Twitter — the social media giant that lets you market to your audience in 140 characters or less — now boasts more than 127 million active users. More and more businesses and retail stores are actively tweeting to build online reputations. How can you use Twitter to improve your business? Here are six tips that will help you make the most of Twitter to enhance your brand.

1.  Survey the Tweet-o-sphere: Before you start tweeting, do a search on Twitter for mentions of your company name, as well as words that correspond to your brand and products (think: product and service keywords). Consider this step the “Twitter focus group” that will give you an idea as to what’s being said about your company and how this may shape your online presence.

2. Choose the right Twitter handle. Our friends at Meylah believe that your choice of a Twitter handle – or name – is a crucial step in branding. People often identify you by your company’s handle. If your company name is short enough, use it for your Twitter handle. Just make sure it’s easy to spell and pronounce!

3.  Your Twitter page should strengthen your brand. Twitter gives you the ability to upload a photo or your company logo, as well as customize the background. These visuals provide great opportunity for you to brand yourself, and to help fellow Tweeters recognize your brand. In addition, use the bio section to succinctly explain your company and mission. And always include your website so people can easily click for more information.

4. Connect with people. Once you’ve established your presence, start following people and companies who are similar to yours. It’s okay to follow your competition. Share links to information on your website or informative articles and blog posts. Posing questions on Twitter is a great way to get people engaged. Thank your new followers for following you, and mention fellow Tweeters by name. It’s wise to follow back Twitter users who follow you, as long as they seem to have similar interests as you, or fit your customer demographic.

5. Be creative with what you share. Again from Meylah, no matter what your brand is or what field you’re in, people are always more attractive when they engage with others and share more than just interesting links. Use Twitter to share behind-the-scenes information, pictures of your studio or workspace, etc. This will help you connect with real people while also establishing your brand.

6. Don’t forget hashtags and chats. Adding hashtags (#hashtag) to your tweets allow for maximum exposure when people search Twitter for information. Hashtags serve to organize Tweets: for example, search for #retail and you’ll find other retail owners discussing their business.

Consider hosting hashtag Twitter “chats.” Tell your followers you will be chatting about customer service tips on Thursday at 4 p.m. using the hashtag #cstips. See who shows up at the chat and make sure to follow all the participants. Also consider sending them a quick “thank you” tweet.

With 50% of active Twitter users signing in daily and more than 250 million tweets posted each day, your business cannot afford to sit Twitter out. It only takes a bit of maintenance and consistency each day to assure you build your brand using one of the top social networks.

Image Source: Roasaura Ochoa