In this article from the Business Profiles section of apple.com, Twitter is touted as a progressive, conscientious company and employer. But, as you can imagine, Apple does quite a bit of tooting its own horn. It rings a little hollow to call Twitter a “triumph of humanity” when the latter half of the article is a Mac love-fest. In the entire article, the name “Twitter” is mentioned 32 times (yes, I counted). On the other hand, “Mac” and its permutations (MacBook, MackBook Air) are mentioned 26 times, “iPhone” four times, and Mac-specific software programs (TextMate, Safari, etc.) seven times. But I digress.

The point is, everywhere I look, people and businesses are either bemoaning Twitter as the downfall of communication or hailing it as the most democratic implementation since, well, Democracy. Are people right in taking Twitter so seriously? Or are they overanalyzing it? Are we talking about it because it’s genuinely important, or because the constant chatter makes it seem that way? As avid Twitter users, we at CATS Software Inc. realize its potential to connect businesses, people, recruiters, you name it. But as I’ve written before, new social media like Twitter cannot replace traditional communication and client outreach.