This article talks a lot about switching costs without naming it as such. But they're pretty key for getting B2B customers to try something new. You can definitely try to maximize them (if you're the incumbent that doesn't want to be displaced) or minimize them, as in Slack's case, with information. We just did a write-up on this topic: http://www.emphatic.co/blog/switching-costs-marketing/
All depends on the "how". If you make the effort to show that you understand their coverage niche, and make sure that you actually fit into it, and also have (or can package) your story as something newsworthy then go for it.
There's a Dutch saying that roughly translates to: "Life is a party but you've got to hang your own balloons." Twitter can be a fantastic place for community if you know where to look or are willing to organize it yourself. Tweetchats are a great example of this [1], the phenomenon known as "Black Twitter" [2] is another. (Although many ostensible members of "Black Twitter" have legitimate issues with how "it" is being studied and reported.)[3]
Not to mention the ad hoc communities that spring up around events and pop culture happenings. As with many other things, it might just be a matter of what one makes it.
Curious to hear if anyone else has done something as "old-school" as this, given all the focus on growthhacking and more scalable customer acquisition methods.