To make Twitter work for your company, you have to tweet consistently. But sometimes this can be challenging if you aren't sure what to share.
Here are some ideas to get you going:
1. Post an interesting article. There are two things worth pointing out here. First, the most important thing to do on Twitter is share content. That's why it was created. Second, while there's a time and a place to focus on yourself—as this list shows—your first priority should be to share things that don't come from you; followers get sick of that pretty quickly.
2. Share a useful resource. Which tools do you use daily? Did you find a useful iPhone app that makes life a bit easier? If there's an industry-related tool you think your followers might find useful, share it.
3. Share a blog entry you just posted. Of course you want to make sure as many people as possible read the new post on your company blog, but that doesn't mean you should tweet the link 10 times a day. You also might want to tweet links to old blog posts from time to time to keep them fresh.
4. Post inspirational quotes that relate to your industry. The jury's reached a consensus: The average person loves inspirational quotes. Even if you think they're cheesy, find one and send it out. Make sure it's useful and not just filler.
5. Highlight one of your staff members. Talking about your staff is an important part of brand building. If people see your company as just a name and logo, they won't connect with you on a personal level. Talking about your staff on occasion reminds your followers there are real people behind your company.
6. Share breaking news related to your niche. You need to stay on top of what's going on in your industry. If people notice that you tweet important news as soon as it breaks, they'll start to pay attention.
7. Announce an upcoming event your company is involved with. This accomplishes a few tasks. First, it's a great way to get others to attend fundraisers and other events. Second, it takes another step in the human direction we discussed above. Third, it gives other participants a bit of free press, which is a great way to build goodwill.
8. Offer tips useful to those who use your products or services. You want people to see you as an expert in your field. Experts know what tips to give, so provide useful tips and you'll quickly become an industry expert.
9. Give real-time updates of what you and your staff are working on. As long as you don't do it too often, followers will love a glimpse of what your company does behind the scenes. It goes back to the "we are voyeuristic people and love things like reality TV" thing.
10. Share websites of the companies you partner with. When you draw attention to your partners, you give them free advertising. You can bet they'll return the favor, so this is a great way to get new followers.
11. Share personal stories that make your brand seem more human. As mentioned above, search for feel-good internal stories. Maybe one of your employees just beat an illness, or you completed the Couch-2-5K plan and ran your first race. Or, perhaps you have a classic rags-to-riches story. Anything someone can derive inspiration from will make your brand seem more accessible.
12. Suggest reputable industry blogs. Where else can your followers go to get industry-related information? Which RSS feeds do you subscribe to that you couldn't live without? Let the world know. The blog owner will thank you.
13. Ask relevant questions. Social media is all about conversations. Ask your followers a question to get them to join in. Just make sure you respond when they answer to show you really care. Failing to do so will end any chance of the back and forth you're looking for.
14. Announce a contest or discount exclusive to Twitter. Everyone loves to win, get something cheaper, or grab a freebie. Announce such things via Twitter so your followers will feel they have one up on everyone else. Contests are also a great way to get people involved.
15. Thank a follower for something he did. Make sure your followers feel important. When you thank them for sharing content, commenting, or simply following you, they will know you understand how important they are to your business.
16. Share a picture of a staff member or event. Mix different forms of media into your tweets to keep things fresh and interesting. You could also post videos or pictures customers send of themselves using your products.
17. Answer a question. This is along the lines of engaging your followers. When someone asks you a question, make sure you answer it well. It's probable others had the same question and could benefit.
18. Put out a fire. Sometimes make people angry—it's bound to happen. Without getting defensive, put your supreme customer service on display for all to see. Try to make a disgruntled customer happy.
19. Share something ironic in your industry. People like a good laugh. When you point out something ironic, your audience will often receive it well. However, be careful not to damage yourself in the process.
20. Suggest someone to follow. It's simple: You bring others new followers, they take notice and return the favor. And even if they don't offer you new followers, you still did something good for yours.
What do you tweet about? Let everyone know in the comments below.
Mickie Kennedy is the CEO and founder of eReleases and blogs at PR Fuel
, where a version of this article originally appeared.