As John Donne once wrote, ” No man is an island, entire of itself every man is a piece of the continent” Think of Twitter as an association – a very large and all-encompassing association; a gathering of like-minded individuals who promote industry, promote each other, encourage ideas and even nudge those who may be going astray. Although there are no “chosen” officers as in a more traditional organization, there are definite leaders. Meetings are on-going, rather than monthly. People come and go each day, but the conversation continues because members are across the globe in every time zone.

This Twitter association offers both safety and power. A brand which possesses a presence on Twitter has the ability to assemble a network built on trust and loyalty, as well as the power to guide its image and enjoy the safety that power provides. Additionally, Twitter provides a platform with which to respond and counteract negative comments that may arise about a brand, all while summoning the support of the associations and relationships fostered by this medium.

Many brands have already found their way to Twitter. The successful ones possess a human voice behind them, communicating the brand message and networking with customers, business associates and industry colleagues. This communication is conducted on interpersonal terms, aiming to refrain from the characteristics of a sterile corporate message board or an advertising billboard.

Companies actively engaged on Twitter enjoy the strength of a loyal network. But more importantly, these organisations have the opportunity to build a positive image for their brand every day – and so can you.