I don't understand 'social media'.
And I don't see the need for it, it's almost as pointless as this blog.
But Gen Y have embraced it, presumably so they can avoid face to face contact.
Twitter is a tool which Gen Y use, normally to broadcast to the world their toilet habits, or how long the queue is in McDonalds. In my eyes, this defines Twitter as a waste of time.
Though once Twitter makes it's self into your workplace, you really have to question what's going on. Used by Marketing types, to convince others in the organisation that this is the way to broadcast your 'next best thing', in reality, nobody reads the information, and because it not accountable, who knows or cares, and only those with an attention span of less than 15 seconds tune in because the messages are so small.
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