Professional Use:
- use your real name in your bio
- if you wouldn't want your boss knowing what you're up to, don't tweet it. Especially during working hours!
- provide "value" - post links to interesting readings, etc.
Institutional Use:
- you are representing the "brand" of your account
- you can make a custom background for more customization
- shared accounts: make sure everyone understands the "voice," set expectations of how often to post
- be professional when writing to users - especially if you are replying to a complaint they broadcast
- follow back anyone "real" looking who follows you. Otherwise they cannot send you a direct message.
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