Source:
http://www.bcbusinessonline.ca/social-media/twitter-era-nothing-record

Image Reference:
http://bc.ctvnews.ca/polopoly_fs/1.999690!/httpImage/image.jpeg_gen/derivatives/landscape_960/image.jpeg