In the last two weeks I’ve spoken with one VP of marketing whose job was completely eliminated at a major national nonprofit, and one marketing director at a mid-sized for-profit who confessed she had no time to do long-term strategic work since she was really functioning as communications director, and without any support staff.

Who hasn’t felt the pinch on long-term strategic thinking when short-term tactical communications work needs to get done? And why should we care?

I think we should care because organizations are likely to find that while they net some short-term savings with cuts to personnel and marketing budgets, their brand may take a bigger hit than they think in the long-term.  If all you’re doing is getting out your weekly customer e-newsletters and press releases, you may actually be suffering from internal bleeding without knowing it.  With tactics focused on short-term “get the word out” communications, organizations can be missing out on three key marketing strategies: attracting new customers/donors, retaining existing ones, and constantly establishing your brand as the best in class.

So, how to maintain a brand focus without all the people and budget to help?

Consider what some of the biggest firms are now doing: using Twitter as a tool to provide customer service.  USA Today reported this week that companies like Comcast, Pepsico and Whole Foods are using Twitter to provide customer service more quickly and successfully than 800 numbers and websites once did.  Pepsico went so far as to change its top customer service employee’s title to “Global Director of Digital and Social Media.”

Title changes aside, how can mid-sized for-profits and nonprofits use this technology to do more than put out 140-character press releases?

1. If you are a school or university, consider tweeting to keep in touch with alumni on issues they care about.  But also tweet parents about important news–changes to the soccer game schedule, deadlines for scholarship apps, etc.  Letting them opt-in will make them feel they aren’t going to miss important news.
2. If you are in the business of social change, keep donors up to date on the impact of their funding.
3. If you are a government agency, keep stakeholders apprised of policy issues and where they stand, and any new information you have posted elsewhere about it to save them time fishing for it.
4. If you are a for-profit, keep customers apprised of issues and information that could negatively or positively affect their business outcomes, so you can demonstrate your depth of knowledge in your field and your value.
5. If you are a thought leader in your area of expertise, consider sharing what you know, what you are reading, and people worth watching. (For some reason, nonprofit leaders are particularly late adopters of this technology, and yet they have the most to benefit from one another and the least staff resources to pull in the information in other ways.)

Nothing replaces people and budget, but it looks like Twitter can offer some interesting opportunities to maintain a good brand presence in this downturn.