Should a brand build a single twitter account or ask each of its employees to build their own affiliated twitter accounts? It depends on the brand and why they are on twitter.

I will follow an employee’s affiliated twitter account if they have personality, or if they offer unique insight or access. Their actions do reflect on their company and impact my perceptions of it. In some situations, I have no interest in following an individual’s account. Take the online deal site Woot for example. I don’t care what their product manager had for lunch, I just want a good deal now.

I like Perkett PR’s approach to twitter. Their brand’s account features the picture of everyone who contributes to it. Each one also has individual accounts.

There are other more complicated considerations involved in creating employee-affiliated twitter accounts. Who owns the account? What happens to the goodwill and equity the employee created for your brand when she leaves the company?

In an ideal world, a brand would carefully select, train and celebrate its twitter brand evangelists. While their training would cover a code of conduct and key speaking points, it would also empower twitter brand evangelists to express their unique personality and willingness to help.

Until a brand can be sure that every person tweeting on its behalf exemplifies these qualities, I would stick with a single brand account.