According to the recent social media survey at the inaugural Gravity Summit on Social Media in Los Angeles on Feb. 25, 2009, about 56% of Twitter users say they use the online social communication site for business purposes. The statistic, based on a survey of 700 Twitter users, suggests the service's value as a business-to-business marketing platform, alongside its emerging utility for consumer marketing. Twitter is a goldmine and may replace Google as the most popular search platform. A number of big consumer brands are already on the site--including Starbucks, which currently boasts about 6 million followers. Marketers can use Twitter actively by reaching out with promotional messages, or passively by setting up listening mechanism that allows them to track consumer sentiment in public postings on the site. Any active marketing must be handled carefully to avoid alienating consumers with the appearance of dishonesty or inauthentic, impersonal messages. Twitter message is a conversation, not a campaign.
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