I like to think of Twitter as a live networking event where you can jump into a conversation at any time. It's a great tool for communicating information to followers but also for engaging with them. social media marketing university However, I've learned that many people, even those who are on Twitter frequently, use it only for sharing information -- not for starting a two-way dialogue. That's a lot like walking into an event and shouting at people but not listening to their responses. It just doesn't work.Over the last few years using Twitter, I've uncovered a few features that help businesses make better connections and build brand exposure. Here are five things I've learned about Twitter that could help improve your marketing strategy.Because of situations such as this, savvy consumers are turning to Twitter to get in touch with a business when they have a problem or a question about a product or service -- especially if it elicits a quick response from the company. A survey called "Twitter Q&A Census," conducted recently by InboxQ, suggests that socially adept businesses are beginning to use Twitter as a tool to directly respond to consumers and pay attention to issues that impact their brand, and that ‘social care’ is making a measurable difference. Set up Google Alerts to search on not just your company and product name, but also to pinpoint ways people might identify a problem that your product or service can solve.Use Twitter Search to do the same using Twitter. what is social media marketing Talk with others about their interests long before you talk about your company.When you take on new customers, ask if you can follow them on Twitter and suggest they "like" your Facebook page. Invite them to communicate with you through these outposts.Spend 30 minutes a day for two weeks working on these spaces. Eventually, 30 minutes won't be enough time, but for now it's a good way to start.