I must admit that I don't really get it personally - I find twits mundane and trivial and boring, if I'm honest. That's me as a consumer (I don't want to engage with brands, if that's ok!) and if I want to find out what my friends are doing, I give them a call, at the end of the day. And I have no fixation to find out what Stephen Fry is up to this morning, as much as I really would love to meet him.
But, if it helps affiliates, I'm all up for it :-)
This is a good resource on how to use Twitter for marketing & PR: Really usefull site on best use of Twitter
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