There is a great article from @AdamBroitman on iMedia entitled "Six Stupid Marketing Mistakes". While all the mistakes are stupid in their own right, I found mistake #1 - "Twitter is not a one way megaphone, so don't treat it like one" - to be particularly interesting. Broitman states:
"While I am an advocate of brands effectively using Twitter when it makes sense, I would rather not see brands on Twitter at all than see them negatively disrupting a social channel -- and embarrassing themselves in the process."
I have yet to find any brands that are worth following on Twitter... most are caught up in self-serving posts that do nothing to further engage me with their brand, product, or service. In fact, many seem to do the opposite. I have read several posts about how @Zappos is doing a stellar job with Twitter, but have yet to follow them and get engaged. They must be doing something right - they have 21,000 followers. I did just start following @HBOPPVSports in anticipation of the De La Hoya/Pacquiao fight this coming weekend and thus far, they are doing a good job of tweeting as a person and not a brand. We'll see where it heads post-fight.