Tweeting Works

We're not necessarily fans of the next big thing in new media. And, when it comes to Twitter, the jury is still out. Nevertheless, we like to try out every new trend if only so we can weigh the merits ourselves.

Local station CBS4 deserves credit for most energetically embracing Twitter. Leading the way is Assignment Editor Misty Montano, who has earned more than 2,500 followers (and tipsters) with her real-time updates of the newsgathering process, from police scanner chatter to her relentless pursuit of public safety spokespeople.

Anchor Tom Mustin recently used Twitter to put out a call for ideas for the station's "Beat the Recession" series and we offered up our client CollegeInvest, a not-for-profit division of the Colorado Department of Higher Education dedicated to removing financial barriers to college. The resulting story helped highlight the useful services CollegeInvest provides (services that are especially valuable in these tough times).

That's what they call these days a "win-win-win" situation (replacing the term "win-win," which apparently had lost some of its power). Thanks to Tom for his conscientious and comprehensive reporting on a topic that's on the minds of many people. So chalk one up to Twitter.

Our client Tim Jackson of the Colorado Automobile Dealers Association also uses Twitter regularly with great success in both contacting media and communicating directly with the public.