This was a great read. My brain got a bit bogged down by all the twitterspeak, but that's the name of the game, I suppose.

Very good article. When coming up against a large established competitor brand, new companies should strongly focus on R/T and favourites. The favourites are just as important as affirmation your content is valid shows your strategy is correct. R/T provide virility but are hard to achieve, this is the ultimate goal as essentially it's free exposure to their audience which is validated by the tweeter. No matter what anyone sees, R/T is the most valuable way to increase exposure.

Great insight... Very inspiring. I'm looking for what kind of metrics I have to use to measure the success of our efforts. This give me one. Thank you.