Twitter is growing like gangbusters (45 million visitors in June according to comScore), but there are a number of people who believe Twitter is a fad and are relatively dismissive of it.  I don’t have a crystal ball, and I have no way of knowing whether Twitter will become the next Second Life.  However, I do know that given the number of people currently using Twitter and the results I see from our clients and other companies, every marketer needs to seriously consider what role technologies like Twitter play in the mix. 

The reality is that there are probably people tweeting (a twitter post) about your company, your products, and your categories and you need to, at a minimum, be listening to those conversations.  Beyond monitoring, it may not make sense for your company to be engaged in Twitter but more thought needs to be given to that decision than just dismissing it because someone just doesn’t get Twitter.