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This is an article from Socialmediatoday.com.

They make some very good points, but I didn’t agree with all of them, and I explain why below each point.

Businesses jumping into social media often see Twitter as a “simple” part of the plan: set up an account and start tweeting. Sadly some even get stuck right after the set up part. Here are 10 mistakes business newbies on Twitter should avoid:
1. Doing Little or Nothing
With an estimated 25 to 30 percent of Twitter accounts either empty or “one tweet and done” is it surprising that these accounts generate little interest from others on Twitter? Your inactive or virtually inactive account sends a clear message that you’ve given up on Twitter.

Twitter is a very powerful tool with some of its strongest qualities being its ability to deliver your message far beyond just the application, or website of Twitter.  But, if you don’t ever say anything, then there isn’t any message to spread, now is there?

2. Desperately Following
If you’re following hundreds of people and only a few dozen are following back doesn’t that send a message that you desperately want followers but aren’t getting them? Why not be patient and never let your Following count get more than 10 percent higher than your Followers count?

If you are looking for followers by following, you’re going to end up just having a bunch of “junk” followers and neither of you will be helping out the online community too much. Most of what exchanges between you will be ignored, and the Twitterverse just ends up getting cluttered.  Auto-following those who’ve followed you on the other hand is fine, especially if you want to give people the opportunity to send you a direct message (DM).

3. Tweeting Too Much
If you’re guilty of this you will annoy your followers and water down your message… which likely means you’ll lose followers faster than you get them. How much is too much? Start slowly and only tweet useful stuff two or three times a day. As you slowly increase this over several months pay attention to what, if anything, gets a response (it’s retweeted or commented on) … and when this happens. Let this be your guide.

There’s no such thing as tweeting too much. If people don’t want to read everything you say, they will either ignore you or un-follow you.  Big deal, it’s their loss. Say what you want to say and remember the web outside of Twitter that is served by Twitter is more powerful than just Twitter by itself.

4. Mostly Self-Promotional
Too much “me, me, me” talk will mark you as boring … or worse. Add value for others on Twitter and more followers will come. Mention your business or services only when you’ve been asked or in direct response to a stated need. If you consistently give, you’re followers will do the same and your good behavior will be well rewarded.

Twitter is whatever you want it to be, and if it is primarily a marketing platform for you, then who cares what other people think.  They can either ignore or un-follow you, again, their loss.

5. Failure to Connect
It can be tempting for businesses to give a Twitter monologue instead of engaging in a dialogue. If you get to know your followers by asking and answering questions, for example, you’ll show that you’re interested in them. They in turn will learn about you. This also means responding to any “@” messages promptly (within a day at most).

This is difficult to do, but I do think it’s very valuable advice, and if you use Twitter this way, then you will see a much stronger community around you (in the Twitterverse that is).

6. Not Helping Others
Acting as a connector or problem-solver will earn you loyal followers. Sometimes the simple act of retweeting a piece of great content will be seen as being helpful. Twitter truly is a place of getting more than you give, but you have to give first.

See number 5.

7. Mixing Business and Pleasure
Sending a mix of business and personal tweets can work when you’re well-established, but a better practice for a business new to Twitter is to keep it all professional. Otherwise you’re sending the message: We don’t know enough to keep our personal lives out of our business.

See number 4, however I will say, many people get too personal on Twitter.

8. Impersonal avatars
Yes your business name or logo is important, but Twitter (and all social media) is about people. Use an avatar image that reflects your people not your brand name.

This is good advice and if nothing else, Twitter is the perfect vehicle for demonstrating a personality associated with your company… remember what Dave did for Wendy’s?

9. Wasting background space
Twitter gives you a lot of real estate around your Twitter-stream … don’t waste it. Use it to let people know what you do and why you do it. Put your people and the business personality on display. It’s also OK here to list a few other contact points such as email address, phone numbers and other social media URLs.

Good advice.

10. Not Checking In Regularly
Maintaining a Twitter account needs to become part of your routine. Once a day or twice a day or more, but it does need to become a regular thing to have any chance of helping your business.

Good advice, but difficult to do. Best to create a schedule and treat your Twitter time as part of your marketing.

Twitter is a tool, and a powerful one at that.

Don’t let people tell you what’s right and wrong about how you as a business use Twitter.