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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....
Talking from a business standpoint, using twitter should be something that serves as providing useful and beneficial information to all of your "customers". Social media allows for the widespread of information in a quick timely manor. It is really up to the business at this point how exactly they would like to impact their followers, given they now have the tools ready at their fingertips. Companies need to be strategic in the way they present their information to people who follow, this is going to be the key in becoming a successful organization. With all of the hundreds of similar types of companies in each category, I think it is very important that companies are to provide useful information, being able to stand out as superior when in comparison to competitors. Being able to use social media, as a weapon can be one way of going about this; but not all companies realize how effective social media can be, when trying to build you popularity. Take advantage and it might be the difference.