The boss of Virgin Media's business broadband subsidiary has discussed the value of Twitter as a means of communicating with customers.

In a question and answer session with 4Networking managing director Brad Burton, Mark Heraghty of Virgin Media Business asked how useful the microblogging service is as an enterprise tool.

Responding to the query, Mr Burton expressed his love for the social network and argued that people who claim Twitter is ineffective are essentially saying "talking to people doesn't work".

He went on to highlight the value for money offered by Twitter, describing it as being arguably the "best free business tool in the world".

"Think of it like a conversation that is going to happen, whether you are there or not," the expert explained.

According to the Twitter website, the social media service is a simple application that can help businesses to "connect meaningfully" with customers at the right place and time.

It can be used to share company information and gather real-time market intelligence, it claimed. 

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