BusinessWeek is now talking about it. So is The New York Times. Mainstream companies are jumping on board, including recent entry Dunkin' Donuts. And a bunch of CEOs are too. But please, my friends: Don't ruin Twitter. If I had to sum up the most important thing to know about marketing via Twitter (or via any social media tool, actually), it would be this: Market with your customers, not at them. Twitter is not a channel for pushing marketing messages. It is a platform for forming relationships. It's not one-way, and it's not even two-way. It's where multi-way conversations happen and, if you do it right, where authentic conversation (not marketing speak) can lead to awareness, engagement, and loyalty. For Molecular's take on how you can use Twitter effectively, check out our article on iMediaConnection. For a list of useful Twitter-related tools, also click to this comprehensive list. Something like 95% of all email is spam. When so many voices are yelling at customers, they simply stop listening. Let's not do that to social media tools too.]]>