I work for an online retailer. We have a facebook page, we use twitter, and have a youtube channel. Plus we keep a couple blogs (links to those can be found on our website.)
We reach customers through all these mediums. The facebook page is easy...you set up a “page” not a profile, and instead of friends, you have fans. Lots of advertisers on there. Check out the Starbucks page, or adidas, Victorias Secret, Coca-cola...you can name almost any large retailer and you’ll find a page on facebook that they’ve created. They post regular info, updates, and then send out the announcements to their “fans.”
It’s not only companies that have pages. The latest facebook phenom is the Sarah Palin page (only Barack Obama has more fans...she ranks 2nd among politicians.) Just go in and browse pages and you’ll get plenty of ideas and see how other people are using the site.
He needs to take your advice. I think twitter is awesome for businesses. I follow many of my favourite companies for specials, deals, new products, etc.