A story in Reuters discussed the fact that while Twitter is being used more frequently to create buzz around new media properties, many mainstream media executives find that they are too busy or simply too private to do much tweeting themselves. 

According to older executives who attended Reuter's Global Media Summit, there were many reasons that they eschewed the microblogging site. They included being uncomfortable sharing personal information, disliking the text-only feature, and just being too busy to deal with another form of communication. 

Almost universally, though, the executives did understand the importance of the medium and most used it to monitor news and industry events. Those who did tweet stated that they mostly used it for business purposes, saving personal information for other venues. 

This can be an important fact for marketers to keep in mind. When working on a communications strategy, it would be wise to develop a campaign in which the intended audience was aligned with the medium delivering the message.