Twitter is often overlooked by local businesses because local businesses are already struggling to keep up with all the local marketing channels out there.  

At best it's a great social media channel with research that shows that Twitter is more effective than even Facebook in driving same day sales.  That's a great way to drive specials, react to slow days or promote new products.  

At worst, Twitter is yet another social media channel that when used ineffectively can be time consuming.  I think the social media infographic below highlights a lot of the positives of Twitter such as:

• Customer service and communication

• Leveraging followers to encourage positive Yelp and Google Places reviews

• Influencer outreach

• Cross-promotion of existing content and messaging

Platforms such as LocalCast, Hootsuite, Sprout Social can make publishing to Twitter part of the routine.  Just a checkbox that you click when you update your other social media services. You can manage Twitter in less than 5 minutes per day and that is worthwhile.

Now overall, the stats below strain credibility to me.  94% of Twitter users say it's their most valuable social media channel? I doubt that. 89% of those who have done Twitter advertising think it was a success?

Again, my anecdotal evidence suggests more conservative numbers.  

Of course these are Twitter's own stats, but the content is worth taking a look.