Twitter is only useful if your customers keep using it, and use it frequently. 40%-60% of Twitter accounts are abandoned accounts. You may be tweeting into dead space.

Our research shows that users with a goal often don't get how Twitter can help them. They aren't going to come back to Twitter just to see your tweest. But, if you give them a Twitter solution to their problem, they'll be more inclined to check Twitter regularly—and see your tweets.

The more reasons you give new users to keep checking their Twitter accounts, the more likely they are to see your tweets. Think strategically. Offer one or more Tweet Packages™ that will appeal to your target customers, and that will encourage them to check Twitter regularly. Remember, every time someone uses your package, they follow you.