Here in the UK, Twitter has yet to seriously catch on although many organisations are attempting to make use of it. But the marketing and communications departments of large US companies are becoming increasingly aware of the need to establish a brand presence in Twitter.
The case of Janet, who masqueraded as an ExxonMobil spokesperson on Twitter before being unmasked as a fraud, demonsrates how even doing nothing can be damaging. Your brand can get hijacked and dragged through the mud while you’re busy formulating your micro-blogging communications strategy.
Here’s a list of brands that suck on, or simply don’t get, Twitter. It’s an evolving list – Starbucks, for example, got removed after responding to the blog post, showing that their Twitter account wasn’t merely “parked”.
Better commentary than my own can be found at Jeremiah Owyang’s web strategy blog.