Marketers tend to feel any sort of social media tool is for their exclusive use (much like my two little girls fighting over one Dora toy). We’re not seeing any evidence of Twitter having a place within a company’s social media strategy. Social media works across all aspects of a company, not just marketing or PR – though that is how it’s often positioned (much to my annoyance).
Companies need to look beyond the hype and understand how Twitter can be used in real terms. In my honest opinion, it’s a great tool for low cost engagement and listening – really good in B2C markets, but much less so in the B2B world. I still think there is a lot of rubbish on Twitter, people talking about what they’re having for breakfast, “I’m so tired”…this doesn’t help when you’re trying to convince business people of the value of the service.