Well, we can use Twitter as an example. Twitter is an awesome tool for building your brand online and bolstering your reputation. It allows you to build an audience and expand your network. Once you have that audience, you can share your content, marketing materials, links, music, or whatever it is you provide.

Now, as a tool, most people get the gist of how Twitter works. Just like everyone knows a hammer is for beating on stuff. That doesn't make those people any good at actually using Twitter to accomplish any of the things I stated above. Twitter has to become a part of what you do, not just some tool you whip out and bang on stuff with when the mood strikes you.

If Twitter is just something your brand is using and not something that is a part of your brand, you're doing it wrong. Think of all the high-profile brands on Twitter that just use it as a billboard and compare those to people like @the_real_shaq and @MCHammer. Huge difference, and people can spot it a mile away.

Glad you liked the post and thanks for the comment