Let me get right to the point. Love Twitter, hate Twitter, it does not matter. If you are a brand, you need to be on Twitter.
There are many reasons why, but let me give you one big reason -
Your customers are talking about you on Twitter. You need to join in the conversation.
Google used to get 100% of my queries. Today, I bet Twitter is getting at least 10% of them. There are some things Twitter is just flat out better at for getting information than Google. Here are just a few: researching companies, products and services for real customer feedback, breaking news and live events/conference updates. It is not a total threat but Twitter is so superior in these areas that people will indeed make the effort to search somewhere new to get the information. I do.
Instead of going to your big flashy website, customers may be going to Twitter to get the real scoop.
For example -
I was curious about a new no calorie sweetener Truvia. (I suspect this company uses the same product naming service as the drug companies.)
So what did I do? I went to Twitter Search to see what people are saying about it.
Imagine how nice it would have been if someone from Truvia was on Twitter. When I tweeted about it, they could reach out to me - answer any questions I had, maybe even give me some free samples to send to my friends, or prompt me to talk to my local Starbucks manager to request they carry Truvia.
Calling all brands. Your customers are on Twitter. They are talking about you. Is it going to be a one way conversation or a two-way conversation? The choice is yours.