Is My Brand Right For Twitter?
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=104478

Weisman, Benjamin J.
Marketing Daily
2009

Abstract:

Marketers are increasingly engaging with consumers on social media platforms and Twitter, in particular, has received, and continues to gain, attention. From shock tactics, to useful value propositions like @amazonmp3 content feed, brands are revealing themselves on Twitter. We are starting to hear of stories about top executives calling meetings about how they should "get on Twitter" and saying, "We need a social media profile." But should they? Do they?