This article on the B2B Marketing website states that Twitter has become the most popular social platform for senior marketing professionals. Whilst it makes me happy, it also makes me think "Hmmm, why is it that people are more comfortable Tweeting than using other social tools?". A few reasons I can think of:

- Twitter is easy
- Twitter is free
- Twitter is quick
- Twitter is set up in minutes
- Twitter is fast becoming a household name (ride the wave)

As opposed to blogging, creating groups on social networks etc, Twitter is very appealing to marketeers due to its accessibility and instant results. The fact that it is senior profs rather than marketeers in general is, I think, indicative that they are confident enough to convey opinion. The problem many marketing departments have with social media is that they do not trust their employees to speak on behalf of their company, but if the CEO or Head of Marketing is doing the Tweeting, then that's a different matter. These people often make the best figureheads of social activity for this reason: confidence. So, let's hear more from the horses' mouths!

What's next? How do these social-technology-embracing marketeers and senior professionals refine their Twitter campaigns? At the minute a very spammy trend for reciprocal following is occuring (this reminds me of the equally spammy reciprocal links days of SEO). My advice: don't succumb to this approach; only follow people you are genuinely interested in.