I didn't pick up the book to enhance my Twitter usage, which I must admit is pretty lackluster. I picked up the book after reading an article on HBR "Coca-Cola's Shift from Impressions to Expressions." However you feel about summarizing your comments to 140 characters or less, Social Media is an important feature of communicating to clients, creating branding opportunities, and listening to what others are saying about you. Granted, you will survive even if you neglect your communication, but you will fall behind others who are maximizing their marketing effectiveness by using all tools that are made available to them.
One of the great concerns I have with social media from a business and marketing perspective is the fact that social media tools are in huge abundance and keeping up with the newest trend is quite a challenge. Blogging was replaced by MySpace which was replaced by Facebook, which was replaced by Twitter, which was replaced by... and the list goes on. I know what you're saying, "All of these are still around today." You're right. This doesn't make it easier, it only complicates it more. The fact that there are dozens of sites makes marketing so much more difficult. How many small businesses can hire a full-time social media marketing guru to manage their communications? How many small business owners are tech savvy enough to keep up with all the trends?
One of the advantage of social media marketing is that it is very inexpensive in comparison to other forms of marketing. I remember switching from Google Ads advertising to Facebook to market for the nonprofit I directed in Costa Rica when they first launched their ad service. I went from paying $4.50 to $0.10 a click. That worked until Facebook advertising started becoming more expensive. Taking advantage of the new players was always a way to keep my costs low. Often these new players are practically giving away a lot of ad space just to get users on board. You can learn how to use twitter for your businesses' advantage, and tweet for free. You can create a facebook page for free. Yes, and for those of us who can't keep things to 140 characters, we can continue to blog for free. Whatever we do, we need to engage our business in the newest communication technologies being used today. If that means picking up a twitter book, so be it.