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.
Find Your Voice
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.
Tweets that work well tend to:
Have a personal, human voice.
Contain interactive media (memes [material – such as images or snippets of text, that is rapidly passed around the internet], photos, vines, videos, links).
Provide updates of real interest to followers.
Start a discussion among followers.
Inspire the readers with compelling and inspiring quotes
In order for tweets to reach as many people as possible, some general rules of thumb apply:
Keep your tweet at 100 characters or less.
Use no more than two hashtags per tweet (Hashtags are keywords related to the topic or theme of your tweet. A hashtag is marked with the pound sign (#) before the word or phrase.)
Tell your followers to re-tweet (or “pass it on” as we say).
Tweet during business hours and on weekends
Ask service leaders to tweet to their audience for you.