John Jantsch, award-winning social media publisher and author of “Duct Tape Marketing – The World’s Most Practical Small Business Marketing Guide” offered some interesting insight into Twitter on his blog the other day (if you don’t subscribe to John’s blog feed, sign up now, this guy provides fantastic thoughts). He made the argument that Twitter, the social networking site that allows you to follow thought leaders and be followed yourself, just might not be for everyone, including small business owners. There is clearly a Twitter band wagon going on. Actually, I’m still trying to figure out where it fits into my world personally and professionally as well. But what John did offer made sense – don’t dive into Twitter and start tweeting if you haven’t built the foundation to back it up. In other words, if someone begins to follow you on Twitter, you’d better have the educational and informational website, white papers, and marketing strategies that will immediately back up what it is you’re trying to do with Twitter. Entering into the world of social marketing, he says, must tie back to your marketing and business objectives. If you can’t measure (there’s that ROI again) your valuable time spent working on social networking sites, well, then you’re just wasting your time, right? Yes, you do need a presence, but you also need the marketing foundation to complement your presence. Take a look at his blog entry; then reflect on your foundation. What do you still need to build before you can tweet?