Many companies see twittering as another arm of a marketing campaign, but the companies admired by customers and employees often tweet to let their humanity show.
Twittering is democratic. No baloney. Good “tweets” are short and sweet. There’s no room for any pretense or pomp. Tony (Zappos.com CEO) is a guy who Twitters and he’s glad to have you know him as Tony. So do all the other “Zapponians” sending “tweets” about what’s going on in their day. For Zappos.com, Twittering is, plain and simple, about staying in touch with the people in their lives. This naturally includes customers.