From pro-active conversationalist to behind-the-scenes research, there are several ways to make beneficial uses of Twitter. In the end, they all adhere to the goal of using Twitter to connect and communicate with customers and help solve their problems -- that's the true value of social media.

Twitter for Research

Twitter’s new search feature is a great way to see what people are saying about your brand, products or services. Or, better yet, find out what people are saying about your competition!

Twitter to Build Relationships

Rather than blast messages out about your product, invest time in building relationships – talk to people, interact. Don't be a fly on the wall -- get out there and Twitter like a social butterfly! Respond to both negative and positive comments. Make people know you are available for conversation and to help them. Exemplary customer service uses of Twitter are @comcastcares and @zappos

Twitter to Build Community

Don’t concentrate on your products or brand. In fact, promote the products of others without asking anything in return. Concentrate on building a community of people who help each other. Over time, you may be able to make these individuals aware of your product or even spread the word about your brand.

Twitter to Inform Brand Fans

Realize that most individuals who want brand updates are already fans, so provide them with relevant information they can share -- research, deals/coupons/sweepstakes, industry news, case studies. In essence, demonstrate what you can provide or do for them. @DellOutlet used this strategy of making followers aware of sale items to make $1 million during the 2008 holiday season. But remember: your goal isn't necessary to complete a sale, but rather to make fans aware of opportunities.

How Other Businesses Made Effective Use of Twitter

You can learn how 18 other CEO's made effective use of Twitter. But we think Tony Hsieh, CEO of Zappos.com said it best -- “We’ve found that Twitter has been a great way for us to connect on a more personal level with our employees and customers. We use it to help build our brand, not drive direct sales."