Paving Media Cow Paths

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Social media guru Paul Gillin shares his recent frustrations with companies that are falling short with their Twitter accounts. In one case, Gillin checked CalTrain's Twitter account to find out why his train was late—with no tweets on the topic—and in a separate instance he waited months to get a response from a question he posted to his bank's Twitter account. “Unfortunately, a lot of these businesses don't know what they're doing,” Gillin writes. “Scan the Twitter pages of a few big brands and you'll see lots of self-congratulatory promotional messages, but precious few ‘@ replies' or retweets. These companies are doing the 21st century equivalent of paving the cow paths: applying new tools to old processes.”
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