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SOCIAL MEDIA: Marketing in the Twitter stream

Twitter is the perfect example of social media - an online tool powering conversation. B2B marketers have the potential to use it more effectively than B2C, not only due to the length of sales cycle but more importantly the long relationship cycle.

As a business marketer, you need to find out if your customers are talking about your brand, products, services and indeed competitors on Twitter. If they are, then you need to engage with them and be there before the sale. If not, then register your brand's ID on Twitter and get involved before your competitors do.

With any communications tool, you should have a strategy in place to effectively handle the relationships with customers. Here are guidelines on how to best communicate your brand on Twitter.