It would be a mistake to use Twitter as a one-way corporate megaphone, never interacting with your audience. That’s a quick route to an audience of zero. One of the most effective uses of social media is personal engagement and relationship building with your audience.
As common sense as this seems I still see many people get this wrong.
My guess is that 1) they are not using the right tools to make engagement simple, 2) they are just using social media platforms as a conduit for generating links and brands mentions or 3) they do not have the right strategy set up to determine next steps once customers start engaging.
How do you engage with your customers using social media? What works for you?