Are You Atwitter Or Just A Twit?

The following is a dramatization. Any similarity to any persons or companies, living, dead or bankrupt is purely coincidental.

Take a company. Maybe it's not been doing so great for a few years. They bring in a new CEO. The CEO needs to: actually fix things and/or appear hip and cool. The latter is much easier (except for say, Al Gore) and is the usual path. And if you want to be hip and cool today (well, yesterday) you start a blog.

Rule #1 of a blog. A blog that isn't updated at least 2 or 3 times a week dies. Even at 2 or 3 times a week, the owner is often berated for a lack of posts. Can a CEO keep up? I mean, they need to appear to be working hard. Don't they have something more important than updating their blog every couple of days?

Of course they do. So they post something in, say, December and then don't post again until April. Their assistant sends out an e-mail to everyone in the company to let them know there's a new post and to check their CEO's blog daily for updates. This is inefficiency honed to a perfect dullness.

Next stop: Twitter.

CEO third cup of joe, man this meeting is the sux0r
CEO don't these customers ever SHUT UP!
CEO "oooooh, I'm from wall street. You get paid too much." boo hoo
CEO just scheduled a "rally the troops" meeting in Beijing at the same time as the Olympics. What a coincidence!