Mary's article shows how the Norwich Evening News promoted its readers' poll on Twitter by being interesting and engaging.
It is important to have a person behind a feed to give a publication a human voice and show you are listening as well as broadcasting.
I still support the use of feeds though, as it is labour intensive to post every story up individually. I started using feeds for the newspapers I used to work on back in 2008, because there was no one to post when I was on holiday. It kept a new service alive.