Facebook may be the social media platform with the most number of users, but that doesn't mean that Twitter with its estimated active monthly users of 100 million is something to scoff at. If you have been neglecting Twitter in favor of Facebook for your business' social media campaign, then you are seriously missing out on a huge opportunity.
If you plan on incorporating Twitter to your social media campaign though, make sure you understand how it works first because it is of a very different nature from Facebook. The first thing you need to understand is that it is a micro-blogging site. That means that everything you tweet should be really short and to the point. The next thing you need to realize is that users of this platform will expect you to be very active, even more active than you are on Facebook. People expect almost instant replies to their tweets (at least for tweets that do need replies), unlike with Facebook's comments where a lag in replies is to be expected. While hourly updates are not required for a company's Twitter account, daily tweets (at the least) are a good idea. You don't have to worry about running out of important company related content either since Twitter is very much about information sharing, so short announcements, links to interesting stuff (ideally business-related for company accounts), and official press releases are perfect as tweet content. Retweets (the equivalent of Facebook's share feature) will obviously be appreciated by your followers, but as a business account is not to be expected. However, it's obviously your goal to have tweets be retweeted as much as possible.
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