Twitter doesn’t work for every company, and there’s no reason it should. Your best practice may be to say, “no thanks.”
However, if this is your attitude, don’t ignore Twitter. Pay attention to what’s being said about you. You need at least one Twitter account, and your customer service people should respond to tweets directed to you.
If you are using Twitter, integrate it with your marketing campaigns, it shouldn’t be an afterthought. Put someone in charge. Use a service like bitly.com to track clicks, and measure your results.
Make a list of “rules” for Twitter engagement. See what other companies are doing.
I like this idea, in Twitter Posting Best Practices for Better Big Brand Engagement & Interaction [Study] – Search Engine Watch (#SEW), which advises you to add links to your tweets:
“Buddy Media reported that link clicks account for 92 percent of all interactions with big brand accounts. Further, links drive more than clicks; tweets with links had an 86 percent higher retweet rate than those without.”
If you’re wondering where to link, consider your audience. What will entertain them? Twitter is social, above all.
Something to keep in mind: if search engine results matter to you, consider that an active Twitter account or ten may help your brand. These days, freshness is everything. Active engagement with your audiences says a lot about you.
So, to tweet, or not? Only you can decide.
Here’s the big consideration: where’s your audience? If they’re on Twitter, you should be, too.
With my own clients, I’ve found that their enthusiasm for Twitter grows with their involvement — they see results, sometimes quickly. (Rarely the results they expect, but always useful.)