We know Twitter is hinging its future revenues on all sorts of different ad-related strategies--alongside other efforts like the new Twitter music service. The company has recently been talking up how effective a brand's Twitter activities can be, even non-ad ones. The numbers may surprise you.
For example, research by Deloitte suggests that a positive-message tweet can be four times more effective at getting a consumer to engage with a brand (hence, driving sales) than a non-Twitter advertisement.
More details can be found in this 8-minute video--it's worth a watch as you think about your brand's Twitter policies.