If you follow these steps you raise awareness in the USA while potentially neglecting your home country of operations. Scoble should not discount the local context.
Ahh, ye olde "hype is bad" argument. Sigh. I guess you programmers are all working at companies that are growing as fast as Facebook, huh? Well, keep doing what works! Almost every startup and major company in the world is using Twitter now. I guess they are all wasting their time creating hype.
Journalist in France and in Spain talk a lot about twitter, but here, in France and Spain, very few people use it. Only those that think that hype means building something. Hype is hype. Vapour. Nothing. That's the main view here.