As the world’s second most popular social networking site, Twitter is a marketers’ dream. However, some people still see Twitter as a teenager’s platform to share what they had for lunch and what they bought at the mall. The stigma around Twitter is that it’s all twaddle and nonsensical conversation, without any real-world bearing. The majority of the Twitter users are far from that very small portion. From some of the top Fortune-500 companies and internationally ranked businesses, Twitter is a multifaceted media platform that provides marketers the ability to engage in real-time dialogue with customers, promote products and create buzz. 1. Have an Ear to the Chatter The Internet is king. Whatever needs to be said, posted, shared or argued about is online. The world’s pulse is rhythmically beating to the tune of wi/fi. Twitter’s beauty is the fact that it’s an instantaneous connection to the collective conversation. Twitter offers an incredible insight into what your customers, competitors and colleagues are thinking, saying and feeling about you, your products and your image. 2. Connect with customers Twitter is the equivalent of sitting down with all of your customers at once over a cup of coffee. The intimacy and relationship building is what separates Twitter from any other social media available. At its root, Twitter is a conversational tool. Pose questions to your customers. Challenge the Twitterverse to improve your latest product. Listen to what they have to say about your customer service representatives. Provide a safe place for your customers to register complaints and genuine feedback. 3. Connect with businesses Create new B2B connections through your Twitter page. The best way to begin these new relationships is to follow industry leaders and companies that you respect. Engage in thoughtful Twitter-banter, and as often as you can, ReTweet relevant Tweets. Twitter broadens your scope: you’ll stumble upon industries that you may have never considered as a potential partner or inspiration for business practices. 4. Promote products Though this list seems to be in no apparent order, but it rather is. These four reasons outline why marketers need to have a Twitter presence, but it’s also a blueprint for success and how you need to approach your account. Promotion or creating a buzz should be the very last thing you tackle in the Twittersphere. After you’ve focused on listening and connecting, then promoting your products becomes a part of the conversation rather than a blatant or cheesy attempt to drive sales. Twitter is an on-going conversation. Would you ever ask a new acquaintance to borrow their car on the very first meeting?