Are Brands Really "On" Twitter?

Are brands doing the right thing when they join Twitter and get involved?

It's a tough question to answer. One person's "right way" is another person's "wrong way." An example I am fond of repeating is that of a company that is on Twitter but only using it to tweet out their corporate press releases. The knee-jerk reaction is, "this is a terrible use of Twitter!", but what if said company engaged with their industry analysts and journalist and let them know that this Twitter feed was set-up ...