Twitter is a tricky to work with due to the limitations of the media. Tweets are limited to 240 characters, meaning your message must either be brief and to the point, or split over multiple tweets. In addition, there is no tried-and-true formula for creating the perfect tweet. Your audience may respond to content that another group’s audience may not. The best judge of audience response is likes and retweets, with the latter helping spread your message to others who might not be subscribed to your feed.
It is best to develop a distinct voice for your your organization, allowing tweets to be differentiated from the rest. Find a voice that works for your organization, your follower, any members of your organization, and so on. Just remember, social media is about trial and error. Try something, look at how people react, adjust, and try again.
In order for tweets to reach as many people as possible, some general rules of thumb apply: