Well, Twitter is twitter, until you are tweeting to promote your organization. Then, you might find reasons to use some of the tools mentioned in the Melissa L. Rethlefsen's Product Pipeline column "Power Tweeting: Next Steps" in the October 15, 2009 issue of Library Journal.
If you are curious about how your Twitter content is being used by readers, investigate
Bit.ly which does more than provide shortened URLs
Favstar.fm sends notification when a tweet is favorited
Twitoaster depicts responses to tweets
Other tools for outreach, photos, and screencasts are given in the article.
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