Yesterday a business owner told me that they are not getting any ROI from Twitter. When I asked how they were using Twitter, I learned they were essentially using it as a megaphone or broadcasting tool.
No dialog. No listening.
Aaaarrrgggg. It's called 'Social Media' for a reason: it's supposed to be social.
I'm sure you've been to a networking function, echanged business cards with other attendees, then discovered the next day that you were receiving several new newsletters that you never signed up for. How did that make you feel? SO stop doing the same thing on Twitter!
Twitter is a relationship and conversation tool. Use it to have tw0-way conversation with people in your tribe or who are prospects who already know what you do. It will bring you closer together. And in the process refresh the image in their minds of who you are and what you do.
Twitter is a very efficient tool if you remember what it's very good at: maintaining and nurturing personal connections with the people important to your business.