2. Publish valuable news and information
Only after you've listened a while and understand the style and etiquette of Twitter communications should you consider creating an account and posting content. An easy starting point is to publish regular news and updates that you already distribute via other channels:
- Product announcements
- Press release headlines
- Press coverage about you
- Blog posts
In most cases, you'll post just a headline with a link to the full content. Examples of companies publishing news updates include Oracle, Salesforce and Apple, which unfortunately appears to ignore Twitter except during Steve Jobs' presentations.
But don't limit yourself to pushing existing content. After all, only truly passionate customers will follow your tweets if all you provide is news they can already get elsewhere. Your Twitter presence won't grab attention if all it does is link to other content, like Salesforce does. Think about new and different bits of content that your prospects and customers will find valuable.
For example, JetBlue often uses Twitter to post weather alerts or travel tips that make traveling easier:
Whole Foods finds external resources that it knows customers are interested in: