Brands should invest in working out how to use Twitter

I’m new to Twitter but I discovered, thanks to Mashable, that there are a number of brands that are working out how to use it.

Here are some of the reasons why some of them say they use Twitter:

Jet Blue

To demonstrate the brand is built by people who care
To talk too many, but even better… to listen.

Ford

To humanise the Ford brand and put consumers in touch with real employees.
To test how it could support strategic communications.

Hertz

To develop a relationship and build a dialogue with consumers.

Dell

To listen, learn and engage with blogs and other social media.

The numbers are quite small (100 – 36,000 followers) but it a brand uses Twitter to successfully engage with it's consumers it must be a powerful way to deliver brand experiences that can turn influential consumers into advocates.