On Twitter, you must listen as well as talk. Read what people are saying. Jump into the conversation. Get to know the people you follow by reading and replying to their tweets. If they suggest something to read, check it out.
No one wants to read your tweets if you only talk about yourself and promote your business. Sure, you can do these things, but find a balance. Twitter is about the conversation, and no one likes to be around someone who constantly talks about himself and never listens. Personality and Transparency.
Your community expects to engage a person, not a company, through your business twitter account. Find the balance between staying on-target with your Twitter communication goal and expressing your personality. Also, your community expects you to be real and honest in your communication. The buzzword for this is “transparency.” It means that you don’t spin news to your advantage. You admit your mistakes and faults. This is a culture change for traditional PR and marketing people, so move slowly to make sure you stay on target.
Building On Your Conversation
Don’t carry on whole conversations through replies, however. When you engage someone with a reply, shift to direct messages for ongoing comments. This way, your conversation doesn’t appear in the timeline for your followers. You may enjoy the conversation, but it may just be noise to them. After you have a rapport with someone you meet on Twitter, at some point you can shift to email and other communication tools.
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