The document discusses the importance of listening on Twitter for brand management, emphasizing that consumer trust in recommendations from friends significantly exceeds that of advertisements. It outlines four stages of engagement on Twitter, encourages proactive reputation management, and suggests various search strategies to monitor brand mentions and competitors. The piece concludes with the idea that developing a social media presence requires patience, likening it to nurturing a relationship.

1. Listening for opportunitieson twitterfrom the annals of @AdBroad

2. The four stages of twitter:as diagnosed by @ jasonhiner true twitter tales from @Adbroad

3. 1. Incredulitytrue twitter tales from @Adbroad

4. Futureman, courtesy Dave Wilkie, @jetpackstrue twitter tales from @Adbroad

5. 2. Aha!

6. 3. Hey, I’ve got something to post! true twitter tales from @Adbroad

7. 4. Thinking in 140 characterstrue twitter tales from @Adbroad

8. Your brand is being defined by what others are saying about it14 % consumers trust recommendations from ads; 78% trust recs from friendstrue twitter tales from @Adbroad

9. (or not saying about it) on multiple channels you can’t controltrue twitter tales from @Adbroad

10. Business reputations that take years and millions of dollars to build can now be undone by a single tweet. true twitter tales from @Adbroad

11. That’s why it’s so important to listen true twitter tales from @Adbroad

12. Brand benefits of listening:true twitter tales from @Adbroad

13. Discover evangelists who can rally crowds for you.true twitter tales from @Adbroad

14. Increase brand equity by building reputation for being attentive.true twitter tales from @Adbroad

15. true twitter tales from @Adbroad

16. Take advantage of unique opportunities to promote.true twitter tales from @Adbroad

17. Do real time research.true twitter tales from @Adbroad

18. There are lots of ways to search twitter.true twitter tales from @Adbroad

19. Start with search.twitter.comtrue twitter tales from @Adbroad

20. Google search toolstrue twitter tales from @Adbroad

21. true twitter tales from @Adbroad

22. true twitter tales from @Adbroad

23. true twitter tales from @Adbroad

24. It matters less which tool you use, matters that you use one (or more)true twitter tales from @Adbroad

25. What to search for:• your name • your competitors’ names• your category • your product, services, event names • CEO or well-known personalities associated with your organization • brands and taglines • URLs for your blog, web site, online communities • industry terms or other phrases • your strengths and weaknesses.true twitter tales from @Adbroad

26. Don’t hide from bad newstrue twitter tales from @Adbroad

27. Turn lemonstrue twitter tales from @Adbroad

28. into lemonadetrue twitter tales from @Adbroad

29. in customized flavorstrue twitter tales from @Adbroad

30. The first tweet is the hardesttrue twitter tales from @Adbroad

31. But it’s okay if your first post isn’t exactly right.true twitter tales from @Adbroad

32. Have patience. Social media takes time. Like any relationship.true twitter tales from @Adbroad

33. helen klein ross@AdBroadhelenkleinross@gmail.com