This document discusses the Belgian railway company SNCB's launch of their Twitter account. It provides background on SNCB's operations and social media presence. The document explains that Twitter is well-suited for SNCB's need for real-time communication with travelers during situations like strikes or heavy weather. It also outlines five essentials to prepare for before a social media launch, including identifying passionate internal employees to engage on social media and having clear procedures for responding to questions. The document concludes with key takeaways around listening to audiences, finding engaged internal employees, and being prepared to adapt quickly.