No matter how much we want to think otherwise, some companies should not be on Twitter and we’ve seen more than our share of people that burn out because they are just working against a system that doesn’t support social media for marketing. A lot of times these issues have nothing to do with social media per se but has to do with the overall company culture
Well, taking a cue from Letterman here is our take at considering whether you should be paddling at all…
Reason 5: Your CEO asks once a month what Twitter is.
If your executive team doesn’t understand Twitter then they will never understand expending resources to use it.
If you think it’s valuable and it is helping build your brand, business or customer base, then prove it. Do the math and build a compelling argument for Twitter. If you can’t demonstrate its effectiveness, then maybe you should be asking yourself why you’re on it. read more