Twitter Is Not a Strategy

A classic observation from the early days of online marketing: a website is NOT a strategy. In other words, when you ask the client what they’re trying to do online and they reply that they have a website — which is, of course just a tool, and is probably not doing them much good if it’s isolated from an actual plan to put it to use.
The Twitter fixation currently sweeping segments of the news media and the political world (particularly on the Republican side) reminds me of those innocent days of the early web. Not to put Twitter down, because it definitely has valuable uses, but it’s just a tool — and if you don’t know ....