I could also title this post Just because you can, doesn't mean you should.
Everyone's been in a rush these past few years to get on-board the social media train. Facebook. LinkedIn. Typepad. Plaxo. That Twitter thing. Digg. Bloglines.
We've seen such a blur of online activity in this arena that you have to wonder how much thought was going into the decision to set up a blog. Perhaps in some cases it was more just a "me too" moment... but it's not musical chairs.
No brand-related decision can ever, ever be made without thinking about the reason the brand exists in the first place. Its audiences. Any organization, whether B2B or B2C, whether it has $10 billion net worth or isn't turning a profit, should understand its audiences with the same certainty that it understands its own product or service. In this case, it needs to know how its audiences want to interact with the brand. Do they care that it has a Twitter account? Do they have unrestricted internet access at home, or at work? Do they know what Twitter is? Do they know what the internet is? No? Then Twitter is not for your brand - at least, not now. Find better channels that will resonate with your audiences, and in turn see some clear ROI for that marketing dollar.