Doesn't sound like they needed a microblogging platform, just a web page that could be easily updated. Their use of Twitter in the first place would appear to be the crux of the problem.
Twitter has a built in notification system. People can subscribe to get alerts from it. Theoretically people can do that with RSS but, let's be honest, most people don't use RSS. I saw in another comment that they do have an RSS feed though if that's your cup of tea