Twitter is a free social networking and micro-blogging service that lets users post brief (140 or fewer characters) updates answering the question "What are you doing?" These "tweets" appear on the user's Twitter.com profile page and are sent to other users who have signed up to "follow" (receive updates from) designated Twitterers.

Although only three years old, Twitter now boasts 6 million users. Most tweets are mundane (e.g., "Drinking a latte at Starbucks), but businesses are beginning to realize Twitter's usefulness for reputation management and sales generation.

Even if you don't have an account, searching Twitter (http://search.twitter.com/) can give you an up-to-date glimpse of what users are saying about your company. You've probably Googled your company before to search for articles, blog posts, comments, etc., but those postings can sometimes appear days or weeks after the writer's interaction with you.

Tweets are meant to be instantaneous. For example, we found a tweet about a client that said, "Hanging out at Atlantic Tire getting an oil change. Somehow it's super easy to get work done here. Decent coffee and free WiFi!" That unsolicited endorsement was sent out to 265 followers of that particular Twitterer.

Companies are also using Twitter to send information to their tech-savvy customers. For example, Dell generated $1 million in additional sales over 18 months simply by sending news of special deals to their Twitter followers. Restaurants are tweeting their latest specials. Even nonprofits like museums are using Twitter to send out interesting factoids to engage their supporters.

It's not enough just to set up a Twitter account, however. You have to get the word out to your customers, prospects and partners via your Web site, e-mail signatures, promotional materials, etc. Then commit yourself to tweeting at least once a week and include useful information that provides value to your followers.

S&A Cherokee has joined Twitter and will be tweeting company updates soon.

S&A Cherokee uses a wide variety of communications specialties to ensure our clients are fully prepared to meet the demands of an ever-changing marketplace. Communications needs differ from one organization to another. S&A Cherokee assists with taking control of the communications process and develops strategies that are uniquely customized for each client.

To discover how S&A Cherokee can help you with your social media needs, contact us for a free consultation.