Twitter messages, or tweets, blend both personal branding and organisational representation, write Lily Canter and Daniel Brookes, both of Sheffield Hallam University. The authors analysed a week’s worth of tweets sent from the Twitter accounts openly affiliated to the newspaper The Star, which yielded 564 tweets from 14 active accounts.
Senior journalists, such as editors, are more likely than others to both tweet a lot, and tweet in a traditional manner: promoting links to the paper’s online content. News and sports reporters sent out few links, but instead interacted more with the audience, thus building their personal brand, the authors found.
The article Twitter as a Flexible Tool was published by the journal Digital Journalism. It is available online (abstract free).
Picture: Untitled by Skitterphoto, licence CC0 1.0.