I saw this retweet and comment from my (talented) friend Jess Muhlbier, about the TTC’s latest efforts in the Twittersphere. It took a little time but after some success with the @bradttc account, they finally started up the official TTC Twitter account (@ttcnotices).

The problem is there are already a slew of TTC-related accounts in existence, providing news and services updates.  And while all completely unofficial, some of these accounts have thousands of followers and have become the trusted voice for TTC news.

This reinforces the need for immediacy on the web. If you’re a company or service that people have a stake in and your online presence doesn’t exist – expect someone else to fill that void.

This means someone else will be speaking on behalf of your brand. Someone else will be the trusted voice of your company. And someone else may start controlling the message – and then where does that leave you?