Twitter, the microblogging service, which limits posts to 140 characters, has become a favourite of celebrities and digerati. Businesses worried about being left behind are experimenting with using the service to promote themselves. Done badly, the effect can be like watching your grandfather dance at a wedding disco. So should it be left to a company’s marketing department to tweet?

THE MANAGEMENT GURU
Don Tapscott
Twitter is a godsend for marketing departments. They should embrace it. At its most basic, tweets are a useful way to send information on your product or service, or to respond to critics. Your brand can be seen to be cool by showing you have a large following. By attracting followers, your company can reach a wide audience.