What about Twitter?

Twitter is about conversation. It's a way to have a conversation outside a formal, face-to-face conversation. So if people are following you on Twitter, they want an educated point of view contextually with interesting things going on not only about your company.

Twitter is about engagement. It's seen as a one-way broadcast channel and I think it is, but when it's used most effectively, I'm talking to [someone] on Twitter about something that interests [him or her] and something that intersects with my business on Twitter.