Twitter for the Organization

I think this goes into the clever department - apparently the book publisher Wrox has a Twitter stream. I've been following it for a day now, and it seems like the real deal.

Why on Earth would a publisher want a Twitter stream? Here are some examples from their stream:

A PR stream	All Wrox e-books 50% off! Visit http://tinyurl.com/3284sh and use promo code EWRXN at checkout
A way to solicit ideas	Thinking Ajax book topics: Publishers have already done their first books - what's needed now? What are the 2nd tier Ajax topics you need?
A way to advertise jobs	Seeking JavaScript ninja with experience using a variety of frameworks/libraries
A way to have a dialog with its followers	@CalebJenkins Lets talk about you mad JavaScript skilz. Email me and lets set up a time to talk on the phone. cwebb@wrox.com

What a sweet marketing hack. Naturally, the universe of people who follow Twitter streams is pretty small - but still, look at what you can do with them? At the moment, Wrox is having a fairly intimate conversation with 48 other people, and it's costing them next to nothing.

If a book publisher can leverage Twitter, chances are, so can your organization.