Like other areas of human interaction, Twitter has its own set of guidelines to follow in order to be a polite and popular part of the group.
Here are some tips to help you.
When engaging in social media marketing on Twitter, always acknowledge new followers. It takes little time to send a quick "Thanks for following me" that may pay dividends down the road.
Thank fellow Twitter members, known as 'tweeters', for forwarding your tweets to their own followers. Retweets (RT's) are a favour and must be acknowledged. Failure to do so will almost guarantee you fewer RT's. Another, often better way of thanking them, is to RT a post of theirs, but make sure it is relevant to you so you don't sound like the robotic response of an auto-tweet program. Add value to the other person's tweet with a comment or observation about it.
Always respond to tweets aimed your way so you're not perceived as a snob. If no response is required (the initial tweet was a statement, not a question, for example) just tag it as a "favourite" to show you acknowledged the statement.
Avoid the use of automatic systems for retweeting your followers' comments. It doesn't fool anyone but tells them you aren't interested in what they say and aren't above faking it. This is probably not the message you want to convey. Automatic DM's (direct messages) fall into the same category. They impress no one and fool just as many.
Be aware that anyone can go to your Twitter account and read everything you've tweeted. If you are on Twitter for business, this means being professional. This does not mean being impersonal.
Following back everyone who follows you isn't necessary but it's advisable to follow those in your industry that choose to follow you. When in doubt, follow, rather than not, as it is easy enough to unfollow them later if necessary.
Stay positive. The public square is no place for negativity or swipes at your competition. How you communicate with others is a reflection on yourself, no matter what the medium.
Don't post the exact same tweets over and over. Mix up the phrasing to make it fresh every time. You don't want people in the habit of ignoring your posts.
When retweeting others, comment on why it was worth retweeting for you. Add value to the conversation. Do not simply regurgitate what has already been said.
Do not overtweet or undertweet, If your messages cram a person's twitter feed, they will likely dump you in a heartbeat. If you don't tweet often enough, you risk becoming irrelevant and ignored. Experiment to find out how much is right for you. Start with one tweet per hour and tweak your tweets from there.
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