So far, a fairly unscientific poll from Adweek suggests that 39% of people believe Twitter will never be hotter than right now while 32% believe it’s just starting to hit its stride. Another 27% believe it’s sort of hit its peak but that mainstream acceptance can fuel further growth.

Does this mean Twitter’s ride at the top is nearing an end? Not likely. Regardless, it’s funny how media sources tend to look for the one social media tool they can proclaim king of all others or “the next big thing” — and I hope some marketers aren’t getting the idea that this means they need to put all their eggs in one social media basket or another.

The social media universe is still very fragmented, so even if Twitter weren’t as popular tomorrow as it is today, it is still very much a powerful tool worth exploring for connecting with your audience. Much like so many other tools in your media toolbox, it is but one tool that you can’t solely depend on, no matter what. I’ve gotten the sense from some marketers that while they want to understand social media and its applications, they’re simultaneously annoyed by agencies who can’t articulate how social media applies to their challenges and solutions.

Well, everybody’s different. I’m not going to pretend that there is one social media tool or one mix of tools that fit all business situations. There aren’t. So let’s start there, actually. The same principle that says you must diversify your marketing tools because you likely have a diverse target audience…holds true in the social media universe as well. The way you market your company and the messages you use may be different in the social realm, but the tactics you employ in terms of social media should be various.

Stop looking for the Holy Grail of social media tools and start realizing that you’ve got to spread your message across several types of social conversations. When you’re posting videos here, microblogging there, podcasting over there, etc., you won’t have to worry that much whether or not this or that social media tool has peaked. You’ll just make your tweeks to the media mix where and if necessary and keep on plugging along, having a constant and relevant conversation with your target audience. And that’s what matters most of all.

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