Chris Lynch was kind enough to interview me for this CIO Magazine article yesterday . I like the framework and examples he put together:

(Careful) Product Pushing . Examples: @JetBlue announcing their eBay auctions; @KodakCB tweeting about their product in action.

Community Outreach. He nods to @WholeFoods and @PopeyesChicken and urges “think about the communities you serve, online and offline”

How-to and Service Questions. No surprise to see @Comcastcares , but cool example from @Pandora_Radio too. (An embedded PR lesson: provide good service to influencers like Chris, which Twitter disproportionately includes, and get good coverage)

Humanizing the Head Honcho. @Zappos is rightly praised for his leadership here. That Jonathan Schwatrz’s Twitter stream is really just a TwitterFeed from his blog boggles the mind a bit.

More on that last point, it makes MUCH more business sense to get your non-blogging executives to microblog(/share) than to try to make them over into bloggers.…