Like a consumer market, you must segment your tweets. Your twitter stream should be a vocal embodiment of each segment you’re trying to target. Take the brand personality that you’ve had locked up for ages—and give it a use.

Take the UVic Commerce Students’ Society, for example. Since the CSS is such a specialized organization, however, there is a significant overlap with segments and this can lead to a bombardment of tweets with, inevitability, some possible duplication. 

We currently have 5 twitter streams:

@uviccss - for general news about student life at UVic Business.

@uvicexchange - for tweets from our students abroad on exchange.

@uvicjdc - for updates about our JDC West team

@uvlc - to promote our external conference, the UVic Leadership Conference (UVLC).

@5days_victoria - to promote our efforts for the 5 Days for the Homeless national charity event.

Surely, it’s very possible that someone is a member of UVic JDC West, looking for information about the CSS, attending UVLC 2011 and participating in 5 Days. 

The trick, however, is to make sure all five voices are unique and providing a quality dialogue.