A few days ago I officially made my ebook debut—a sound byte Twitter tip in a book sponsored by Best Buy and HP (download it here):

Twitter is about connecting with real humans. People before profits. Relationships before ROI.

My point was not that profits or ROI are unimportant, but that Twitter (and social media in general) is a place where you must place primary focus on your customers or prospective students…who happen to be real humans.