The biggest opportunity Twitter gives you is the chance to show the personality and humanness behind your organization. When you do so, you create the Petri dish in which you can grow conversations with people and establish relationships on a relatively intimate level.

But people aren't interested in connecting with a nameless, faceless entity. So once you've decided who's going to do the twittering for your company, be absolutely sure to identify him or her on your Twitter account page.

In your profile settings (under Settings ? Account), use the Name field to identify the company, and then use the 160-character Bio to identify the person or people behind the account.

The right-side bio for this PR Newswire account says,"I'm Vicky, PR Newswire's Director of Audience Development. I love to chat about the who-what-when-where of media/social media." Then she's filled out the rest of the profile nicely and taken identification a beautiful step further by creating a custom background (described in Chapter 5) that includes her picture, email address and a more detailed bio.