I would hope that no-one would use Twitter as a standalone “branding tool”. Twitter is for fast news. If real-time communication is one of your goals (especially during a crisis) then there is no other tool like Twitter.
Suggesting social media is a waste of time for brands is outdated and frankly unhelpful. It’s time we looked forward at how this channel can be enhanced rather than make sweeping generalisations based on rhetoric.
Head of social media