It's great to hear a company that is using social media and recognizing their niche offerings when approaching twitter their social media efforts, especially twitter. You don't have to lump the conversation all under one umbrella, but you can focus your messages and have intelligent conversation with customers by segmenting your market's needs (i.e. customer service, product line, etc.). Would have liked to have heard Scott Monty more, as his dialogue was brilliantly focused on the customer and serving their needs. Kiwibox seems like a valuable offering, for a very targeted teen market. I just think they are very different offerings, and could have been best served with two separate discussions. I most wanted to hear about one of the leading U.S. company's successful use of social media - Ford Motor Company. Enjoy!