Twitter has announced it is trialling a new business tool. It should mean an end to faceless accounts such as @brandX.
Instead the same account can share multiple users. Multiple human users.
And when a different human being 'takes the helm' you'll know so, and what they tweet will be individually ascribed against that particular human.
So where @btcare currently has to update their profile to tell you which human you are connecting with, now the metadata with each tweet reflect its use by each individual human.
Now, not every business is going to go for this. Can't imagine the multiple heavy users at Zappos or Dell turning in their IDs, for example.
But a lot will. And what I think is truly wonderful here is that with this tool Twitter says loudly and unequivically that Twitter is a human, person-to-person environment where broadcasting your brand = fail.
It's a breadcrumb trail for those orgs who would otherwise default to voice-of-the-brand blandness.
They are led by the nose toward finding out what Twitter is all about. And in doing so they just may discover the principles of this human way, this better way of being part of the lives of their communities of users.
"It's up to business to accomodate itself to (the human shape) of twitter, not for twitter to accomodate itself to business," as @stephenfry put it at #140confOne small experimental step. A giant leap for businesskind.