When I mention to clients about how useful Twitter is for marketing and brand-building, they usually are surprised, or think I’m just a Twitter addict (guilty as charged!) trying to justify using the latest distraction. However, there are some real-life case studies of successful Twittering that can easily be observed… just by following and watching how the Twitter Masters (as I like to call them) tweet. There’s a lot of great case studies I could point to, but one very famous personality stands out as a fantastic example of how best to use Twitter: physician and best-selling author Deepak Chopra ( @Deepak_Chopra ).
First – a caveat… I tend to think that you can’t be “good” at Twitter unless you at least like Twitter. If you think it’s stupid or a time suck, you probably won’t get much out of it. That said and out of the way, it’s really obvious that those who are great at Twitter also clearly love it….and Deepak Chopra is clearly into Twitter. So what is it about Dr. Chopra’s tweeting style that works so well?
1. Original thoughts (tweets) that uplift his Twitter followers. In this case, the “uplift” part here is really important. Dr. Chopra’s message of mind-body connection, spirituality and self-awareness wouldn’t sound too authentic if he were complaining about a cancelled flight or making sarcastic political comments. Instead, he’s educating newcomers as to what he’s about and reinforcing the public’s perception of him… and it seems to be totally sincere and real. If a snarky insult comic is adopting this approach to his own tweeting, he should be supplying copious amounts of snark. If a nutritional consultant does the same, there won’t be bitchy tweets about the line at McD’s… you get the idea.
2. Retweet material! This sort of touches on #1, but much of Dr. Chopra’s tweets are just… great:
Now that’s retweetable! Supply lots of useful stuff – depending on what your particular audience defines as “useful”, of course. 
3. Engagement with others… and a lots of it. This is a really successful and famous person who personally answers many who are sending him questions – and is no snob about it (as the following screenshot will attest). He’s basically ministering via Twitter:
Engagement is easy… a retweet, sharing a resource, answering a question… conversing.
4. Providing answers to the original Twitter question, “what are you doing?”. Dr. Chopra’s Twitter profile has occasional updates as to his day, recording his radio show, hopping a flight, etc.. The effect is humanizing without being boring or self-important.
5. A bit of gentle self-promotion: Dr. Chopra’s profile features occasional tweets about TV appearances, travel and info on his soon-to-be-released book. Note I said occasional… not frequent. They are easily findable in the midst of all the other conversation – and it’s not at all sales-y.
So there you have it – a brief Twitter success case study… who do you think are “Master Twitterers”?
PS – Click here to follow Deepak Chopra on Twitter. 
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Deepak Chopra gave us an intimate talk in London on Sunday about the power of Twitter http://bit.ly/yZkoA
Hi Jack – Thanks for passing along that link… he is such a great example of how to positively use social media. Thanks for commenting!
Mary,
This was great!! Thank you! As a Twitter-beginner (I was going to say ‘novice Twitter-er-er-er but didn’t know where to stop the ‘er. …0bviously, I’ve a lot to learn : ) I’ll be looking to you as a Master Twitterer. No pressure, though
Hi Donna – glad you enjoyed it!! ;-D
Great example of another awesome Tweeter. Thanks Mary!
It’s nice to see someone of celebrity status use Twitter in an authentic way.
Andrea
Yep – and in a nice way, too! Thanks for commenting, Andrea!