It’s also more engaging and flexible. The overwhelming majority of business based Twitter accounts have no audience to speak of and stand very little chance of building one. The reason is the short tweets rarely offer any information of value to the end user. A well done podcast can spark a two way conversation that is far more likely to result in the kind of conversions you’re interested in. Quality information, education and/or entertainment is the key. Give something of value to get something of value. Keep in mind that building audience takes planning, execution and time.