Here’s some advice from Twitter 101 – A Special Guide on using Twitter to build your business:

• Use Twitter as a place to build relationships, rather than just broadcasting information about your company
• Include names or @usernames of people twittering, as well as additional company contact information
• Scan Twitter regularly for comments about your company and be prepared to respond with answers to concerns, offers of customer service, or thanks
• Provide value with your tweets. Twitter offers the following suggestions:

• Offer Twitter exclusive coupons or deals
• Take people behind the scenes of your company
• Post pictures from your offices, stores, warehouses, etc.
• Share sneak peeks of projects or events in development

As Twitter notes, real-time communication is becoming ground-breaking for both users and businesses.