a.       Get Twittering

Twitter is something you have to work at. Set up an account via twitter.com and get started. Use TweetDeck on your PC or Phone to set up searches for your company, competitors and key words you are interested in.

b.      Understand the rules

It is not just about tweets, there are a range of other services. Start by understanding how has tags work, how to retweet and how direct messaging works. http://hashtags.org

c.       Be creative

It is just not a Sales Channel, other uses include Product Development, Customer Service, Research and Event Marketing.

d.      Measure what you are doing

This takes skill and time and as a result needs to show a return on this investment. Whenever you Tweet a link, use a shortening tracking url so that you can link it to your Twitter account and see aggregated results for all your tweets and start to understand the traffic you have created. If you run an analytics programme, set it up to track Twitter traffic – Google Analytics

e.      Engage properly

Make sure you have something to say regularly. Remember that, like all good marketing, it takes imagination, time and effort