The first step in utilizing a social tool like Twitteris to understand the human element in relation to social media. The human element can be referred to as an underlying form of authenticity when using social tools for communication. When consulting with a company, I tend to recommend two separate accounts. You should always have social media tools for your personal life, which could be separate from your business. There are (of course) different argument for both accounts.We can go into that at a later date.

When a person is seeking out information on your company they want two things concrete information (hard data, contact info, about us, etc) and the human element (owner, employee, company mission, etc). Twitter, not to mention every other social media outlet, gives you the opportunity to show a more human side to your business/organization.

Next step: Just try it out. Start an organization Twitter account (ie. Comcastcares). Search for people in your area and start following. See what happens.

Put some HUMAN into your COMPANY. Believe me, it is worth it.

After all, an empty, heartless logo is the last thing a donor will give money.

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