These days it seems like every time we turn around someone is telling us how to manage our Twitter account(s). Whether they're talking about managing a business, a community or even a personal account, I sort of feel like I'm always being told what to do. Sadly, as my mother knows very well, I usually don't take well to being told what to do. This is especially true when it comes to social media... I mean do we really think there's only one way to get the job done? I'm thinking... no.
Personally, it just doesn't make sense to give a presentation or write a post about Twitter and talk in absolutes. What works for me, may not work for you at all. So please, just know that if you're not doing it the way XYZ Company is doing it, that doesn't mean you're doing it wrong. In fact, you're probably doing it right, and by "right" I mean right for you.
At SES New York a couple weeks ago there were quite a few sessions about social media and even specifically on Twitter. Now, there was a mix of some advice I wouldn't always agree with but there was also some great information. I live-tweeted the event, so I've thrown in some of my favorite advice from the conference.
How Do you Engage?
see original tweet from @jennita
I'm a huge fan of engaging on Twitter and feel strongly that this is how we've gained a large following on Twitter. However, not everyone agrees. When it comes to the SEOmoz account, I reach out to people all the time even if it's just a *high five* or a #woohoo type of response. You'll find that if you complain about us in some way, you may very well get a response. [Sometimes you won't, that might depend if curse words were involved ;) ].
But, this is how we engage. Remember that there simply isn't just one way to engage with your followers on Twitter and don't let anyone tell you there is.
In some instances "engaging" with your followers may simply be tweeting relevant content. Take a look at the Search Engine Land account, they don't reply to people, retweet or anything of the sort. They focus on publishing great content and tweeting about it. The account has almost 37,000 followers so people obviously find value in this type of account. Remember that engagement doesn't necessarily mean respond to every tweet, it could mean just understanding what your audience wants.
"Engagement" is such a general word, and to be honest I feel like it's way overused [although this alone could probably be a separate post]. My point here is simple, test, try, play, and take a step out of the norm... and remember that a Twitter response may not be the best response.
For example, when I was at SES NY I complained on Twitter that the wifi I had paid for at the Hilton NY wasn't working. The next day I got an email from the Rooms Division Manager. What the what?! That's right, the social media person alerted someone about my complaint, looked up my account and saw that I was actually a diamond member and 1. shouldn't have had to pay for the wifi and 2. wanted to fix the problem ASAP. Whoa. Whoa. Whoa. This blew me away, and I manage social media all day long!
Believe me, I'll be giving that a shot one of these days. :) How can you engage with your users outside of the proverbial Twitter box?
What Should You Tweet?
see original tweet from @jennita
"Don't be promotional"
"Always retweet power users"
"Never talk about politics or religion"
"Tweet every post 3 times"
"The ratio of tweets to replies should be 3 to 1"
Meh. This is some of the advice I've seen and read about what you should be tweeting about on Twitter. Well from my perspective if you listen to this advice you are simply limiting yourself. With Twitter, the sky's the limit! Again it all boils down to your particular audience and what they like or don't like.
With social becoming an essential piece to an overal marketing strategy and specifically beneficial for SEO, it's definitely important to think about what you're tweeting. But don't confine yourself to a little box.
At the SEOmoz account you'll find a little bit of everything. We have silly tweets, informational tweets, we tweet about every one of our blog & YOUmoz posts and we retweet posts when it makes sense for our community. This works for us. Often times we'll tweet the same post twice, but use different text each time to see which one does better. We may even give "promoted tweets" a gander and see how that works. But you know us... we love to test!
If you're not sure what your followers want... ask! People love to give their opinion, and asking them to fill out a poll or just simply asking them what they'd like to see from your account will go a long way.
Whatever you do, don't limit yourself. Try testing out different types of tweets and see what kind of a response you get. The idea here is just to get your brain thinking about all the different types of content you can tweet.
When Is the Right Time to Tweet?
see original tweet from @jennita
Look, I understand that there are certain times of day when people are more active and other times when people tend to retweet more. It's definitely important to test these out and to check out Dan Zarrella's findings to get a good idea of where to get started. But your community is different than my community, don't base your Twitter strategy on what works for SEOmoz or any other company. You have to determine this for yourself and figure out when you should tweet that works best for your followers/community.
Here at SEOmoz we have a very international following, so I set up tweets to go out while I'm sleeping in Pacific time, because our Londoners are just getting to work. Obviously I'm not responding and engaging at that particular time, but those tweets about posts, upcoming webinars, etc. get lots of retweets at that time. If you're a local restaurant that is open only for breakfast and lunch, the times you should be tweeting is going to be extremely different than ours.
Break.the.rules. Seriously people, don't be so scared by Twitter. Sure, there are ways you can screw things up but think of all the great tweets that go out every single day that don't end up as the topic of someone's blog post? Thousands? Millions? A lot. :)
Please...
Bloggers and speakers I'm begging you to remind people when you're talking about Twitter that there is more than one way to manage a Twitter account.
Now that I've beat it into your brain that there isn't just one way to manage Twitter, I'd really love to hear how you manage your account or how you've seen others manage their account that you liked. Go ahead, throw it all into the comments below. :) I'd also love to hear actionable stories about how you've used certain tools to increase your followers, engagement, etc.
Totally agree. There's no "right" way to do Twitter, and I get annoyed when I see people purport this. In particular, what works for one company may totally not work for another.
There is certainly lessons from others that might be applicable, of course. Tweeting a post twice can make sense, when done right. Engangement can make sense. Talking about politics and religion can make sense. Or not.
Yes, yes, yes!
Hi Jennita,
Your personal style and SEOmoz Roger one (that is a little bit different) are surely good ones, as they are based on 1 fundamental stone of Twitter: closeness.
Everybody here who has the (un)lucky experience of following me on Twitter knows that I am a quite heavy user of it.
Sometimes I fear I "twomit" too much, but - with the experience - I'm trying to fix a method.
What's that?
Well... and know, if you like me follow me (gfiorelli1) :)
Great article!!! Break the mold people! "We need men who can dream of things that never were." - John F. Kennedy This applys to SEO TOO!!!
Similar to Jen's cross-channel experience with the hotel and wifi, I had someone from the Dell Outlet call me to follow up on a tweet I had sent. I liked knowing that they cared enough to follow up and get more information than just 140 characters, though it was also a little creepy since the link on my profile page didn't include the phone number they used. Even though I have an unusual name and it's easy to Google me, I would have preferred a quick tweet from their team asking if it was OK if they followed up with my by phone via the number the found on xyz website. Yes, I know I'm in social media and the web and generally want to be found, I'm just not used to the crossing of mediums like this. How many others have had a similar experience? Was it positive, negative, or mixed?
Still, I give kudos to Dell for giving their team the freedom to see how to use Twitter in a variety of formats to help meet their customers' needs. Now, if they would just list the monitor resolutions of their laptops in their results pages so you didn't have to open up each individual laptop to see if it offered the elusive 1080 vertical pixels...
Yea that's definitely a bit creepy! At least in my scenario my email address was associated with my account. So looking up my name in their database and finding my email address wasn't a stretch. I rarely answer my phone anyway so I would have missed Dell's call. :)
I admit, I like your style of twittering very much - sometimes funny - sometimes informative. If I would be an authority this would be my prefered style.
I have ambivalent thoughts about Twitter. In some way I find this media very useful but kind of addicting, too. If I have the Twitter account open all day I feel the need not to overlook e.g. an interresting tweet or re-tweet. This is kind of annoying and time consuming.
On the other hand I don't want to end up sitting in my free time on the couch with the laptop to check all the tweets (I am sure I won't). The usual sense of Twitter - to "follow" someones tweets is gone, too, if I follow hundreds of Twitter accounts - this is in my opinion useless.
Thanks! Glad you like it. Hmmm sitting on the couch following tweets, I can't ever imagine doing that! [kidding... that's most nights for me :) ]
Yeah, I suspected that :-)
You're totally right, but it isn't just limited to Twitter, it's social media in general. What works for me may not work for you because we have 1-different goals, 2-a different audience, 3-a different strategy. Parroting your competition, even those that seem to be doing a good job, doesn't necessarily mean you'll see the same results. It's all about finding the right fit for your company/brand.
All I have to say is...
Agree. Agree. Agree.
This is an excellent article and the best part is, I was just speaking in a meeting about using Twitter yesterday. This fits right in along with what I was preaching.
My only advice for Twitter is, if you are going to utilize an account, USE IT and be active on it. Simple. Depending on the size of your following, you may need to take some different approaches, and most of those were mentioned in this blog.
Once again, excellent blog Jennita.
I manage the Twitter account for travel powerhouse Dohop and our experience with it have been nothing but good. I try to engage with people in the travel community, retweeting the content that I think might interest our followers, rather than retweeting people who I want to notice us, i.e. the "influencers".
That being said, gaining the attention of the influencers is not to be undervalued, for one reweet from them of our content goes a very long way, reaching many times the amount of people that we can with our measly follower count.
We also keep our marketing to a bare minimum. People are very unresponsive to market-speak on Twitter. We do make a point of answering every query we get that relates to the company and our services, and try to retweet the good things people say about us.
For marketing purposes, the most we get from Twitter is the contacts we make, the great people we interact with, that may later lead to us buying a review on a blog or an advertisement somewhere. But for straight marketing Twitter is not the best way to go. For that we use a small independent website you may have heard of called Facebook.
Follow us for witty travel banter, random acts of spontaneous silliness and, every once in a while, something related to Dohop.
Thanks for a great post, by the way.
(edit: typo)
(edit: removed links)
There no way to thumbs down this comment three times (1 per link)?Â
:D
Did I go overboard in the linking-to-our-own-stuff?
Just a little bit. I mean, the policy here is that you can link to your own site/blog if really there is a benefit for the readers regarding the topic. Personally I don't see any benefit in your links. You could have just limited in citing your Twitter account without a link (as I did almost as a final joke at the end of my comment).
To post a link in comments is ok, but should have to be done only when really consistent with the post topic.Â
I'll keep this in mind for future comments (this was my first one, and my brain is on SEO backlink overdrive). I apologize for the faux-pax and will be careful not to repeat it. In fact, I'll remove the links and let the comment stand on it's own.
It is ok... we all did the same mistake in the beginning. But if you are constant and partecipate actively in the SEOmoz community you are going to have more advantages than just some nofollowed links...
Personally i feel that people should just work up to 200 moz points...
Thanks for the info! This strategy seems to work well for you. I hadn't heard of this site before, just checked it out. It looks pretty interesting!
Appreciate you also cleaning up your links, and hope to see you around the blog more. :)
Thanks. We like to think our site has plenty to offer.
I am just starting out here on SEOmoz so I was bound to make a mistake... now I know. Better to participate and make mistakes than not participate at all.
Welcome to the community! Always remember there are no stupid questions and if you make a mistake and fix it, it's like it never happened. Glad to have you on here!
Exactly! :) And we're excited you've jumped into the community. :) Glad to see you commenting on other posts as well!
In addition to everything that you've posted, I think it's important to also remember that your strategy isn't always going to be your strategy. Â It's a fluid medium and what works for you and your organization one week may not be the best strategy the next. Â It is easy to get weighed down by so-called best practices and systematic strategies, but anyone who is truly "engaging" with their community will sense when there are ebbs and flows and when to adjust accordingly.
I personally try to convey to the followers and fans of our brand (Aveda) that I believe I work for them first, not the company. Â That it is my place to make sure their real concerns and thoughts have a voice directly to the appropriate channels. It doesn't matter to me how much Klout or influence someone has - they're all influencers to me. Â They understand I can't respond to every one of them every day, and that makes it all the more exciting when I do. Â
So regardless of my strategy, my philosophy surrounding digitial communities never changes - think, be kind, do your best, and care. It works with all the ebbs and flows.
**fangirl alert** You do social media for Aveda?? Awesome!!
I couldn't agree more! I manage the SEOmoz account differently now than I did when I first started. It's an ever changing process, some of that happens because the community changes, somtimes technology itself forces us to change. I also agree about the types of followers. I interact with anyone and everyone that has a question/comment/whatever. I don't look up their Klout score first. I gotta say I do get giddy though when our stuff gets retweeted by the likes of Smashing Magazine or Danny Sullivan. :)
@jennita
You are one of the best tutor for me in social media you wrote a great posts for twitter and social media. This post is definitely works for me dam sure about it thank you.
Great approach Jennita. FWIW, on of my twitter mantras is @reply twice as much as you tweet. I've found it's increased twitter's effectiveness in terms of meeting new folks.
I absolutely agree. The sad part is that people often get somewhat surprised when someone bothers to answer them.
Reaching out to everyone, not just the influential tweeters with 1000s of followers is a great strategy too.
I see this all the time. When we reply to someone from the SEOmoz account they often get surprised by the response. Sometimes that's because they were complaining and we try to help figure out the issue. Other times they say something really nice about us and I thank them, that really surprises people. :)
I just love using twitter because we can communicate with people in different parts of the world who have similar interests. Â We just need to be careful before clicking the tweet button making sure that we don't offend anybody. Â We can also get feedback from customers easily.
Am loving the link to the Twitter faux pas!
Thanks for sharing the valuable tips. I have around 880 followers in twitter. But didn't get succeed in driving them to my website. I will try your tips.
I wonder...if I complained on Twitter that I was hungry, will my husband stop watching the Yankees and start making dinner? Â Now THAT would be social media at its finest!
As someone who just started following you on Twitter, I love the way you tweet. Â I find that you offer some great info, but your quite the little comedian too, which in turn makes me keen on when you post and trust that your suggestions and RT are something worth while. Â
As far as compnaies go, I like the idea of personalizing Twitter. Its not about feature and link dumping, it about connecting, responding, growing and nurturing your customer/client's trust(of course, all while promoting who or what you are). Adding personalization goes a long way to to making others feel connected to you and/or your product.
Great post, Jen! I totally agree with you, that different accounts and needs mean we need different approaches. I think we all want a "this is the way to do it" approach when it comes to SEO/social media/LIFE, but that's just not how it works!
I personally find that engaging on Twitter, thanking people, and having a bit of humor works well, for me, with my personal account, but on my work's account, it does not work so well, at least not right now, because of the industry they're in.
Well done!
Thanks for the tips.Â
Thanks for highlighting this post Jen.
Truth be told I sometimes worry about not following all the rules...but usually about that time I get an unexpected response to a tweet from someone awesome like Rand, Matt, Danny, Duane or Roger & I figure I can't be doing so badly :)
In the end I've decided that for me it comes back to just a few things .... Twitter should be more about "listening and responding" than "announcing". Not to say that I don't "announce" but it's generally less than 20% of my tweets.
Aside from that, I generally try to stick by one golden rule - behave as you would in real life!
For my personal account this means a little social comment, a generous helping of silly banter and most importantly noticing and caring about what is going on with the people I follow.
For business accounts it means going out of my way to really listen, to notice the little things that matter to people and to go all out to give them the best customer service it is in my power to give.
How that evolves can be a bit of a lottery with me. From tweeting a thank you to doing something crazy like sending a care package half way across the world, it's always what feels right for me personally and very much how I would respond if the person were in the same room or just down the street.
hmmm...now I'm starting to worry about breaking those rules again!!
Sha
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Your article is well written, but I don't feel it is particularly informative. I spend hours on the net trying to find "answers" to SEO and social media. What I would really like is answers that are set in stone. I know that social media isn't a "set in stone" kind of subject, but there must be some aspects of SEO and social media that are black and white. Great post though and as always, I take my hat off to people who take the time to contribute and think about what they're writing before publishing. Thank you.
Great post, I think what's interesting is that every site offers a different solution regarding social media marketing (wether on Twitter, Facebook etc.). In my opinion, or experience, the best is to not limit yourself (as you said), and obey one of these. Pick the ones that best suit you, and try out other tactics, maybe something will be more effective for you than others. It depends on so much variables...
Great post! This is such a relief for me to read. It's a lot of pressure to jump out there, and I find "engagement" is hardest for me because I don't want to do it wrong. Giving myself permission to make mistakes is a good way to learn what works best for my unique situation / audience.
Awesome read @jennita. The way I use Twitter is to keep up with friends, see what they’re doing, what they eat with all the Twitpics, keep up to date with news, sports, sneakers, and more so now it’s more of like my RSS feed. Eventually I’d like to be more resourceful to increase my following once I have more time away from work and school to Tweet.
I agree with you and there isn’t one specific way to use Twitter. I think this is one of the reasons why Twitter is who they are today. When I first signed up, I felt a sense of freedom to say pretty much anything to what’s on my mind, latest scores on NBA hoops, how I felt about certain players, what I eat, pics of what I ate, etc. But what set it apart from Facebook to me is that you’re limited to only 140 characters so you have to be creative. Now if somebody were to tell you how to Tweet, what happened to the freedom?
On the flip side this doesn’t mean Tweeting everything on your mind is the proper way to retain followers. It’s one thing to get followers but keeping them is just as important if not more. Just as you mentioned engaging with followers, being conscious of what you Tweet, and finding the right times to tweet are big factors in keeping followers. Â
I think ROI – Return On In-action, or what you call engaging is big for a company or even celebrities. It already feels cool enough when a company or celebrity accepts your Twitter friend request but when they actually Tweet you back or engage, it makes you feel closer to them and increases their branding relationship with the audience.Â
It’s good to look at both the personal side and business side of Twitter because in the end, most of us probably don’t want to be the ones with the least amount of followers. It’s crazy to have witnessed how much Twitter has grown since its inception.
@Mek206
Awesome!
Thanks for the post! You are absolutely right. There is not *one* perfect time to tweet. It highly depends on your individual case.
I just discovered a fantastic and free tool to help with the analysis: www.tweriod.com
It analyzes the tweets of your latest 5.000 followers to create graphs at which days and times they are most active on Twitter.
I just thought I'd share it with you. I am in no way related to whoever is behind this tool.
I am with you, you have to twitter for fun, if you look at the successful twiterers (is that a word?) they are all having fun. You build interest through fun discussion, not by marketing and selling all the time. We get followers every day, we do no really marketing our twitter and we definitely do not sell using it. Ocasionally we forget where we are and twitter something risque, which would not normally be a problem, only we publish our tweets on our website pages too.Â
Great post Jennita! Well I super agree with you that there are multiple ways to manage and run the twitter account and this is no rocket science you can reach to you home from two or more different locations right? So there are always more than 1 way… and when it comes to social media the thumb rule that most people do not consider is ‘what works for you may not works for me’…
My twitter account is strictly SEO related so you will find all the people who are following me and the people I am following have straight connections to either SEO or social media. I prefer not to follow to many people as I don’t want to miss any tweet from the experts like Rand!
Just wanted to add my part that do not go over dozed. Too much RTs, too many tweets in a short span of time might kill your reputation on twitter!!
I like Twitter as it is so immediately searchable. I am a Trustee of a little charity in the UK called the Forces Children's Trust. I monitor social media for mentions of us for many reasons, using ViralHeat.
Recently we got some coverage on TV, and a well known UK Entrepreneur and Philanthropist Duncan Bannatyne (https://www.bannatyne.co.uk/about-duncan) saw it and Tweeted that "Denny Wise (chairman of FCT) should get a knighthood."
I told Denny, we got in touch with Duncan via Twitter and he is now on board as a Patron. https://www.forceschildrenstrust.org/about-us/trustees-and-patrons.html
Twitter works in wonderful ways!
Great post Jennita.
One thing we found interesting was that our click through rate is higher with no call to action in our tweets. If we tweet 'Check out our latest blog post on XYZ: [link]', we don't get as many clicks as when we tweet 'XYZ: [link]'. Twitter and tweets are always worth testing and retesting. - Jenni
That's awesome! I love to hear stories like this to prove that it's not the same for everyone. Testing it out and determining what works for you is essential.
Great Article! I would add that if you are a business you should also tailor your tweets to how your target audience uses Twitter? Does it use Twitter as a search tool for example?
Definitely! If you talk with your followers quite a bit you'll get a sense of how they use Twitter and you can tailor your style that way. Just remember that it may change! Here at SEOmoz our community goes through changes all the time and we have to continually change our side of things as well.
I second with algogmbh_petra. My inclination towards following someone comes from my experience with the tweeter outside twitter. If I know tweeter is an excellent source of info. on his blog/website or otherwise, I assume that his tweets will be useful for me. So no. of followers to an account has a great deal to do with the tweeter's brand outside twitter.
But I do make an image of a tweeter account with the frequency and quality of tweets he/she does to priortize my attention on the tweets flow. And I never unfollow a tweeter if he is less active (i unfollow only if he/she spams).Â
Really enjoyed reading your post Jennita :) some great truth in what you say. As with everything (well, in my humble opinion that is), the difference between good and great is in showing genuine care and utter attention to details. Whether you are having people round for dinner or looking after customers for your business, for me the approach is the same. You have to show off or go over the top, just act as you are with your best friend- listen, I mean really listen, don't ignore, reply with meaninful comments, take some real quality time and talk abotu what they like to talk- I mean I wouldn't go and bore my best single friend with storie about my kids all day long, nor would I go on and on about horse riding schooling tips I last learnt with my townie friends who live for shopping and eating out in the City! If you treat your customers like that, you'll naturally end up doing Twitter (or Facebook, or any other type of interaction with people) your way, you style, and I bet you'll engage people a great deal more than by doing it mechanically. My twopenny worth of thought anyway. Keep the blog posts and the Tweets going!
I like your thoughts on this. This is how I manage my personal and the SEOmoz account. I try to reply to people as if we were in real contact with each other. How would I respond in a face-to-face situation? Now sometimes this doesn't always work, but I really like the idea. It feels less bot-like!
So true. It would be nice if the social media world stayed as uncorporate as possible for as long as possible.
I guess it was  somewhere near first line where you said that all it boils down.....every strategy will not work for everyone..what we must see here is content and type of niche what we are having. SEL and SEOmoz are literally big players of market ppl follow them. sometimes they follow them without knowing their own consience. err leave it.. what i really wants to say is knowing our niche and content is main thing if you are really focusing towards twitter marketing because now a days there are so many softwares available in market who follow unfollow ppl automatically.. they can tweet at a fixed time all we have to do is jst fixed them for our purpose .Â
I'd have to agree here with Nick, in that this set of guidelines works for ALL social media outlets...
And of course, that your goals may differ from my own clients...so our approach is always going to be somewhat differentiated....
;-)
 Jim
I completely agree that this goes for all social media. I'd even go so far as to say that the same things don't always work for SEO either. Depending on your niche and competition, you may find that using SEO tactics that you hadn't needed before on other sites are necessary. I guess my whole point is... don't blindly follow. Take the information, use it to your advantage and modify as needed. :)
I always like to tweet my new portfolio items - web development and design when i add them to the portfolio section to my website. I also like to tweet out updates on the rankings of my clients' websites, it makes me look like a valuable source based on the results I give my clients.
Good advice. Listen to Twitter advisors for general advice but don't take any of it blindly. A nice thing to remember if you're weighing the level of engagement that's best for you: Twitter conversations involving people you follow only show up in your feed if you follow both people, so don't worry about crowding out your follower's feeds replying to dozens of people they don't individually follow!
Hubspot just had a 22,000 pereson webinar on "when to tweet..." were you in that jen?
Yes! I was there. :) Information that comes to us which is backed with data is definitely something I want to learn from. But again just because something works for many people, it doens't mean it will work for you. I tested out Dan's tool that tells you when you're supposed to tweet, and it said my prime tweeting time was 4am. Uhm... I'm thinking that's probably not right. :)
I'm definitely not trying to make the point that you shouldn't listen to anyone, but that when you hear people say "this is how you should manage your Twitter account," question it, test it and see if it will work for you.
Hey Jen!
I definitely agree with you. Twitter can be so complicated and so vast that it is difficult to see the actual benefits of it.
It is so difficult to find the right strategy for every single company and you always have to adjust it to your followers’ expectations. You’re right - just because something works for company A doesn’t mean it has to work for company B as well. But it’s nice getting ideas from a competitor or another company within the same industry.
Giving our followers a call-for-action to have a look at our blog was more successful than just simply tweeting the url to our blog posts.
But like with everything you need some time to test your strategy. And what’s important as well is not only what and when you post, but how. There are a lot of people that are actually not aware of what to do with Twitter and how to use it effectively.
We’ve had this blog posted in February (https://www.biggestleaf.com/blog/how-to-use-twitter-effectively/) and this one two weeks ago (https://www.biggestleaf.com/blog/how-to-beginner%E2%80%99s-guide-to-twitter/). You might want to have a look at it.
Jennita,
Thanks for encouraging us to push boundaries.
The following post describes how we changed our newsletter routine and gained several followers on Facebook: https://bit.ly/ftSOPx
Keep up the great work! -JudiÂ
Twitter is a conversational platform and every individual has his own unique style and thought process which clearly reflect in their tweets.
Especially if it is a business account and you are using Twitter as a social media marketing tool then every marketing campaign succeeds due to its planned, systematic approach. Moreover, every marketing campaign requires constant review at every stage to see and check where the campaign is getting directed to.
Interactions on this media are not a casual chat and neither it is a soft board where you regularly pin the announcements, requirements and achievements of your company . It is neither a market or a mall where you directly sell (In fact its all this put together) . Social media is all about influence and reach. It is about establishing your online reputation. It is about networking and developing an online rapport with every person who may have the potential to directly or indirectly be associated to your business.
It is not necessary that your posts and tweets  should have the Pied Piper's magical music whereby all the netizens start following you but should surely have the sense and the sensibility to make the followers get interested in the products and services that your company offers.
I had written an article on my blog on this topic a few months back  https://blog.webpro.in/2010/12/right-approach-to-social-media-with.html  where one of the points was:
'Be a natural when it comes to conversations as twitter interactions are like any other normal business conversations you might have over the phone, email or via any other communication tool to discuss something. The only difference is that you are reaching to a wider audience and everyone will have their opinion which maybe positive or negative and you will have to respond accordingly.'
Finally I would like to add that use it the way you want to but please don't get addicted as it will have a direct effect on the productivity levels. Everybody is talking on Twitter but the actual benefit of conversations can only  be attained  when you start listenting.
Helpful tips, thanks dear.