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We’ve talked before about how Twitter isn’t just for consumer-facing companies anymore. Twitter can also be a powerful tool for B2B companies, both for extending the brand and for generating high quality leads.

But, how do you “do” Twitter well? As tempting as it is to just hop onto the platform, you have to think through your strategy a little before you do.

First, ask yourself if Twitter is where you need to be. Do potential customers hang out on Twitter? (The answer is probably yes, but do your homework and make sure.)

Next, ask yourself who will maintain your Twitter presence. Every new company wants to hop on board the Twitter train, and since it’s so easy to set up, it’s often one of the first things new entrepreneurs do.

Then the Twitter profile sits there empty for years. Obviously, this will do nothing for your brand.

Once you’ve decided Twitter is the platform for you and you have the people lined up to manage it, here are a few strategies to consider:

Be Human

Yeah, you’re a brand, but there are people behind the brand, right?

While it’s important to find your “brand voice,” don’t let it stray too far from the way normal humans talk in regular conversation. It’s obvious when brands are trying too hard, and rather than being personable, it will keep people from taking you seriously.

Share and Share Alike

One of the best things about Twitter is that it’s a content discovery tool. People love finding clickable links on Twitter. Share your own blog posts and news with your followers to drive them to your website.

But don’t stop there. Make sure you’re sharing content that’s valuable for your followers, no matter where it comes from. Even if it’s a competitor. Recognizing good articles will get you noticed by customers, but also by the competition. Who knows what kind of partnerships could be born from good social media manners!

Contests and Giveaways

Everyone likes something for free, right? Use Twitter to run and promote contests and giveaways. You’ll be surprised how much traction you pick up when you find just the right valuable prize.

Promoted Tweet Campaigns

Explore Twitter’s promoted tweet option. For a small investment, you can have your tweet promoted to just the right audience at just the right time.

Promoted Tweets won’t do all the hard work for you, but they can give you a boost in brand awareness at just the right moment.

Measure, Measure, Measure

Like everything else in business, measure constantly. Retweets, followers, likes, even people who unfollow you. Pay attention to everything, and you’ll eventually find the right time and content for your audience.

Tools like Buffer and Hootsuite are great for these kinds of analytics.

Wanna see how one B2B company uses Twitter? Follow us @Dev_Digital.