---
title: "Does Twitter Fit into Your Branding Strategy?"
date: 2008-12-01
description: "$( document ).ready(function() { // Handler for .ready() called. $("
canonical_url: https://idratherbewriting.com/2008/12/01/does-twitter-fit-into-your-documentation-strategy/
---
# Does Twitter Fit into Your Branding Strategy?
- Eavesdropping on customer conversations

- Putting a personal face on your company

- Increasing the reach of your announcements 

### Eavesdropping on Customer Conversations

You can eavesdrop on customer conversations by subscribing to queries that search for specific keywords in the Twitterverse. To subscribe to a Twitter search query:

- Go to [http://search.twitter.com](http://search.twitter.com) and type your product name (for example, Camtasia).

- Click **Search**. As needed, refine your search by adding + before words you require and – before words you want to omit. You can also enclose phrases in parentheses.

- Click the **Feed for this query** link (circled in the image below) and add the feed to your news reader, such as Google Reader.

![Link to the RSS feed for this Twitter search query](https://s3.us-west-1.wasabisys.com/idbwmedia.com/images/twitterfeed1.png)

**Tip: **While you're setting up product search queries, head over to [Icerocket](http://icerocket.com) and set up the same keyword search across blogs and other online sites.

Why exactly would you want to eavesdrop on Twitter? [Michael Arrington says](http://www.techcrunch.com/2008/04/06/comcast-twitter-and-the-chicken-trust-me-i-have-a-point/) Twitter provides companies "an excellent early warning system to flag possible brand implosions." In other words, when people are complaining about your product, you'll be well aware and may even head off a product crisis.