When looking to leverage mobile messaging services and microblogging platforms such as Twitter, the Minneapolis-Saint Paul media serves up some examples worth checking out:

Twitter feeds from Fox 9 News and the Star Tribune are fully automatic streams of almost every news story they publish. I personally don’t think most people want that kind of a stream in Twitter, but it works for some. WCCO posts breaking news stories on Twitter almost exclusively, which is similar to CNN’s Twitter feed. Minnesota Independent, The UpTake and MinnPost post to their own stories, but also maintain a news dialog with others. The Saint Paul Pioneer Press’ feed is very conversational.

There are Twitter accounts for individual reporters, journalists and other media professionals as well. The advantage for the news consumer is being able to listen to what reporters are talking about before it’s reported, but the disadvantage is hearing everything else they may be doing or talking about that’s unrelated to the news. MinnPost’s David Brauer, Minnesota Independent’s Paul Schmelzer, Pioneer Press’ Julio Ojeda-Zapata, WCCO’s Jason DeRusha and MPR’s Bob Collins frequently converse about news as it happens and before their respective organizations publish about it. MPR has a number of Twitter users including Tim Post, Julia Schrenkler, Tom Scheck and Michael Caputo. WCCO’s Terri Gruca will sometimes poll Twitter for help on stories and American Public Media’s Jon Gordon uses Twitter to ask his followers for help on “Future Tense” segments.

The media’s Twitter use runs the gamut from straight news feeds to news conversation to stalking journalists, so it isn’t easy to figure out what’s the most effective to implement Twitter for your business or organization.

Do you want to communicate with a straight feed of your press releases or do you want to engage people with conversation? Do you want to respond to people that Twitter about you or do you think subscribers will be bothered by conversations involving your organization on their mobile phones? Does it make sense to have an individual representing you or an account named after your business?

Point being, figuring out if using Twitter is right for your business or organization isn’t as simple as signing up for an account and using it, it’s finding the right Twitter “voice” and usage that augments your brand. Either way, you’re no one if you’re not on Twitter:

I never thought I would be a Twitter advocate, but in recent weeks I have become a true fan. The bare bones essence of tweets keeps me tapped in just enough to know when and where Gustav was hitting land or which vice presidential candidates was just announced, without having to slog through my normal channels of info. Since I was especially interested in the protests that happened in Saint Paul during the RNC, I followed most of the action in realtime on Twitter. It was the perfect feed of updates and links to make me feel like I was actually in the middle of the action. The raw energy was exciting. And when it was over, so were the tweets. 

Interestingly enough, it seems that big biz feels the same way. Business Week’s recent article, “How Companies Use Twitter” shows how effective a 140-character press release can be.

Writing My Twitter Etiquette Article: 14 Ways to Use Twitter Politely

Every form of communication deserves an etiquette manual, if only so we can treat our fellows better, even in 140-character bites. MARGARET MASON’S 14-point guide to improved tweets.

(via the Morning News)