Why should companies use Twitter?

A time will come when sales and marketing reps and public relations students will be trained on the uses of Twitter for promotional and marketing tasks. There is no ignoring the immense reach and power of this medium.
Why is Twitter apt for public relations tasks? The reason is simple. "What's Happening" is a simple query that lets people candidly talk about something that they find is of great value, and believe that many will gain from. Therefore, the direct understanding is that when a person takes the trouble to share some information with the world, it might be useful information, information of value. Of course, this does not include "I am having my lunch" updates!
Therefore, when a public relations firm approaches the public through the medium of Twitter, it meets people with open minds. The first battle is already won!

in reference to: (4) Twitter / Home (view on Google Sidewiki)