Across the pond, Sarah Marshall of Journalism.co.uk has an interesting interview with David Bowen, a journalist turned senior consultant at Bowen Craggs & Co., that among other things advises companies to “Learn how to monitor Twitter”:
Use [Twitter] as a “proxy search mechanism”, Bowen advises.
"The thing that really came across [in research for the FT study] is the importance of an understanding of social media, particularly Twitter."
"Journalists use it as a source for possible scoops."
The real trick is getting journalists to follow you by providing enough interesting nuggets of information, Bowen said.
But more important than tweeting interesting pointers is to learn to monitor what other people are saying about you…
The report says: “Companies need to understand Twitter – both to feed journalists leads and to get early warning that a nasty news storm is about to blow in.”
PR pros: How have you been connecting with journalists on Twitter?
Journalists: How have companies been reaching out to you over Twitter? Are they doing it right?