Authenticity is absolutely the key to a great tweet.
The way you build trust with your people is by being forthright and clear with them from day one. You may think people are fooled when you tell them what they want to hear. They are not fooled.
What I implore you to do is believe that if you make courageous choices and bet on yourself and put yourself out there that you will have an impact as a result of what you do, and you don't need to know now what that will be, or how that will happen, because nobody ever does.
One of the things that I think I do well as a CEO is that I'm present. When I'm with my employees, I'm there in the moment.
The interesting thing about the top 200 to 300 tweeters - a lot of them are musicians, actors, etc. LeBron James, etc. I think Lady Gaga is number one. But! They're not all celebrities. There's 'CNN Breaking News.' And the 'New York Times.' And other brands like Gary Vaynerchuk, who aren't really that known outside that world.
I think if you look down the road for Twitter, we would like to be a company - a service - that is used by billions of people around the world in every country in the world because we feel that the power of Twitter is that it brings people closer to each other, to their governments, to their heroes, etc.
The way you build trust with your team is around super-clear communication in that instant when they say, 'I will be sad if you don't do X.' You have to say, 'We're not going to do X, and here's why, and believe me, you'll be much sadder later if I let you go do it and you spend a bunch of time on it and nothing ever happens.'