It's time, isn't it? I mean I could understand it initially. Change brings out the deepest of insecurities and skepticism in people, especially when the thing that is changing is going in a direction of something that has for decades stood for inferiority and questionable quality.
Whether a multibillion-dollar corporation or a local plumbing business, your brand looks woefully behind the times if you don't have a presence on social media, including Twitter. Companies have hired armies of smart, hip, Web-savvy people to usher their brands into a new era of perpetual connectedness that allows them to reach their customers in new and interesting ways.