Companies are known to misuse twitter and linkedin by spamming their followers with continuous sales talks and advertisements. Some usual mistakes apart from lack of listening skills are -
http://econsultancy.com/uk/blog/5684-10-common-social-media-mistakes
Starbucks however does things differently on twitter by connecting closely with fans and customers. Listening is key and the organization simply moderates discussions with fans and customers.
http://thenextweb.com/2010/01/11/starbucks-formula-social-media-success/
The company has innovative twitter names such as @Frappuccino, for tweets and interactions related to Starbucks’ beloved ice-blended beverage and @MyStarbucksIdea for the discussion of new business/tech/coffee ideas.
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