- drive people to your company’s website. Tweet about interesting resources your employees have posted on your blog or website. Have you recently published a white paper that people can download for free? Tweet about it, linking back to the download page on your website. If the content on your site is truly remarkable, people may start tweeting about it on their own! They can share your resource to their friends on Twitter.
- monitor your brand on Twitter. Using the aforementioned Twitter Search tool (http://search.twitter.com), you can search and track what people are saying about your company, products, competitors or any other hot words in your industry. Set up an RSS feed to receive all search results in Google Reader. If you find someone tweeting about your products or a person who is looking for a solution that your product provides, let them know!
- promote new tools. Twitter users love new toys, especially if they create some sort of outcome, grade or analysis of the person using the tool. Make the results of your tool/grader as easy to Tweet as possible. Perhaps you could add a “Tweet this grade” function. Make sure your tool is as easy to share as possible!
- establish yourself as a thought leader in your industry. By tweeting about useful resources and thoughtful tips, you and your company will eventually develop thought leadership, and people will consider you an expert in that particular subject. Be sure to link to your own resources as well as others.
As a small business owner, you can use Twitter to: