twitter als Werkzeug des Online-Marketings: Richtlinien für erfolgreiches Twittern

This paper provides an evaluation of the online marketing tool twitter and its use in companies' marketing strategies and attempts to outline guidelines for successful twittering. These guidelines are designed to support companies to develop sustainable twitter profiles for commercial use. The analysis is supported by and based on relevant literature and research on the topic, along with insights gained from interviews that were conducted with companies that are already using twitter as a commercial tool. Finally, these guidelines focus on three main strategy stages and can be adopted into practical applications.