But it is too much time when you're a one person or small team. Twitter is 24/7 and can be incredibly hard to crack where you're audience is. I run http://www.ugtastic.com and since I'm focused on tech and tech people tend towards Twitter than other platforms I put my effort there but getting insight into which Tweets get any sort of interest feels nearly impossible.
Which tweets get interest is just whatever catches people's attention that day. I can't tell what snarky quips are going to be popular either.
I don't think you need a huge Twitter presence. It's nice to have a handle to include when I want to give feedback, but I don't follow any companies, and unless they're directly helping me solve a problem (which is rare), I mostly find it kind of annoying when they try to talk to me.
I'm no marketing guru, but I thought the whole point of social media was that word-of-mouth moves much more quickly. You shouldn't need to try to manipulate that to get attention; just build something neat enough that other people want to talk about it.
