When I announced TheSocialWeb last week, I said that I’d be challenging the status quo and asking the question ‘why’ a lot. And I’m starting off with a something that’s been on my mind for several weeks now: from a marketing perspective, why do we bother with Twitter?
There are some individuals and brands out there who have undoubtedly got Twitter cracked and for whom it provides immense value. But for every Dell, Starbucks, Innocent, Brian Solis or Stephen Fry, there are ten, fifty or even a hundred more who get no significant return and who are wasting an absolutely massive combined volume of money and resource. And I believe that the issue boils down to one simple thing: numbers.
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