Some great advice from one of the Twitter measurement leaders, TrackingTwitter.

Keys to note: be real, be brief, be fun, listen and respond, don’t just pontificate… oh, and have fun. Social media and branding in the 21st century is about open, honest dialogue and ENGAGEMENT (one reason why the old industrial leaders of the last century may take until the beginning of the next century to jump on the bandwagon).

You may have your doubts about Twitter. But if you jump in the pool, be prepared to swim.