Each time a new technology surpasses its early adopter audience; hits the mainstream; and attracts blue chip brands' attention an article follows highlighting "brands doing it right." In this case, the technology is twitter; the mainstream channel is Silicon Alley Insider, and the brands doing it right are Comcast, Zappos and Jetblue.
Unfortunately, with any well-balanced Word of Mouth article comes the brands who don't do it right. In this case, the article referred to them as "deadbeats." Ouch. Considering the impact of technologies like twitter are still under serious review, I question if a successful viral marketing engagement of a technology that is also inspiring influencer marketing articles like "How to Fix Twitter," featured on Ad Age's Web site, are worthy of serving as brand evangelism guideposts for which brand are and aren't "doing it right."
