If you think Twitter is only a conversational tool, you need to think again. Brands can succeed using Twitter in a number of different ways, and conversations don't take place in every instance.
While watching a Jason Falls #mediachat a couple weeks ago, a thread came up about scheduling tweets. Falls caught flak from several participants because he admitted he scheduled tweets. In answer to a particular chatter, Falls fired off a couple savvy replies that got me thinking.
Jason made a very important point here: he monitors for responses. He is a curator and story teller on Twitter. He tweets his thoughts, links to articles he finds, shout outs to good case studies, and then listens for people to respond. When they do, he jumps on.
The bottom line is, all tweets, even though conversational in nature, do not have conversation as a goal. There are four basic uses for Twitter, all of which can use promotion in some ratio. They are conversation, broadcasting, curation, and awareness....