Still not sure Twitter chatter matters, but...

The microblogging platform, Twitter, remains my Godot. I'm still waiting for someone to show me how it can be a useful PR and marketing tool. To that end, Jeff Jarvis has done a better job than most in making the case in a recent post on his blog.

I'm still not buying it...yet. I'm still in the same camp as Getting To First Base authors, Darren Barefoot and Julie Szabo: maybe I'll change my tune in 6 months, but right now Twitter is primarily an ego distillery.

Yet Jarvis' argument that Twitter's cut-to-chase format is ideal for things like real-time political reporting, as well as the interesting new apps being built with its open API, has tempered my skepticism. 

Now if someone could only point me to a decent, measurable case study...