Twitter is less about what you are doing and more about what you are paying attention to and willing to share.
I’ve been asked why any employer in her right mind would allow workers to tweet on company time. The answer is simple, and again it’s like using a telephone at work or, for that matter, e-mail or a fax: you use Twitter to communicate. The topic is up to you.
if your company finds itself in a reputation crisis, it is highly likely to spill into the social media. It is very smart to join Twitterville and establish your credibility before your company’s reputation depends on it.
Zappos employees don’t just talk shop, and they never shill product, but they do answer company and product customer questions.