Here's a great article I found in PR WEEK
Greg Galant
April 13, 2009
....The human touch is needed again in business to build trust with customers and shareholders. In conducting research with over a dozen major brands for the Shorty Report (a 160-page research report on how businesses are being effective on Twitter) we found that Twitter allows, if not forces, businesses to act human again.
Twitter is a service that lets anyone send a public status message in 140 characters or less. It can be compared to a blog, except it has a few key differences aside from the limited message length. It takes less than a minute to set up a Twitter account, and Twitter's easy input doesn't leave much opportunity for third party review. Because of this, as we discovered while preparing the Shorty Report, employees are springing up from all over companies to communicate.
"Had breakfast mtg w/ Zappos board member. Neither of us are morning people. Naptime now (at least for me, I don't track his sleeping habits)" is a recent tweet from Tony Hsieh, the CEO of Zappos which is now a billion-dollar-a-year online retailer. Is it professional? No. Is it human? Yes.
FULL STORY
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