Figure out who does the twittering
Twitter is a social medium. So if you have to choose between a person who has perfect information to share but doesn't really get or like twittering and a person who totally embraces the medium, choose the latter. Then find a way to support that person with extra information and access to the people who tend to be your knowledge hubs.
Incidentally, we can't recommend outsourcing your twittering to a PR, ad or marketing agency. While that might appear to be an appealing time-saver, it's highly unlikely to yield the kinds of relationships that customers expect, and it could easily backfire if people get the feeling they're being sold to.
In fact, some of the most successful Twitterers are also the busiest. Check out ExecTweets (http://exectweets.com) for a list of C-level businesspeople who twitter. Some executive Twitterers (like @timoreilly or @JohnAByrne) share the information flow of their business; others, like @zappos, mostly share the flow of their lives. But it doesn't have to be an either/or deal: check out how effectively Tony Hsieh promotes Zappos on his Twitter page!
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