Analysts at Gartner predict that micro-blogging tools such as Twitter will be widely available in enterprise versions, and will be used in four ways.
Firms will use Twitter as a marketing or public relations channel, using them as part of wider corporate communications strategies such as corporate blogs.
Firms will tweet about corporate accomplishments, provide links to press releases or promotional Web sites, and respond to other tweets about the brand. Inevitably, some firms will "overreach" and publish uninteresting or obviously self-serving tweets.
Employees also will use Twitter or other micro-blogging applications to enhance and extend their personal reputations, thereby enhancing the company's reputation, Gartner says. Employees will enhance their personal reputations by attracting followers who go on to read their blogs.
As people enhance their personal brands, some of this inevitably rubs off on their employers, says Gartner.
Employees use the platform to communicate about what they are doing, projects they are working on and ideas that occur to them, though Gartner does not recommend this, for security reasons.
Inbound signaling also will be a value for firms, which will find micro-blogging posts a rich source of information about what customers, competitors and others are saying about a company.
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