Twitter, as with other social networking websites, continues to grow on a huge scale and provides an attractive medium for businesses to reach out to customers.

However, many have failed to use social media effectively to its fullest potential and strategically to achieve the expected outcomes. There have been cases of companies in Korea shutting down their Twitter account shortly after launching them, said Sue Moon in a brief interview after her presentation.

Marketing campaigns launched on other social media sites have also failed for global companies. For instance, Burger King implemented a social media marketing campaign, where it rewarded its Whopper burger for every 10 friendship 'sacrifices' on Facebook. The fast-food chain eventually called off the campaign as it made people extremely upset, said Sue Moon.

Businesses need to be careful when they tap social media. According to Sue Moon, users actually take online etiquette very seriously.