Well you're right, advertising done with the words of mouth can be effective, that doesn't however change the fact that sometimes people want a proper channel before they can talk about hive. Twitter is a great place, hopefully we stand out amongst many undeserving projects.
Zero HIVE
I have a feeling we need even bigger presence on twitter, maybe with clear structure, framework and goals as well. I think basically that is it. But then we need to do better as a community
Don't overthink it. Let it happen. That "bigger presence" happens one person at a time! None of the other big projects have done any "Twitter planning" at all. It's always been organic. In fact, I would say if it isn't organic, it'll probably fail.