For brands, I wonder if there is a lesson to be learned with this simple thought about what makes Twitter matter. If twitter matters after it’s helping you do something — connect with people and subjects you care about — then why not engage Twitter as a communication platform and the community there, so your customers can find you there? Brands already do this in nearly every other possible way, namely try to be where their audience is. Why not twitter?

It’s a simple thought with potentially very significant implications for a brand as a whole. Consider the changes a legal department or PR or staffing might encounter to pull off a good presence on Twitter.

So, maybe Twitter can be a place you as a brand can be useful to people. If so, patterns seem to suggest that people will come and follow you there if they find you interesting and helpful.