Lately I have had the opportunity to observe two competing organizations, both of which use Twitter as a tool in their business communications but who do so in very different ways. For me this has been a living example of two opposing approaches to using Twitter, one good and the other really NOT. Here is one way their approaches differ which helps illustrate my point.
Megaphone or Hearing Aid?
With one of the users in my informal case study the organization is using Twitter as a Megaphone. They speak but do not listen. It is easy to recognize a Megaphone Twitter user by simply looking at their totals for “Followers” vs. “Following”.