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It's important to have a real person behind your Twitter feed. Elise Osborn, the "live human being" face of Dell Outlet on Twitter, deals directly with other customers on Twitter with questions or comments.
From the outside, Twitter seems like a one-way medium -- a bullhorn for broadcasting. Right now, that's the most common corporate use of Twitter, as a kind of news ticker or early-announcement system. But Twitter's two-way nature means eventually, people are going to want to talk back -- and they will expect at least some response. In the end, Twitter works best as a conversational medium, not simply as a way to shout out. Because this approach is still so new, it's often tough for a company to adopt it properly. Many companies dip their toe into Twitter's pool by creating an official Twitter account, or sometimes multiple accounts for different divisions. Sometimes they do this without a clear idea of what that opens themselves up to: they're prepared to broadcast, but not receive.
Twitter may get your firm a good return on your social-media investment: JetBlue's Twitter account sports some 1.6 million followers, despite being not very aggressively promoted.
Twitter accounts with a "Promoted" tag are paid for by advertisers to get higher visibility. Promoted tweets have their place but shouldn't be mixed with "live human being" tweets.
TweetDeck is one of many third-party applications for managing Twitter, but most are still only able to manage or filter Twitter in basic ways (e.g., keywords). The best Twitter filter is still an actual human being.