Managing a corporate Twitter account is like realtime publishing and, just like in the magazine world, you need to have an editorial plan and assign beats, says PR Newswire‘s Victoria Harres in this interview with Women Centric’s Pattie Simone, which was filmed at TWTRCON NY 10 last June. PR Newswire has two main business goals for managing its presence on Twitter:
- Accessibility: PR Newswire uses Twitter to make itself more accessible to its global client base. Harres and her team funnel messages and inquiries to the right team member–sales, customer service, tech support–for fast response.
- Branding: Harres explains that “being the voice behind the brand” is a great responsibility, since she and her team are speaking for everyone at the company and want to make sure that how they represent the brand would make the entire team proud.
The real learning in this interview is when Harres shares her strategy for managing time and responsibility among the 4-member team. By having each team member focus on a different “content beat,” the team naturally focuses on various audience segments. Watch as Harres discusses how the team uses content to drive its targeting strategy:
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