Abstract
This paper focuses on the use of Twitter in institutional communication. Many institutions are still unaware of how Twitter works and the great potential that it has for corporate communication. Twitter allows institutions to provide relevant content to the users and allows starting conversations, facilitating the creation of communities. The institution not only provides information but also receives it from the community. The purpose of this paper is the creation of a “manual” on the principal premises that an institution must follow to communicate effectively on Twitter with its target audience.