Everybody is a part of the social web right now. Especially brands.
Being there showcases that they care about their punters. In theory, if you have a brand that has 100,000 followers on Twitter many will see it as a sign of prestige. However, attaining these figures might turn out to be a long and strenuous task. And that is why systems like Tweecha have been devised. In a nutshell, Tweecha will let you have as many followers as you want up to 3,500.
It all revolves around the concept of targeted followers, and the site offers packages for as low as $29.99 for 500 targeted followers in just a couple of days. Having the whole system revolve around such followers is the right thing to do - Twitter is only effective if your followers are interested in hearing what you have to say. By targeting these people there should never be an issue of no interest at play.
Some might debate that a following acquired this way is not really a following that showcases loyalty to a brand, as it was amassed in a somehow indirect way. That is something that can and will be debated, of course. Personally, I advice you to visit the site and have a good look around so that you can make up your own mind, and determine if such a system is what your company needs or not.