1) Twitter Page SEO: In her words, "Just search for Pistachio." It's a common word, but this person dominates the search rankings. By being active on Twitter and having a Twitter handle that is a word people will search for, most likely it will rank well.

2) Research: Use Twitter as a platform to gather consumer research on your product or industry. What are people saying about your company? Recruit research groups or host a live survey using a hashtag!

3) Content Generation Engine: You don't need your own Twitter account to collect the content that people are generating. Set up a widget on your website that aggregates tweets about your company, industry, or anything your non-Twitter customers might find interesting. Madonna collects the content her fans create about her and uses it to add fresh content to her website.

4) Word-of-Mouth "Passalong": Utilize the viral nature of Twitter and start a campaign that people will talk about on and offline. When Dell gave out coupons on Twitter, Twitter-users passed along the coupons to folks outside of their online networks too.

5) PR Gravity: Lots of journalists use Twitter as a tool to search for people to interview for news stories. Stop pitching; instead, create interesting and informative content. Journalists who need your expertise will find you on their own.