Sarah Milstein: How companies can use Twitter

According to Sarah Milstein, a Web 2.0 strategist and Co-Founder of 20slides.com, more and more companies start using Twitter. They use the micro-blogging service to listen to and resolve complaints. Not only that Twitter delivers them free research data, some of them use Twitter as „Canary in the Cole Mine" -- as Sarah puts it. Especially smaller companies promote their products via Twitter in a smarter way.

When starting a Twitter account, a business needs to determine who within the company will run it, says Milstein. Businesses should not always twitter about themselves, but also share information that is related to their expertise: "The biggest mistake a company can make is thinking this is a great place to push out information about itself".
Currently, Sarah is writing a book -- together with Tim O'Reilly -- about Twitter. The "The Twitter Book" will be available in June. Before joining O'Reilly in 2003, Sarah was a freelance writer and editor, and a regular contributor to The New York Times. Sarah can be reached via Twitter @SarahM .

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Science & Technology

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• Milstein