You will hear from many social media professionals (us included) that you need to be prepared to talk to your followers on Twitter, have conversations and engage with them on their level. This will help you be seen as ‘not just a business’ and actually put a face behind the avatar. This is certainly true, but not at the expense of your business goals! When you decided that your company was going to join Twitter you did so for a reason – to benefit your business! You absolutely must talk to your followers and people interested in your brand/industry but not at the expense of your business.
Talk to people, even be colloquial if you deem it appropriate but always remember that you are acting as the face of your business, so do not say anything you would not want your company to represent. If you did not clearly set out the goals you wanted to achieve by having a Twitter presence it’s not too late to do this. Ask yourself what it is you want to achieve from being on Twitter – do you want to increase brand awareness, generate new leads or increase customer loyalty? All of these things can be achieve through Twitter if you approach it strategically and with the business goal at the centre of your engagement.
Engage on Twitter yes, but not at the expense of your business.