This is what we’re trying to help brands with. Enabling a brand to act more like a person isn’t about being conversational, it’s about being interesting. Being interesting requires consuming content. We’d all struggle with what to tweet about if we weren’t out there consuming the web (and wider world). That’s what I meant by abstracting out from people to brands: The tools a brand needs to be a good Twitter user are just different than the ones a consumer needs. A brand doesn’t have a brain in their head, it’s spread out across teams of people. We’re hoping we can help be that brain.
The Brand Brain | Blog @ Percolate

Source: blog.percolate.com