People are in more control over how they consume media and what messages they care to hear…

This changing nature of consumers‘ shopping habits means that instead of continuing to push marketing messages out, effective marketers must adapt to consumers‘ new behavior by creating marketing campaigns that pull people in to their business. This strategy is called inbound marketing. Inbound marketers offer useful information, tools, and resources to attract people to their business
and its website, while also interacting and developing relationships with consumers on the web. The three key inbound marketing tools are blogging and content creation, search engine optimization, and social media marketing.

Twitter is one of the most powerful social networks for your business…

Twitter is a relationship-building and relationship maintenance tool; the most obvious business use of Twitter is to meet potential customers and leads the same way you would at networking event or tradeshow.

However, You Can Also Use it To:

1. Develop and promote your brand
2. Interact with your customer base
3. Track what people are saying about your company and brand
4. Create buzz around upcoming events
5. Help individual employees act as liaisons to the public
6. Promote other content you‘ve created, including webinars, blog posts or podcasts
7. Develop direct relationships with bloggers and journalists for potential PR placement
8. Generate sales leads for your business

Source: How to Use Twitter for Business: An Introductory Guide