The celebrity factor, while certainly being leveraged, is not always put to practice by many celebs – Oprah has her 56 tweets – most are pretty inane. Britney, of her 193 tweets, infrequently tweets for herself. Most of Ellen’s 395 tweets have to do with giveaways. I’m not sure how long these millions of followers will remain actively engaged if there is not better content.

I’m not really sure that these three have gotten closer to their fan base through Twitter – they seem to be missing a huge opportunity to engage. (That said, I am sure they are all busy with other priorities – namely producing shows that deeply engage their audience.)

Ashton, Shaq on the other hand, interact frequently – in their cases, I think Twitter has helped humanize them and engage them with their fan base.

Actually, the ones doing it the best in my opinion are Ryan Seacrest and Jimmy Fallon – both seem to be multi-channeling well with Twitter supporting their shows and the shows feeding the Twitter accounts.

My three suggestions for hotels would be to use Ryan and Jimmy as examples – they seem to pretty much follow all of your suggestions.