Twitter for marketing. Twitter the viral channel. All very well but what if Twitter is eating up your effectiveness? One way to check of course is to measure the payoffs from using the service. How much did you make from your last, let’s say.. 20 tweets? Probably impossible to measure since the one of the most coveted functions of Twitter is the viral spread of your message.
Here is were most people get it wrong. Twitter is not Facebook. You really should not tweet about inconsequential things. Do not broadcast your life. Use it to send spearheaded info-bombs that have the potential to spread.
The vast majority of users tweet about everythng which dilutes the power. And sucks your time away like a black hole. Here’s a fantastic Twitter video which I think is right on target 
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