From at Sarah Milstein at O’Reilly’s Radar blog: How Twitter helps a small bookstore thrive

Sack, who has been in retail for years (she and her partner opened Noe Valley Pet next door to Omnivore in 1999), believes that integrating her personality into the shop is a key part of its success. For the store’s Twitter account, she follows this rule: one third personal, two thirds professional. “You don’t want people to feel marketed to all the time,” she said. “It’s so important that I’m the face of the store — and that’s important digitally, too.”

Nice to see a company embracing a more personalized way to add value to a brand.