Twitter requires 'look before you leap' approach

11th June 2009

Brands considering the use of Twitter ought to consider their actions before sinking a large budget into their new concept, according to an expert.

Steve Richards, the managing director of social media agency Yomego, said that while many companies have demonstrated good marketing, many others may be hugely disappointed once they start working with it.

He explained that while Comcast and American Airlines have jumped in the deep end to get the most out of the micro-blogging website, it may just be another trend which could be as good as finished by the end of the year, after something else comes along to replace it.

Mr Richards said: "Social spaces are not websites to the people who inhabit them. These spaces are places for their users to express themselves and connect with people.

"Any activity must be able to provide a benefit to the community, not simply attempt to sell them something."

Twitter started as a side project in March 2006 and has gathered momentum in the last year, becoming the fastest-growing social networking website in the world.

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