Twitter is a social networking website for “micro-blogging": Users can post blogs limited to 140 characters or less. Originally, Twitter’s character limitation was created to make Twitter compatible with cell phones and text messaging. This limitation, however, has morphed into its defining characteristic as a means for users to receive immediate, concise information from large numbers of people.

On Twitter, everyone has a username to represent themselves. Someone can “follow” you on Twitter by subscribing to your updates. When someone follows you, your updates will be displayed on their Twitter page so that they’ll know what you’re thinking or doing. You can then decide whether or not you want to follow that person back. Updates on Twitter are known as tweets. Various tools on Twitter allow users to send private messages to one another, arrange informal networking events, repeat what someone else has already tweeted for their network and to combine a conversation surrounding an event or theme.

Twitter’s essential function, along with its set of enhancement tools, can make it powerful as a business device.

Use Twitter to drive people to your company’s website. Tweet about interesting resources posted on your company’s blog or website, with a link to that page. If the content is worthy, people may start tweeting about it on their own.

Monitor your brand on Twitter. Using the Twitter Search tool, you can track what people are saying about your company, products, competitors or any industry buzzwords. If you find someone tweeting about your products or looking for a solution that company provides, let them know.

Use the Twitter “Favorites” feature as a list of company testimonials. You can favorite all positive tweets about your company and use them as referrals for interested prospects.

Use Twitter to promote events. Tweet about a company event, fundraiser or open house. You can send people directly to an event sign-up page.

Establish yourself as a thought leader in your industry. Tweeting about useful resources and industry tips will establish you and your company as experts in that particular subject. Link to your own resources, including your website, as well as others.

Use Twitter for Public Relations. Develop relationships with reporters, bloggers and other media people.

Use Twitter for Customer Service. Track your company name and products in Twitter Search and address any negative comments, give feedback and help customers solve problems real time.

Last but certainly not least, information about your company, products included in social media like Twitter very positively affects search engine ranking for your company’s website(s).