Twitter is more than idle chit-chat. It’s not just a big instant messenger and there’s some valuable stuff happening below the surface. Sure, the way some people use the service trivializes its significance. That’s undeniable. There are others, however, that are figuring out that Twitter can be a serious tool.

Just in case you haven’t been converted to the pro-Twitter side yet, here are three more reasons to take the social networking service seriously.

First, it creates a splendid opportunity to monitor and evaluate what your customers and prospects are really talking about. Can you say “free market research”?

Second, it gives you another outlet to extend your reach. It’s a low hassle way to supplement your website an blogging endeavors to reach another audience.

Third, it gives you the opportunity to create a social network that has a strong interest in what you’re doing and then allows you to approach those people with marketing messages. Not so shabby, huh?

Twitter may not be the game-changer some people want to pretend that it is, but it certainly isn’t the triviality others pretend it is. There are good reasons to take Twitter seriously.

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