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For marketers, the implication is clear: share freely and give of your expertise if you want to excel on this new medium. Case study after case study from Groundswell, the best-selling book by Josh Bernoff and Charlene Li make this point abundantly clear (Bernoff, Li, 2008).If there is one downside of this experience of evaluating Twitter it is the ferocious appetite many have for fame for anything and the tendency on both individuals' and companies' part to use Twitter as a megaphone, not a telephone. The telephone is best used for listening, and the same holds true for social media especially Twitter.
Conclusion
The value of Twitter is very evident. Like any learning platform and communications channel, it must be managed to a very high value and always governed by the axiom of getting what you give. The sad, even pathetic attempts by so many to become famous clog up this excellent communication channel; and by using advanced Twitter features it's possible to make a vibrant, strong learning...
Literally, this social media platform is what one makes of it through diligent effort to turn it into a knowledge platform.
References
Bernoff, J., & Li, C. (2008). Harnessing the power of the oh-so-social web. MIT Sloan Management Review, 49(3), 36-42.
Curran, K., O'Hara, K., & O'Brien, S. (2011). The role of Twitter in the world of business. International Journal of Business Data Communications and Networking, 7(3), 1.
Lowe, B., & Laffey, D. (2011). Is twitter for the birds?: Using twitter to enhance student learning marketing course. Journal of Marketing Education, 33(2), 183.
Rinaldo, S.B., Tapp, S., & Laverie, D.A. (2011). Learning by tweeting: Using twitter as a pedagogical tool. Journal of Marketing Education, 33(2), 193.
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