See, Steve has this article about how Twitter is being used at SXSW. For the uncool, South By Southwest is a music festival in Austin, TX. Bands get completely screwed, some even paying thousands of dollars just to get on a stage, with the hope that they'll get signed by a label. Horror stories abound, just out of the D.
So back to my point - please name someone under 26 using Twitter. I know a lot of bloggers, especially PR and tech, have jumped on the bandwagon. And everyone's claiming it's the hottest thing since, oh, I don't know, whatever the hell they wrote about last week claiming that was the hot thing.
If you're a brand reading this and you want to know how to incorporate Twitter into your next campaign, my advice is this:
Like Flava Flav said, "Don't believe the hype".
It's fun, sure. Are the masses there? No. Second Life was worth knowing about a year ago, but to tell a brand to drop $125k on creating and maintaining a presence before the numbers justify it is highway robbery.
Do I think Twitter is fun? Sure, if I were an egotistical person that assumed people cared when I got off the subway, had a meal or won some business. But I'm not.
BTW (that's internet lingo, which is popular with the kids) - the #1 way to reach the coveted Gen Y is through texting, not Twitter. Sorry to break your hearts, folks.
Another BTW - Mike has a great post on legitimate uses for Twitter.