We’re all social and there is enormous pressure to be present on social platforms like Twitter. By now most advertising & marketing leaders have a twitter handle. Usually created before a client summit or internal leadership conference. Many of them go inactive as soon as such events get over and their handles are aimlessly hanging with 5-10 tweets and 50-60 followers.
Many of these leaders speak at industry conferences (often preaching about importance of conversation & social etc) and the enthusiastic tweeple search for them immediately. They usually find the Twitter handle and without checking they make a references to such inactive twitter handles. Unfortunately the poor soul on the stage doesn’t even realise that he is being played on Twitter and people clicking on his handle find it disappointing that the preacher doesn’t practice what he preaches.
So in my view if you’re Twitter do some activity. Put some tweets out… it is OK if you don’t want speak every minute, hour, day… but at least tweet few times a week. Else delete the Twitter handle. Otherwise you will be causing damage to your own personal equity.