Read the article (and dissenting comments at the end): Fast Company’s Kitt Eaton spews some European WebTrends research saying only 2 percent of businesses use Twitter as a marketing tool.
Ideas why? It’s easy! You actually have to be original, authentic, transparent, imaginative et al. to engage followers you may or may not know. That’s a different approach for businesses and marketers alike, the latter of which are just used to pushing the slogans and specials they’ve thought up, without any feedback.
Moreover, Twitter is a tool to develop relationships–and that takes time.
