Social Media Marketing is becoming a requirement as people change the way they get information. Depending on your audience you might try different vehicles. Twitter has become one of the most important Social Media for marketers. It is a fast, instantaneous and easy way to communicate with your constituents. It is more than personal updates on daily activities. It can drive traffic to your Website if used judiciously. Just like email, followers can suffer Tweet fatigue if you Tweet to them to often.
If you use Twitter for important announcements such as a new white paper on your site, a new analyst blog press release followers will learn that you don't spam them with Tweets and are more apt to follow the link to your Website for more information. You will see a correlation between your tweets and other social media activities and Web traffic on your site.