Jon Bounds has produced another useful Twitter guide, this time looking at the business of using Twitter on behalf of a brand or organisation.
You can read his full post here.
One of the interesting areas that he covers is how to get personality across when one or more people uses Twitter under an organisational account.
Personality’s important, but I don’t think that necessarily means the same as having an identity – it’s not vital to have a named person using Twitter on behalf of an organisation – @downingstreet goes under the guise of No10 admin, but posts with enough personality and interest to carry it off well (in my opinion).
Jon reckons any content posted on Twitter for an organisation needs to cover one or more of these four criteria:

• Interesting
• Entertaining
• Informative
• Helpful

I’d agree with this, although the challenge comes as whether the message meets one or more of these depends on who’s receiving the message – one person’s interesting is another one’s dull – so it’s about ensuring being clear who the intended audience for your Twitter output is, and making some assumptions about what content they’ll value.