Since I found that very interesting, I chose to share with you the question of Devesh Shukla, Student at Symbiosis institute of management studies in the QA section of LinkedIn:

What are your views on effectiveness of twitter in increasing brand awareness.

And here is my feedback.

Twitter means personality. You are a person, no matter if you represent a corporation, organisation or institution. In order to be read, heard, retwitted and etc you need to sound and be a HUMAN, meaning to show that you're not a souless bot or automatic content publisher to the latest news on your website for example.

To show off as 'human' and stll being a brand requires consistency and research. Find the people who are interested in what your field of work is, or what your brand is all about. Find your critics and they can be your biggest assets. Try to engage them and even the bad critic will be a reaction! And we all know that any reaction is an advertising in the end.

In Twitter the maxima 'quantity is not quality' doesn't work. Since you want to be always alive on the Twitter feed of your followers you must be very active, even if you don't feel like inventing the wheel just right now. Try to rephrase and be present during the whole hour, create identifiers of your brand, but still don't spam.