However, many will encounter the same problems as with corporate blogs:
o How often to maintain them?
o Who should maintain them?
o How do you measure a successful program?
o What’s the proper balance between communicating the company’s interest vs. being so self-serving that no one “follows” them?
We recently saw a Twitterite whose job is audience development for a major media outlet whose tweets consisted only of featured articles in the publication. The person had 1,612 tweets, but only 44 followers. In comparison, the magazine’s official Twitter feed has more than 12,000 tweets, and more than 600 followers. It’s a lot of effort with not much payoff. What companies need to understand is that Twitter and social networks are about engaging in conversations.