According to a recent post on Media Bullseye, Old Media's New Voice, newspapers that embrace Twitter are actually doing well -- as long as they don't see Twitter simply as an RSS feed.
A reporter at the Austin American-Statesman, Robert Quigley says, being on Twitter for a newspaper is "not just about driving page views to our site (which it does), it's also a marketing campaign."
Further, he provides some advice that's useful for any organization either thinking of or already using Twitter: "Put a real person behind that account. Twitter is too personal, in my opinion, for RSS feeds. That back-and-forth conversation can be very rewarding."
Among other reasons to be on Twitter, Quigley notes that it's a great platform to reach mobile devices.
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