The document discusses how Twitter can both help and hurt companies depending on how it is used. It can help by allowing employees to act as PR partners and respond quickly to issues, while also enhancing marketing. However, it can hurt by becoming a distraction if not used strategically. The document provides examples of how one company, Razorfish, strategically uses Twitter for events, recognition, announcements, thought leadership, customer service, and recruitment. It shows how the company was able to get a made-up word to trend on Twitter and Google through strategic use of the platform.

1. Twitter: the twoedged sword
@davidjdeal
@Razorfish

2. Twitter can help you. And hurt you.
Hurt You
Help You
Employees = amateur journalists
Employees = your PR partners
Flaming tweets = daily distraction
Flaming tweets = opportunity to show
responsiveness
Influencers = threat to PR gate
keepers
Influencers = great way to make
yourself more valuable
A time waster if you lack a strategy
for its use
Can enhance your marketing & PR if
you employ a strategy

3. Some ways Razorfish uses Twitter
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Events: 2009 Client Summit #rzcs trended #4
Employee & client recognition (e.g., awards)
PR for major announcements
Distribution for thought leadership
Customer response mechanism
Recruitment

4. “The Client Summit was the tweetiest
conference I had ever been to.”
-- Razorfish Client Amway

5. Razorfunfish
On Google first day of conference: No results for Razorfunfish

6. Razorfunfish Twitter Results: 18+ pages of Razorfunfish results
on Google -- including blog posts, videos & purchased search ads

7. Thank you
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David J. Deal
312-696-5056
david.deal@razorfish.com
@davidjdeal
@Razorfish
http://www.superhypeblog.com