Whether you like it or not, Twitter is changing the way people communicate, and digital media companies are eager to harness this new tool. Every week, we’ll look at a different Twitterer, from the biggest celebrities to small-town beat reporters, to see how adept they are with this emerging medium.

Name: Tony Hsieh twitter.com/zappos
Affiliation: CEO of Zappos.com
Following/follower ratio: Follows over 407,000 people—has almost 870,000 followers.
Average number of tweets per day: About two.

Is there a real conversation? Not at all. Hsieh follows a staggering number of users, but doesn’t respond to them. He gets away with it because his tweets are an entertaining mix of status updates and quotes infused with a distinctly Gen-X humor. Like this one: “I want to go to sleep at my hotel but the sheer number of pillows is intimidating” (complete with a picture). Or this one: “Dropped my laptop on floor this morning. I usually drop my phone, so good to know I’m moving on to bigger and better things.”