Social work: how can brands get the most out of Twitter?

Setting up an account on popular social media site Twitter is easy. It requires an email address, a handle (the name that will appear first on your account) and not much else. There is no identity verification and, initially at least, no restriction as to what you call yourself (unless someone else already uses the name you’d like). There’s nothing to stop anyone calling themselves whatever they wish, and that includes trademarked names.