Twitter is new, growing, and attracting lots of attention, so it's natural that everyone is looking for the "right" way to use Twitter.
Yes, but it all depends on what your goals are.
Twitter provides an immediate, current commentary on--well, on just about everything.
If it's about your brand, then you need to be listening, and reacting.
Many companies are now monitoring Twitter for complaints or unhappy commentary, and quickly reacting to solve the customer problem.
I use Tweetdeck to monitor for mentions of our products, although there are probably other similar tools.