As I read the article, it looks like it's saying businesses aren't taking Twitter seriously, rather than Twitter not being serious enough. Obviously, Twitter does work for some.
Dell tweets updates and items from its Dell Outlet. Newegg tweets offers daily. I tweeted a link to an article about online backups, and got DMed by a backup company offering advice and solutions. You think businesses aren't using Twitter?
Looks like a case of poorly-written headline and inadequate research.
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