Great post on how pokersite Betfair is using Twitter. Thanks to Lakey for pointing to the article.

I'll leave you to enjoy the post but will run the last couple of lines as they are telling for all organisations using or thinking of using social media.

It’s one thing to talk about the potential of social media for marketing communication and brand engagement.

It’s another thing entirely to be prepared, both personally and corporately, to take the calculated risks necessary to realise that potential.