Twitter has solid value for some organizations. A challenge is understanding how to maximize that value. One of the ways to do that is through effective and ongoing measurement. How often are your tweets retweeted? How often do people click on the links in your tweets? And what does that mean for your organization, project or campaign?

Chris Brogan is a smart, smart guy. In his blog today, he talks about the importance of providing benefit and value to your Twitter followers and how that, ultimately, provides more benefit to you or your organization. His blog post is worth a read.