July 25, 2011

This post is part of Amy Jo Martin’s monthly contributions to the Harvard Business Review Insight Center Marketing That Works.

Hi, I’m Amy. A quick introduction is in order here because, while you don’t know me, you may know my work. I’ve spent the past three years building an online brand you may know called Shaquille O’Neal. It’s been an amazing voyage navigating the uncharted waters of social media with this Columbus-like pioneer of the medium. Through many experiments with @SHAQ, @DoubleTree by Hilton and @TheRock among others, I’ve created some best practices, and I’ve identified some worst practices. I’ve built my own Twitter presence and started a company, Digital Royalty, which assists brands of all types in increasing their influence using social channels.

To read the post in its entirety, visit the HBR Blog here.

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