So you’re sold on the marketing value of social media, and you update your company twitter account at least once a day.  But your 140 characters of sheer brilliance don’t seem to be yielding any new customers–or even leads. What gives?

The first painful truth about Twitter is that building it doesn’t necessarily mean they will come.  Sure, your hot tips and well-chosen links may turn up in client searches or Topsy results, but that’s a scatter-shot approach to what should be a science.  Rather than waiting for the twitosphere to find you, you can take charge of your Twitter following by identifying people who should be following you–and following them first.

1. Let Twitter search your contacts for people you already know. Yes, it’s a no-brainer, but the folks you’re already talking to should know you’re on Twitter, and if you follow them, they’ll most likely follow you back. Remember: your first task is to get more than 1 follower.
2. Search Twitter for people tweeting about your field or topic. See that search box in the Twitter sidebar?  You can start there–or pick up one of the many Twitter clients, from Hootsuite to Tweetdeck.  Then search for the phrases that you think your audience is using, identify folks who seem particularly interested in the topic, and follow them.  Better yet, follow them and then go through their lists of followers and followees; the odds are, you’ll find a ready-made network of people who’ll want to hear what you have to say.
3. Plunder the competition. Does your competitor have a head start?  Great.  Take a tour through their Twitter connections and start following them.  You may come to the attention of folks who didn’t even know there was competition.
4. Set up running searches for your topics, keyphrases, and name. Another truth about Twitter is that you can’t build it and walk away.  Get alerts from Tweetdeck or another Twitter client when your terms are tweeted, and actively follow people who catch your eye.

That will get you started, but in order to keep your momentum, you have to remember one final rule: Engage. Now here’s something people forget about social media: It’s not all about you.  Yes, you should tweet your own interesting content.  But you should also reply, direct message, retweet, and chat. At its best, Twitter is a relationship tool, not a megaphone.  Listen, follow, participate, tweet valuable information, and reap the benefits.

Yet another helpful tip from the tech junkies at TCW, specializing in WordPress-based NH web design.

Related posts:

• How to start using Twitter
• What is Twitter – and why should you care?
• Add your business to Twitter Directories
• Business blogging basics
• Video: Google Alerts – How to find out what’s being said about your business