It offers a birds eye view of all relevant content. Got my team to lift our small brand account of 100 followers above all paid partnerships and official brands accounts on twitter when we used tweetdeck to live-cover a large technology event.

Very customizable, intuitive design, and the free price point is always helpful for adoption on a large team.

The best thing of twitter is that it connects us with a variety of people and increases our network. One can write anything publicly here and has hashtag power too.