Provide information that helps your target audience in a quick, easy-to-use format. The brevity required on Twitter takes some getting used to but the brief updates provided allow companies to share original content (a direct benefit for the brand) and credible information in the form of retweets that are helpful to future customers. Online communities value voices that are willing to share real insight and understand the relationship nature of social media."
http://www.toprankblog.com/2011/03/twitter-engagement/
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