In a meeting this week to kick off a new web project, our clients asked us when and how they should be using Facebook and Twitter to complement the news feed on their site. Though they are presently using a Facebook and Twitter account to get some information "out there", they aren't sure how to take advantage of these spaces. Though we discussed some things briefly in the meeting, I thought I'd post a few more thoughts since I'm sure other marketers, clients and otherwise, are wondering the same thing.

Before even considering taking full advantage, the most important step is to put someone on it. You need to dedicate the resources to social networking, even the basic stuff, if you are to reap the benefits.

Your site is great for disseminating information. And a core set of tools are required to make this useful, to make this information portable. For instance, News is useless without RSS. Remember that Facebook and Twitter are dissemination tools, not just for your brand, but for your brand's champions. You need to provide portable elements on your website so people who find you online can spread the word about you in other places online.

But on Facebook and Twitter, you can't just release the same information as on your site - limiting your tweets to plugging your news item or blog post doesn't increase the value for your fans - they might be happy to stay passive followers but won't grow your reach online. These channels can each will serve you well if you're willing to put the time into them.

Facebook and Twitter are, by their very nature, forums for exchanging information. So the opportunity to build your brand's 'bigger picture' lies with these tools - you are in a space where your target audience is already actively exchanging. As part of constructing your brand's personality, you can take advantage of these forums by being part of that exchange. You should be mining information:

• Who are your brand's biggest champions in on Facebook? (hint: they deserve some PR! from you!)
• What are people Tweeting about you? What can you retweet?
• Who can you follow? Build your credibility online by linking up to relevant, related posters (but don't just blanket the twittersphere, stay relevant to your audience.)
• And, don't wait... what can you learn RIGHT NOW? Using Twitter as an instant polling mechanism is a great way to collect instant feedback.

Now, this is just a basic overview, but we're finding more and more often that brands need most help with the basics. This, of course, represents a great opportunity, because after designing a great experience on a brand's site, we can focus on making the most of the social tools available.

For a more complete picture of the possibilities, it never hurts to examine what other great brands are doing. Though there are many examples of brands using Twitter well, here are four of my favourites to get you started - they engage users with questions, link to related content, and complement their blog/news postings with additional material:

JetBlue offers Twitter-based customer service, responding publicly to tweets from other users:
http://twitter.com/jetblue

Starbucks, a leader in online communication, asks questions, creates discussions, and openly requests (and responds to!) Direct Messages through Twitter:
http://twitter.com/Starbucks

Whole Foods has a master Twitter account for it's global HQ, and several others for each city and major store - great targeted approach:
http://twitter.com/wholefoods

Method tweets about all kinds of eco-friendly endeavours that complement the brand's mission:
http://twitter.com/methodtweet

Thanks for reading - and, of course, don't hesitate to follow Dynamo for more insight into our work and culture at www.twitter.com/dynamomtl :)

Alex

Alex - Dynamo's Interactive Director.
Alex's holistic mission at Dynamo is to push the team to create beautiful, usable work online, and to exploit new technological and experiential avenues. He is preoccupied with keeping the studio at the forefront of an industry travelling at light speed.