Discuss the advantages and disadvantages of Twitter as a medium for brand communication

What will be an ideal response?

Twitter is a microblog site that permits posts of no more than 140 characters, called tweets. Keywords in tweets can be tagged, and thus tracked, through the insertion of a hash (#) symbol. Tweeters can share their immediate thoughts or doings with followers, who may spread the tweet through their own network of friends and followers. Because tweets can be tracked through tagging, brand stewards can follow communications about a brand throughout the network. A brand itself can also tweet, spreading advertising messages or providing immediate customer service for plugged in customers. In addition to being trackable, Twitter messages are quick and easy to compose and read. However, Twitter is not an owned medium, and brands have no control over the responses that will be generated by sponsored, or unsponsored, hashtags. In fact, Twitter has become the medium of choice for complaints, with many tweets carrying negative brand messages. On the positive side, Twitter provides a channel for the savvy brand steward to immediately respond to unhappy customers with a positive brand message.