It’s easy to forget that Twitter isn’t a one-size-fits-all communications channel. What works for one brand isn’t necessarily the right strategy for another. That observation may seem obvious but tends to get lost amidst the various case studies of success that frequently capture marketers’ attention.

Every brand is distinctive. Its digital and social media marketing strategy needs to be customized in a way that matches its unique marketing needs and customer peculiarities.

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Many brands keep a pretty tight lip on Twitter. So it may be a surprise that one of the most talkative brands on the platform also boasts the biggest following.

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Thinking about jumping into Twitter? Or have you been a Tweep for some time now but yielding disappointing results?

In her recent ebook, Twitter 101: Everything you need to know about Twitter marketing, Lauren Dugan, co-founder and writer for AllTwitter.com and social media consultant, walks through a step-by-step process on how to harness the social media power of Twitter. Whether you’re new to the social web or a long-time Twitter user, Dugan’s smart advice is a must-read if you’re looking to maximize the benefits of the second-most-popular social information network.

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Google Reader has always been one of the most popular article aggregators on the web mainly because it has the good ‘ol Google look and feel that makes it easy to navigate. The online reader also makes managing subscriptions a breeze, and its recommendations for stuff that you might like are spot on.

However, one of the biggest things missing from Google Reader is social sharing capabilities. Unless you count Google+, the reader doesn’t have a native feature that lets you post what you’re reading to social networks. For instance, Tweeting an article that you picked up from Google Reader can be cumbersome, because you have to go to the original article and hit the Tweet button from there, instead of doing it all from the reader.

Thankfully, the guys at Buffer came up with a couple of ways to solve Google Reader’s social media shortcomings, at least when it comes to Twitter. (For the uninitiated, Buffer is a nifty tool that automatically schedules your tweets at optimal times to ensure that you get the most exposure for your content.)
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When one thinks of online job searches, LinkedIn is usually the platform that comes to mind, not Twitter – but it should be!

Whereas LinkedIn is a pretty impersonal job board-style platform, Twitter allows for more personal interactions and this builds a stronger recruiting network for users. This post will tell you how.
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Authentic voices are critical to marketing on Twitter. Your company wants to know what people really think about your brand and your followers want to feel like they are hearing from a real person – not your legal department.

Talking a little sh#!& might be the best way to keep your Twitter conversations authentic and valuable.
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When you think of Twitter, making sales isn’t the first thing that pops into your mind. After all, how can you sell anything on a social network where most people do nothing but talk about themselves?

You sell because they talk about themselves!
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Is Twitter turning us all into narcissists or is there something else at work here? There is – and that something is our need to feel important and the fact that narcissists on Twitter would be narcissists with or without the social network.

Feeling important is a fundamental human need. We get this need by joining clubs, obtaining leadership positions, accomplishing big things and so on. Twitter is another outlet for that desire to feel special and should not be confused with narcissistic behavior . . . or should it? Read more