The next workshop that 
I attended at the O’Reilly’s Publishing Tools of Change (TOC) conference in New York was Twitter Scorecard for Publishers by Mike Hendrickson. It was an in-depth and quite technical look at using Twitter for amplification, engagement and other purposes. A few useful points:
Are there multiple twitterers in your organisation? Should they be rolled into one account? Do they say the same thing all the time? Or, ideally, do they NOT share the same followers/following, in which case they reach distinct audiences and so should be kept as separate, independent accounts? Use InterTwitter to find out.
What kind of a Tweeter are you: casual, connector, climber or persona? Who influences you? How much Twitter clout do you have? Klout.com will tell you.
See who you’re following but who aren’t following you back with Friend of Follow.
Steven Vosloo 