Twitter can help your company increase engagement, build or expand your following, gain influence and attract new business. Many marketers—in an effort to amplify their reach and influence to a wide captive audience—make the mistake of over-automating their social media and blasting promotional spam, while failing to foster engagement or really listen to their audience. These marketers perform social media marketing like spambots in a misguided effort to make their inbound marketing content reach far and wide. Twitter is a social network, so your marketing there must be social as well and not overly salesy. Instead, transform your company into a trusted and credible informational resource and post original and curated highly shareable content—chock-full of relevant, smart and valuable solutions and insight.