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I gave a presentation on brand building recently and someone asked me about Twitter:  should he be using it or not? I answered his question with one of my own: who are your customers and prospects and how do they communicate?

One of the keys to successful communications is knowing your target customer. How do they get their information? Who influences them? Are they on Twitter, or are they more likely to meet at seminars or read the industry and financial pubs, either online or in hard copy?

What we are seeing is that more and more companies and media are getting on Twitter and making valuable connections. For business people and marketers, Twitter provides a fast action communications channel that can be leveraged for brand — and business — building. However, at the end of the day, I believe that it will take more than 140 characters to “seal the deal;” in the meantime, the rise and excitement around Twitter makes it even more important for companies to re-examine who their customers are and how (and where) they communicate.