Twitter: Answer Your Mentions
People will refer to your company’s account as if it were a person.
You should reply to tweets that mention you, when relevant. This will give your account more personality and will make those people feel engaged directly with the brand.
For example, a person might ask you a question directly: “@macworld Hi. Do you know when Apple will enable SMS message forwarding on the iPhone? Thanks.”
By responding with “@janevans35 Apple’s not saying, but we hope it’s with the next major software release!” you are providing engagement and trust which is the core aim of social media.
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