My Ongoing Debate about Twitter’s Relevance

Earlier this year I wrote about my doubts regarding Twitter. I had concerns at the time about the relevance of Twitter and whether it would be effective enough to warrant investment and attention. I’ve kept at Twitter, I’m an active user with the service integrated into my other social activities. Whilst mainstream media continues to be slap happy about Twitter, I’m still not convinced.

I get the whole information distribution thing. I blogged recently about how effectively Australian band Powderfinger had been in using Twitter to build enthusiasm for their free concerts. I see lots of other good examples – ABC Radio for example. We’ve even had tremendous success – for another business I own Twitter has become a very powerful sales and communication channel.

But

The system has issues and the risk for enterprise in my opinion is too great – particularly in the B2B context.

Here are my concerns:

1. The system is flakey – part 1

The whole ‘fail-whale’ thing is cute for like – 2 minutes. Google gets its butt kicked when Gmail is down for 10 minutes yet constant service from Twitter is a rare thing. Running a major service channel through Twitter with this service standard? Sorry, I wouldn’t be hanging my career on that option

2. Hackers Rule the Roost

I used to get angry when people sent me DM’s about ‘I’ve added you to my mafia family’ or ‘are you as smart as me’. Then I realised these users were subject to hack attacks and spam attacks.

Here’s an example of a user who I consider to be prominent issuing an apology:

This would be a tough conversation with the CMO or CIO – ’Lets get on Twitter. Good chance we’ll spam our followers, our account will be hacked – but it’s all good. Everyone’s doing it…’

3. The system is flakey – part 2

What is it with changes being lost, blocks being unblocked, the system being severely constipated before it suddenly spews out a torrent of ‘past due date’ content?

This is poor. And again, in an enterprise context – why would you put trust in a system with these flaws?

4. Inappropriate Content

I’m pretty diligent about blocking anyone who mentions money, sex, or religion. But most days I find companies and individuals with followers who are so suspect it beggars belief that they haven’t been blocked or reported.

I’ve seen some really really inappropriate avatars used by Twitter accounts – why aren’t these users blocked?

Worse, I’ve seen some major US companies following users who have avatars that are quite shocking. I have to ask. If you’re following users who have graphic images of women – what is your Twitter strategy? Is this really a reflection of your company’s values? One of these companies is a major brand in the social media space.

So how are we protecting our brand in this free-for-all world? Can someone fill me in on what Twitter is doing to police this space? And don’t give me that ‘oh there’s a new report spam link’ – rubbish!

5. Widespread Abuse

This really irks me. Company names and brands are being hijacked. The proliferation of this abuse is amazing.

Given I work in the CRM space I’ve been watching a couple of accounts. One account bbakari uses the Twitter API to flood the service with – spam.

Here’s an example

Now, granted I can block this user and not worry about the mindless river of drivel – but the fact is if you search for Salesforce.com or SugarCRM.com this torrent of spam clogs up the search results.

And just so you know, this is bbakari’s second account on Twitter. His first account @freecrm was killed off.

My Conclusion

Personally, I like Twitter. I follow people whose opinions I value and I like that they use the service appropriately. I like the fact I can tie my other social profiles into Twitter.

I can see the value. I can see the big picture with Twitter being a useful tool for information distribution.

But if I put a CEO hat on I have concerns – serious concerns. Would I recommend a B2B company jump into Twitter – probably not! I think their social media strategy would make more sense and they’d get better value focusing elsewhere.

Social Media Lessons from Powderfinger’s Recent Concerts

As someone who primarily focuses on social media in the B2B world, it’s always good to be able to look into different markets and industries to find examples of how companies are using social media in ways that provide examples of how to do things properly and professionally.

Earlier this month, Australian band Powderfinger did just that. As I watched the events surrounding their 3 concerts in 3 cities in one day extravaganza unfold I couldn’t help but admire a number of aspects of what they did.

Here’s what I liked.

1. They built momentum in a sustained, practical, grass roots way.
2. They were coordinated across a number of tools
3. They engaged with their community in ways that were meaningful, engaging, and personal.

I was fortunate in that I was able to watch the momentum and enthusiasm escalate because prior to the concerts, I was able to set up Scout Labs to track the band and key aspects of what they were trying to do (i.e. promote their forthcoming new album).

Lesson #1 – Sustained Momentum

Powderfinger primed their Twitter network by teasing them with details – but they did this in an intelligent way

Powderfinger priming their Twitter network prior to the concerts

What we see here is the band giving their followers a polite reminder of the pending announcement of the first venue.

As the events started to unfold the band kept up the Tweets but importantly, they also kept up the engagement.

Powderfinger engaging with the community on Twitter

Priming everyone for the first event, and following through with the teasers – getting Sydney ready. By now, mainstream press has caught on and is scrambling to position their sites as being ‘in touch’. In reality though Powderfinger has control of the story and is at this point – off on a journey with their fans and their community.

Powderfinger and the concerts now have their own life

Again using Scout Labs, what I’m seeing is that the band has created an event that now has its own life – I’m seeing the sentiment and excitement grow as tweets, blog posts, pictures, and even movies start to flood into the social sphere.
As an aside, if you get a chance, have a look at this Twitpic – http://twitpic.com/jvube – how close and personal is this performance?

I can continue to show you the Tweet stream across the day, but I think you get the point. If in doubt, go and have a look at Powderfinger’s twitter thread – @powderfinger_au

Lesson #2 – Coordination

I swear I beat this drum every day. Start with a strategy and then create an integrated, coordinated platform.
I see this with Powderfinger. From Twitter, Twitpics, YouTube and finally to their website – Powderfinger engage their community. They actively encourage their followers to share content via their site – and when I check in Scout Labs to see what photos and videos have been loaded into the social sphere – I see lots of content.

What do we learn from this?

1. Powderfinger clearly understand where they are likely to connect to their community and have placed themselves within these neighbourhoods
2. They’re not afraid to leverage others content. In fact they actively encourage it. Why suppress innovation?

Lesson #3 – Engagement

Go to Twitter and have a look at the threads. The band answering Tweets from their followers, encouraging feedback and multimedia from the day.

Post event Powderfinger continues to engage

Their website – it’s about engagement. So whilst Powderfinger are out in the social sphere creating awareness and building their profile, the core goal is to get them back to their core website.

This is not hard. Powderfinger has focused on engagement and this is a key point for companies working in the B2B world.

How did the community react?

This is why I work with Scout Labs. Scout Labs captures comments and sentiment. Here’s a comment from their service

I think these spontaneous acts are a great way to give back and show that “fame” has not got the best of them

You can’t buy this type of feedback – but without Scout Labs how do you know about this?

And when I look at the photos and the comments on the photo’s I have a clear understanding of how well Powderfinger connected and what they’ve achieved.

Summary

As I said at the start, Powderfinger did a few things really well:

• Note the subtle request for their network to spread the news? Nothing overt, just a simple request. This is trust – I don’t need to shout at you
• Did you note the followers count – the band clearly aren’t out to build a gazillion followers. I like this – respect the network and let the network do its job… Rather than what we see too often on Twitter – abusing the API to add tens of thousands of meaningless followers.
• Classic groundswell actions
  • ‘Send us links to where you’ve posted’ – we want to share this with you.
  • ‘We’ll have some photos and videos for you in the coming days’ – we’ve got fresh content to come back or use our tools to have us deliver it to you (i.e. RSS).
  • Seamless transition from the ‘event’ to promotion of the new single off the new album.
• Powderfinger know where their community is and are there ready to engage. For those of us in the B2B world, this is a critical point.

In a B2B context this is very important. They encouraged sharing rather than trying to control the message or the content.

These are good lessons for all of us – job well done Powderfinger

Customer Feedback – Friend or Foe?

I caught in interesting story on Australian radio this morning. Noted Twitterer @612brisbane Spencer Howson was talking about his foray into the world of Internet auction sites. What was interesting this morning was his experience in providing feedback to a seller. In a nutshell Spencer provided negative feedback about one aspect of his experience. On the surface, this seemed reasonable and reflected his feelings about his experience.

What Spencer found unusual was the seller contacted him and asked him to change the feedback because he or she felt the feedback was harsh or unwarranted.

The fact is Spencer cared enough to provide feedback.

As we note too many of our customers when we get talking about social media monitoring, and the potential for negative feedback to be made public

With thanks to Scout Labs

I really like this image and tag line from Scout Labs – it’s one of the best I’ve seen – and it’s a point I make to all of our customers.

Putting aside whether Spencer was fair or harsh, I think the seller has missed a great opportunity to engage in dialogue with a customer and address his concerns – and also build trust and goodwill.

Rather than challenging Spencer and trying to embarrass him into a back down, my recommendation would have been to acknowledge the feedback, thank the buyer for caring, and then communicate what steps you’re taking to learn from this and improve the operation of your business. And don’t forget to ask the customer what they think you should do to improve your service – chances are their perspective is reflective of other customers.

What percentage of your customers give you direct feedback? What percentage of your customers talk about you in the social-sphere? How would you know?

This is where tools like Scout Labs come to the fore. Social media monitoring allows you to dial into what your customers, non-customers, and the community are saying about your product, your company, and your services.

Social media monitoring is NOT a marketing exercise – it’s about aligning your whole organisation to your community – from the executive down into R&D, sales, service, marketing, finance, and logistics. And it’s about finding opportunities to engage in dialogue.

As an aside, does your company engage in email marketing where the “From” address is ‘do-not-reply@’? Do you see the issue here?

I caught in interesting story on Australian radio this morning (http://www.abc.net.au/brisbane/). Noted twitterer @612brisbane Spencer Howson was talking about his foray into the world of Internet auction sites. What was interesting this morning was his experience in providing feedback to a seller. In a nutshell Spencer provided negative feedback about one aspect of his experience. On the surface, this seemed reasonable and reflected his feelings about his experience.

What Spencer found unusual was the seller contacted him and asked him to change the feedback because he or she felt the feedback was harsh or unwarranted.

The fact is Spencer cared enough to provide feedback.

As we note too many of our customers when we get talking about social media monitoring, and the potential for negative feedback to be made public

With thanks to the Scout Labs team

I really like this image and tag line from Scout Labs – it’s one of the best I’ve seen – and it’s a point I make to all of our customers.

Putting aside whether Spencer was fair or harsh, I think the seller has missed a great opportunity to engage in dialog with a customer and address his concerns – and also build trust and goodwill.

Rather than challenging Spencer and trying to embarrass him into a back down, my recommendation would have been to acknowledge the feedback, thank the buyer for caring, and then communicate what steps you’re taking to learn from this and improve the operation of your business. And don’t forget to ask the customer what they think you should do to improve your service – chances are their perspective is reflective of other customers.

What percentage of your customers give you direct feedback? What percentage of your customers talk about you in the social-sphere? How would you know?

This is where tools like Scout Labs come to the fore. Social media monitoring allows you to dial into what your customers, non-customers, and the community are saying about your product, your company, and your services.

Social media monitoring is not a marketing exercise – it’s about aligning your whole organisation to your community – from the executive down into R&D, sales, service, marketing, finance, and logistics. And it’s about finding opportunities to engage in dialog.

As an aside, does your company engage in email marketing where the “From” address is ‘do-not-reply@’? Do you see the issue here?

Are Social Media Obligations and Responsibilities Mutual?

Many of us would have read the story recently about Za’s Brick Oven Pizza restaurant and their run in with a South Carolina Twitter celebrity. It’s an interesting lesson about the power of the crowd and how sometimes this power can be misused (either intentionally or unintentionally).

As someone who is active in social media, generating income from working in the space, consulting to companies, and providing solutions I’ve long advocated the basic principles put forward by the luminaries like David Meerman Scott (as an aside – did you know that David is coming to Australia next month – don’t miss this…) Brian Solis, and Axel Schultze – be open, be transparent, contribute and expect nothing in return, accept feedback, listen, engage, and most of all be honest.

But as I read this story and thought about the ideals that we strive to live to I was struck by this notion that sometimes consumers don’t seem to live to the same set of expectations. So there’s no mutuality in this social media thing… Is this fair?

You don’t get to play by the old rules any more, and it doesn’t matter what business you’re in. You don’t get the old privilege of anonymity – Sonia Simone

So we as vendors can’t live by the old rules! But what about consumers who choose to use word of mouth tools (like Twitter) to make a complaint that they know full well is going to spread; is there an obligation or expectation on them to take an active role in the resolution?

Is it fair on the vendor if a customer rants on Twitter and then decides they don’t want to talk, that they want to move on!

Or have we entered an age where consumers won’t accept mistakes period?

Or worse, have we entered an age where minor transgressions become internet headlines? My dish arrived 2 minutes later than I expected so it’s death to the reputation of this restaurant… I have to admit I don’t like this model where a consumer can rant and run. It goes against my core values of fairness and accountability.

How should we deal with those that decide to rant and run – do we as active members of the community have a right to turn the tables and call out consumers who do a seagull?

A few tips to improve your social profile

I received an email from Marita Roebkes of Social Media Academy this morning that contained a gem of a piece of information – “A few tips to improve your social profiles”. The 10 items that Marita lists are all simple things but when you add them together, become a powerful force

Marita’s tips were

1. Have a consistent photo across all profiles – it’s your “personal logo”
2. Don’t make your photo be “special” – you are unique 100% guaranteed
3. Cross reference other profiles i.e. from Twitter you may point to your LinkedIn profile
4. Always state your real name – nick names are like avatars – so 1990
5. Write your bio as a combination of your business profile and personal focus
6. If you can provide links to your other social networks and blogs
7. Consider all activities on a site as part of your profile, your identity
8. Provide it in a way that it works for both your best friends and your customers
9. Even so you may separate business from personal life – the viewer may not
10. Point to your profiles whenever you have the opportunity

This is a very intelligent list and one we should all take note of.

Thanks Marita

Twitter Announces Verified Accounts

The Wall Street Journal reports this morning that Twitter is planning the introduction of verified accounts.

Twitter will soon offer verified accounts for certain user groups

Twitter deserves praise for this move, as the growing number of impersonators/fakes/squatters is close to becoming a serious blight on the service. Many of the Australian companies I talk to are turned off by this and also the effort involved in reclaiming a brand or branded twitter account.

As the WSJ article noted, this move will potentially create a nice revenue stream for Twitter. I personally feel there is real merit in charging certain groups of users for a verified account. My advice to our enterprise clients will be to utilise the service once it’s launched.

For companies wanting a professional and consistent presence in the social space this move fits nicely with the rumoured move by Facebook to introduce vanity URL’s.

Social Communities – The Hidden Jewel of Social Media

Whilst everyone is getting slap happy about Twitter the one trend we’ve noticed that we believe is far more significant is the growth of social communities. A number of vendors have made significant technical advances such that I think the focus for many companies (large and small) going into the second half of this year and 2010 will be around building a sticky social community.

Social communities represent the coordinated use of many social technologies – blogs, wiki’s, forums, social networks, multi-media, ranking/voting tools etc. There are many examples of Communities already in existence. As a business and as individuals we actively participate in a number of communities both professionally and personally.

Communities can take many forms – from the low cost option of Ning through to the emerging leaders – companies like Awareness Networks, Mzinga, Igloo Software, and HiveLive.

Communities are nothing new.

True, in fact, for the past 6 years I’ve been a member of Australia’s oldest business community – The Executive Connection (TEC). TEC is an affiliate of Vistage International.

With more than 14,500 members, Vistage International is the world’s foremost chief executive leadership organization

Membership of TEC introduces you to a community of like minded senior executives – this is an important point that we’ll come back to as we start to develop some community strategies for TEC in the coming months.

The question is whether TEC can make the transition from a traditional community to a social community – one that is deliberate, capitalises on TEC’s inherent trust among members, reflects TEC’s premium reputation and senior executive member base, and one that delivers long term value.

TEC has a unique opportunity ahead of them. They have a premium service that has at its core business leaders who are striving to build better companies whilst maintaining a thirst for knowledge and personal growth.

What Does This All Mean?

In my opinion, Social Communities represent the Holy Grail of social media – and will be the critical, mandatory component of any business seeking to go down the road of Enterprise 2.0. But whilst they are the Holy Grail, they also represent the toughest challenge. A company like TEC can’t simply decide to ‘do’ community. It requires strategy, resources, planning, investment, and most of all – commitment.

In the coming months we’ll compile a resource pool of articles and content that has been shared with us. We’ve found these resources to be invaluable in helping us understand communities as well as working with our customers to scope, understand, and plan for future social community initiatives.

Sports Teams and Social Media – are they doing it right?

The immersion of sport and social media continues with Sports Illustrated recently publishing an article recently regarding sports stars using Twitter. Whilst it’s interesting to watch a tool like Twitter being used by sports stars like Cadel Evans, Eli Manning, Lance, and the Shaq etc; I’ve had this nagging thought that the bigger opportunity is being missed by the players, clubs, and sporting leagues. Are they doing the right thing?

Wanting to kick this around further, I took the opportunity to sit down and chat social media with former AFL premiership winning player – David Thorpe. David is an astute businessman, a legend salesman and a guy who can see the big picture quickly. I was explaining the basics of social media and to help David I put it into a sports context – how could his former team in the AFL – the Bulldogs use social media to grow membership and game day attendance.

Two things emerged from my conversation with David that would help crystallise my view of the missing link.
Firstly David made the comment:

AFL clubs have the best membership base of any code in the country. They’re very good at getting and keeping members. It’s a very tribal sport.

This is an interesting point. They have a strong base of customers; they don’t need another tool to market to their members/customers.

David made a further comment that has proved crucial

In my day (the late 60’s and early 70’s) we would be out on school visits conducting clinics with the kids. The club would give us tickets to give away to the kids at the clinic. These weren’t just single tickets – they were family tickets as our goal was to get the family to the game and get everyone into the sport.

Our goal was to NOT give away the tickets to just the kids in our teams jerseys. We were under instructions to target kids in opposition jerseys along with girls – giving them tickets to the game.

This was when the light bulb came on for me (and is in fact the key second point). Their unstated aim at the time was to attract “non-customers” – this bit is important, as examining how you can attract non-customers is a core premise of Blue Ocean Strategy. This link explains non-customers.

So now I was thinking about how a team could use social media as an innovation tool so as to break down the barriers for non-customers?

So I took this defining thought and got the team together – this wasn’t just one idea but two:

1. Create an integrated social media strategy that connects to the broader community; and
2. Utilise this platform to engage with non-customers

We know a lot of clubs are publishing newsletters, have their key players writing blog-type articles. Many of the teams in our national competitions have multi-media rich sites – but they still follow the monologue model of communication. We wanted to go beyond this and develop a strategy that would give a club or league a clear sustainable advantage in how they connect with the community.

In most cases where a sports star is using a tool like Twitter (or Facebook), the model looks like this:

The intersection of sports stars and community via Twitter

If we look at the major leagues and teams around Australia, the model looks like this:

The Sports Club intersection with their communities

A good example being the Brisbane Bronco’s website – rich in multi-media and information but engagement is limited to signing up for an email newsletter. This is a monologue. Dialogue is left to the community via the numerous sports forums and communities.

The real potential for clubs and players is where they bring everything together and use social media to develop a dialogue with the community. In simple terms the model might look like this:

Social media will allow the club and players to connect to the community and have a dialogue

The intersection points (all 4 of them) is where social media delivers for everyone. Using tools like Twitter, Facebook, and blogs, the club can deliver a consistent message and provide the opportunity for the community to contribute and engage at a much deeper level than we’ve seen so far.  The goal is to move beyond the monologue and the use of canned blogs.

Objective #1 – A practical example

The first thing we need to do is have a high level strategy that makes sense and could be executed by a team or league. As a test case we looked at Brisbane based sports team – Logan Thunder. Logan Thunder participates in the Women’s National Basketball League in Australia. They’re new to the competition having been admitted in 2008. They already have a reasonably strong following and are located in the middle of large pool of prospective customers. What was interesting for us is that women’s basketball generates a lot of forum traffic as followers dissect games, players, and coaching performances so it seems we have a community that has some level of familiarity with social media tools.

The tools that I can see as being relevant for Logan Thunder include:

1. Creating a blog or blogs and using these as the first point of information distribution
2. Using a Twitter account to further distribute information about games, clinics, player updates, sponsor mentions, and community announcements
3. Using Facebook for the team, players, and coaching staff; creating fan pages, distributing team, player, and competition information. Facebook could also be used to allow fans to vote for their favourite player post-game

Because these tools can all be integrated, it becomes relatively simple to deliver consistent information for the community to absorb and engage with. This is the dialogue bit.

How would Logan Thunder put this into action? The ideas that we noted aren’t exhaustive by any means but we could see real value in such activities as

• Any time a player is in the community or at a school running a clinic they encourage the participants to follow them on Facebook and Twitter
• Newsletters, game information, community activities originate from Facebook and are then cross populated into Twitter, the team blog, and into the forums
• Involve the sponsors within these tools – for example a sponsor focused Facebook app that allows fans to vote for their favourite player – a fan who votes gets a prize along with the most popular player
• Get the coach involved in blogging with pre and post game reports, coaching tips, and mentor sessions for up and coming coaches
• Allow fans to Tweet from the games and feed these tweets into Facebook, and the team blog – this is already happening in Super 14 rugby
• Promote the teams social media footprint into the forums – encouraging the active contributors to engage with the team – Remember: make them love you or dislike you – just don’t leave them indifferent

These are our early thoughts and ideas and they’re by no means exhaustive. We can see some really interesting benefits coming out of this approach and given the cost is so low, we’d like to see teams and leagues get on the social media train because it’s not going away.

As I noted way back at the beginning of this post, we identified two key objectives in terms of how sports teams and players can take social media participation to the next level.

Objective 1 – Develop and execute a social media strategy – we’ve covered that here

Objective 2 – Utilising Blue Ocean Strategy and Social Media to attract non-customers – So we’ve connected to our members/fans, now what? How do we attract the non-customers? What does research on Facebook show? What groups of non-customers use social media tools and how could we reach out to them?

Workload permitting I’ll publish part 2 around the middle of June. Ideally we’d like to workshop some of the Blue Ocean Strategy ideas with a team – we’ll have to see if anyone’s interested.

Social Media Policy – Telstra Tries Hard

Telstra announced today the release of its social media policy. Given they’ve been in the Twitter space for a while I was surprised it took them this long to get a policy in place. Whilst it’s good to see a large Australian company formalising how they participate and the obligations upon its staff, aspects of the policy seem somewhat draconian.

Several aspects of the policy (as reported by Smart Company) puzzled me.

Firstly, Telstra employees need to undertake accreditation – or social media training. This seems like a fair request given Telstra probably uses this training to set expectations, reinforce the strategic objectives, ensure the right skills are in place (i.e. can the person spell…)

But after an employee has been accredited:

Employees will also need authorisation from their department head and the company’s public policy staff.

I’m not sure how effective this is going to be in the long run. Does this mean a Telstra employee running an official Twitter account needs to get approval from two layers of management before they can reply to a Tweet? I get the impression that whilst Telstra wants to convey the impression that they are progressive in reality it would seem they don’t trust their staff to be prudent and responsible.This flies in the face of how other large corporations (like IBM, Microsoft, US Air Force) set and manage their social media policies.

I guess this is more evidence of the fallout from the Fake Stephen Conroy saga that Telstra found itself in the middle of.

Australian Companies and Twitter

In January and February I wrote a couple of posts about Twitter and the fact (in my opinion of the time) major Australian brands were failing to register on the Twitter-scape and that Twitter might even be the great never was. My position regarding Twitter is softening, and following on from our survey, evidence is emerging that some companies and brands are starting to get into the space.

Funnily enough, through using Twitter I connected to @JamesDuthie and found a very interesting article he wrote about Australian businesses and brands on Twitter.

The post is a very good run down on what’s happening with some key, big brand companies. What I particularly liked about the post is the fact he did analysis on that the Twitter account was doing, giving us an assessment from his perspective. I concur with much of what James writes and some of the companies he’s highlighted deserve credit for getting in and having a public go (are you listening big Australian banks?). Clearly these companies are going to learn and start being even more innovative – James kind of alluded to this in his review of the travel related sites – so it’ll be interesting to see what they do going forward. We thrashed round a few ideas (yes, over Friday beers) that we feel would be simple to implement but deliver powerful relevance for their followers.

I am still of the opinion that the big companies aren’t getting this (or social media for that matter) but I am impressed that many small companies (i.e. @babysitterdirec) are using Twitter.

Finally, I was really impressed with the comment provided by Robyn Munro (@robynemu) of Atlassian. Her response outlines the challenges many companies face in terms of individual ID’s vs. company ID’s. I guess this is to be expected from someone like Atlassian given their stellar reputation for innovation and community engagement (I just wish they’d return my web form requests for partnership info). What stands out here is that they’ve decided to just get on with it. Yes there are challenges and issues, but let’s do something anyway and learn on the fly.

Finally finally, Inspiredworlds touched on an issue that doesn’t get much chatter – cyber squatters. I know Twitter has a policy on this but I’m wondering whether it’s a barrier and making corporate Twitter use all too hard for some of the big companies?