It’s hard to believe that what once began as a quirky service that only a geek could love has now evolved into a legitimate social media empire. But it’s true, and Twitter’s rise from obscurity to mainstream should be a wakeup call to any remaining skeptics who doubt the power and influence of social media and its potential as a tool for promoting a business online. Naysayers who refuse to recognize this truth will soon find that their business has been left behind while their competitors flourish thanks to social networks like Twitter.

The Power of 140 Characters

When business owners are pitched on the idea of using Twitter as part of their search engine marketing (SEM) efforts, many are skeptical. After all, what could they possibly accomplish with 140 characters? As it turns out, the answer is: just about anything. Mobile businesses like the famous "taco trucks" use Twitter to instantly update their loyal customers on their current location. Computer juggernauts like Dell use Twitter to announce exclusive deals available only to their legions of loyal followers. Other savvy businesses use Twitter to gather priceless real-time market intelligence on their competitors or to monitor the health of their own brand name.

But as successful as Twitter has been, the reality is that this social media empire will eventually fall. Why? Because the Internet is evolving at a rapid pace, and even the most successful social networking platforms today may fade back into obscurity tomorrow. Social media skeptics would argue that the rapid rise and fall of social networks is precisely the reason why businesses shouldn’t bother using them, but nothing could be farther from the truth.

Twitter Will Fall But Social Media Is Here To Stay

It used to take years of hard work for a business to establish a reputation. Now, thanks to the Internet and the power of social networking sites like Twitter, a business can rise from obscurity and become a household name literally overnight. And while it’s true that someday Twitter will be replaced by another social media service, this should not prevent your business from diving into social media and leveraging their power as a promotional tool.

The platforms may change, but there is no doubt that social media is the future of search engine marketing, and any business that fails to embrace the power of social networking will be left behind.