Marketers need to strike a balance between conversation and self-promotion to get the most out of Twitter, argues Jason Falls. At one extreme, Falls writes, marketers get so caught up in conversations that they overlook opportunities to promote their brand; at the other, marketers fail to engage their followers and simply bombard them with promotional tweets. There's no right or wrong here, Falls argues, but it's essential to find a marketing style that fits your company's goals.

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