Reap the benefits of Twitter

BOSTON, USA: In just 140 characters, Twitter can help businesses build a connection with customers in new ways, according to Harvard Business Review.

The Harvard Management Tip of the Day offers quick, practical management tips and ideas from Harvard Business Review and HBR.org.

"There is no doubt that Twitter is influential: This spring, the company announced that it signed up its 200 millionth account. But how can your company reap the benefits of this popular service? Try these three things:

Listen. You need to know what people are saying about you to the wide world. Use Twitter Search or sign up for a service such as Radian6 to help you track what customers are saying about your brand.

Talk. Get your voice in the mix to build a following. But, don't just yammer on about how great your company and products are. Give your customers something useful, such as special offers or information.

Support. Twitter is a great place to find customers who need help. Solve their problems for them and they'll often tweet to turn their complaint into a compliment."

This management tip was adapted from "What the Heck Are We Doing on Twitter?" by Josh Bernoff.