Ten Billion Tweets Served: Twitter Usage in PR Efforts Still Evolving

It’s safe to say that if an organization hasn’t at least experimented with Twitter by now, it has missed the proverbial boat. Since 2007, when the microblogging platform came of age at the South by Southwest festival, it has grown exponentially, and forward-thinking companies got on board early in the game—leveraging the new platform to build communities, integrate into customer service programs, announce product launches, reach the media and more. But three years have passed, and as Twitter and the countless applications built for it have evolved, so has organizations’ use of the platform. PR News recently spoke to a quartet of social media strategists across nonprofit, B2C, B2B and agency functions to find out how their own Twitter efforts have evolved, and how they are moving the business needle with the tool. Danielle Brigida, social media outreach coordinator for the National Wildlife Federation, has been using Twitter since 2007, “right around the time that bloggers were using it,” she says.

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