Twitter Vs Not Twitting

There is a lot of hype around social media marketing. Some say its the way to go for corporate branding. I agree that almost all major MNCs have adopted IT systems, but that doesn't mean that having a great online presence will help in building the brand. I know so many of my senior collegues who hardly get time to log into their noncorporate mail accounts.
I am sure its good to market ones profile through linkedin, twitter, facebook and orkut, but I don't agree with the sustainability of these social media based marketing. I have been hearing a lot from marketing gurus on the low cost marketing, its benefits and its reach. I if NRN or Bill Gates will ever get time to tweet. I doubt the strength of social media as a marketing tool. I would wait to watch a real success story. Well, I am trying it somewhere else as well to see the success of tweets and orkuts of the world.
http://www.tomfishburne.com/tomfishburne/2009/07/corporate-twitter.html
I happened to go through this blog by Tom Fishburne. Its an interesting read for folks who will be getting into marketing.
One thing is clear, twitter, orkut and facebook are good means to be connected with friends, collegue but I doubt if they can really be a means of corporate branding.

- Arun (Nettayan)