Absolutely! The rules of traditional mainstream media relations or publicity do NOT apply on Twitter. With traditional methods, you would push out messages and hope that someone (a journalist, a customer, an investor, etc.) would hear them. It was more of a one-way conversation. With Twitter, the rule is to create a conversation. You must engage the community first, demonstrate value early and often, and show your “authentic self” (a phrase that is becoming overused but nonetheless meaningful). Only then can you promote yourself. Even after you’ve established a kindred community, you have to respect your followers. No one wants to be sold to, after all. They want and need information in a free exchange of ideas.