A colleague who couldn't get there because of a previous engagement told us it was okay because she "would read the tweets later." A similar community event on the same day, held for just a few hours with only a handful of tweeters, generated retweet after retweet designed to share important information from an invitation-only session with thousands of interested citizens.
The tweet, and more importantly, the re-tweet, are quickly becoming one the most powerful tools out there -- for marketing, for communications, for community building.
Consider the fact that 78% of consumers trust peer advice re purchasing (vs 14% for advertising), and add that to a 1500% increase in Twitter usage over the past year alone (compared with 200% for Facebook). Whaddya got? Consumer generated content transforming the market. Are we seeing the next generation of the ol'4Ps marketing mix -- product, placement, price...and PEER? That will be up to you and your virtual community to decide.