When users tweet @yourcompany, they are specifically reaching out to you and expecting some sort of response. User expectations are that if a brand or company is on Twitter, then it is there to interact. Failure to respond can have negative ramifications and is most commonly looked upon from a consumer's perspective as a sign that you don't care enough to respond. This is not what you want to have happen.

Responding in a timely manner and in a public fashion can have a very positive impact, as your followers and the followers of the person that you are interacting with will see that your company is engaging.

The bar has been raised, and the expectation for response from your brand has been increased dramatically. Now is the time to take this opportunity to increase your brand's engagement levels.