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Twitter may be the most over hyped Internet presence of them all.
A couple of statistics…
World Internet usage stats Jun 2012: 7,017,846,922 – http://www.internetworldstats.com/stats.htm
The stats suggest that only 3% of Internet users are regularly involved in this social media property.
I have a Twitter account but I don’t use it to follow anyone. It sounds like I’m a typical Twitter subscriber. My grandmother used to say, “empty vessels make the most noise“. If she were alive today, I think she would add, “now they only tweet.”
I suggest being very careful about the time, money and implementation strategies you plan to allocate to this social media property.
I can certainly envisage marketing communications situations where it could be very useful. However, I believe the majority of its business users are likely to be wasting scarce resources.