Experts in online presence and website development may or may not share this view, but the contention at Syncrony is that Twitter adds little or no value to online business presence, writes Howard Rybko, CEO of Syncrony.
Time is the most valuable business asset. Working on Internet marketing voraciously consumes time.
Spend what little time a company's employees have for Internet marketing, updating a company website, drafting press releases, writing blog posts and articles or answering questions related to the industry. Don’t waste valuable time Tweeting.
The current wave of pro-Twitter hype has left many business people feeling that they are missing a vital marketing opportunity because their business is not spewing Tweets on a daily basis.
In fact, there is no need to feel guilty every time some consultant or media personality speaks of how "core" Twitter has become.
When this kind of guilty feeling starts to creep up on the business owner, stop it. There is no need to feel inadequate because the company is not firing off Tweets at every important moment.
Rather take comfort in the fact that there is little that the business can Tweet about that really matters to anyone besides their closest family, and possibly a tiny handful of employees.
The hard truth is that very few out there care about Tweets that don’t come from big show business, sports stars or from boy bands and the like.
A Tweet announcing the arrival of stock of the company's latest widget is going nowhere, and in fact will only annoy anyone who does get it.
Rybko challenges anyone to think of any single event that happens in a business that is so important that the customers need instant notification of its occurrence.
Try to think of any regularly occurring events that would genuinely continue to interest and excite customers. Not easy, is it?
But there are instances when Twitter does add value, and can be an advantage.
It does have some value in the search engine optimisation of a site, where the organisation has already done the basics and wants to make use of Twitter posts to help get new articles and press releases indexed faster in the search engines.
In a more general sense, Twitter excites those members of the extended social groups who follow celebrities, media occasions, big sports and other major events.
If a business owner feels the need to contribute 140 characters of pithy philosophical wit to an on-going conversation, join an uprising that topples governments or become one of a flock of followers, then Twitter is just for them.
If the business does not fit into any of these categories, or there is no immediate application necessary, then just say no to Twitter. Find something else to worry about.