Online communities develop along a relatively fixed path. They start small and steadily grow larger. They have different needs at different stages. The community lifecycle image explains this development; it also acts as a map.
Should staff tweet as themselves or should you just have a main handle that directly represents the business organization?
The answer is not definitive but a mix and match from the options below. Source: Who Tweets for you? By Andrea Berry of idealware.org, May 2012.
Institutional: Branding the business or a department as an authority. Pro: clear organizational branding allowing for multiple managers. Con: loss of personal feel.
Spokesperson: Branding the community around the business or a department. In this case multiple people tweet as themselves, but clearly represent the business. Pro: you get the best of all worlds. Con: it is a lot of work!
Expert: Branding a single individual as an expert in a certain area (but you also care that there is an immediate connection to your department). Pro: real person with a organizational connection. Con: just one personality, what if there are more people? What if that person leaves?
Personal: Branding a single individual as an expert in a certain area (without caring if there is an immediate connection to Concordia). Pro: real person feel. Con: little connection with organization.
(This is reposted from an internal blog by Matthew Burpee)