Twitter is promotion. It is branding and positioning and, if done correctly, provides a snapshot into person’s (or company’s) true identity. When we tweet, we share our own character in 140 characters. We share what is on our mind or how we feel. We instantly brand ourselves as funny, emotional, excitable…or if we aren’t so good at it, boring. Either way, Twitter is a form of “permanent online” expression and a reflection of who we are and what we believe.

This is great…when done correctly. This is bad when we forget the rules of tweeting (or don’t know them) and tweet out anything we think of (without thinking), which could potentially bite us in the butt!

So let’s take a look at some guiding principles to be sure you are tweeting effectively and appropriately.

First, what is you Twitter goal? Did you join Twitter to network, find a job, or because you just wanted to see what the hype is all about? If you joined to network professionally or get a job, then tweet with passion, expertise, knowledge and always with caution! If not for those reasons then think about how you are going to use your account and if you are going to clearly disclose who you are and where you are from. For instance, you can use an anonymous Twitter handle and omit your name from your profile if you are just checking out the hype. If you chose that route, remember your account is still linked to your email, but outsiders might not know your true identity.

If you do chose to show who you are, where you are from, and the company you work for or represent, be sure your tweets are “friendly.” This means you must consider who is reading your tweets now and who could be reading them in the future.

For example, if your tweets complain about your employer, your current and future employer might come across these tweets and not take kindly to the remarks. Also, if you tweet strong political or religious views, you might be perceived in a particular way, so keep that in mind.

A “Twitter lesson learned the hard way” is the case of Mr. Andrews from Ketcum (NY based PR agency) who was headed to Memphis to present to one of their clients, FedEx. Mr. Andrews posted this tweet upon landing:

@keyinfluencer True confession but I’m in one of those towns where I scratch my head and say “I would die if I had to live here!”

Unfortunately a FedEx employee saw this tweet and brought it to the attention of the company prior to Mr. Andrews’ arrival. Can you say “sticky situation?”

When tweeting, I advise clients to stay away from taboo topics and bold claims and stick to:

• Providing links to useful information
• Adding thoughtful remarks
• Commenting on others’ information
• Voicing pop culture opinions that aren’t too controversial
• Posting jokes or interesting images
• Linking to great online purchases or discount sites

These topics tend to offer a ton of information that is “friendly” and keeps your Twitterstream useful, interesting and something you aren’t afraid to show your mother. Remember, you are what you tweet!

Jen Cohen is a social media and marketing maven knocked down many times in 26 yrs. Something Creative http://somethingcreativemarketing.com

Tags: Marketing, online marketing, Social Media, Strategy, the right way, Twitter