But doesn’t that also make some sense? At any organization, I’d expect the “@NameofOrganization” feed to be pretty official and traditional, because it’s trying to be a voice of the entire group/brand. Whereas the “@SomeoneWhoWorksThere” feed is a single person, so the voice can be more authentic and human. (I mostly don’t follow the @NameofOrganization feeds.)

Do you know of any organizations that are doing it the way you think it should be done?

Your note about Twitter as scanner reminded me of a discussion I had with a journalist friend. She was a crime reporter at a city newspaper. When in the office, she’d have the police scanner on, and be listening in for certain police codes. We actually made three lists: codes she ignores, codes that pique her interest, and codes that get her up out of her seat and out the door.

These days too often newsrooms are using social media channels in traditional ways to broadcast links to existing stories (for the most part) while their journalists are using it to learn, share and build stories.

If journalists could work with editors to humanize the channels that push messages for the broadcasters to use those networks to enhance stories, coverage and community that would be a step in a positive direction.