Twitter Unlike Pinterest, Twitter is a social media outlet that has been around for several years and is continuing to grow and attract new users. Compared to Facebook, Twitter is one of the most-used social media sites, but this does not mean it’s an outlet suited to your business.

Although Twitter users range pretty evenly from 18 – 65, 83 percent of web users between 18 and 29 use the site regularly. People in the city are also more likely to use Twitter than people in the suburbs or rural areas, according to the Pew Research Center. This means companies like AARP, who market to people older than 65, probably won’t see the best results using Twitter. How can Twitter work for your business? The micro-blogging site allows its 554 million users to “tweet” posts of 140 characters or less as well as include a picture or link to an outside website. The character limit is a positive and a negative. A definite positive of the limit is it puts a stop to any rambling, alcohol-fueled tweets (we’ve all had a post – or seven – that we’re ashamed of.) On the other hand, if you want to share an article or blog post, you have to include a link with your post and hope users think it’s interesting enough for readers to click on. Think of Twitter as a movie trailer – you show your best content, highlight the most interesting facts and hope your followers are intrigued to click through.

The key to keeping your feed fresh is to have a steady stream of content. This comes from original content you create and distribute as well as retweeting content. Regular updates make it easy to get behind if you don’t check your feed routinely, so you’ll need to make sure you have enough time set aside each day.

It’s also important to think of when you post your content. Reader engagement for brands on Twitter is 17 percent higher on the weekends, according to BuddyMedia. You can schedule content to be released or you can post it yourself, but you’ll need to keep in mind that users post comments and will expect responses, so a 9-to-5 mindset is not going to work for weekend postings. Users also respond best to brands that post at least once per day, according to Linchpin SEO. Know what that means? Lots and lots of content – 365 pieces a year, ideally.

How do you engage your clients? Twitter has several ways to interact with clients. You can use hashtags as a way to link your content to wider discussions about the same topic. You can use hashtags that relate to your brand or you can tie in trending hashtags, like #tbt (Throwback Thursday) and post a picture of some of your first employees and your current employees. Scheduling Twitter chats is a great why to interact with your followers in real time. You can also stream your Twitter feed to your Facebook and LinkedIn pages to reach the people who don’t have a Twitter account.

One of the biggest aspects of Twitter business owners don’t think about is the time commitment. Before starting an account, make sure you consider how much of your audience base you can reach and how your content will translate on the site. If you think you’re ready to put your business on Twitter, tweet away!