Twitter is a costume party. Get your business dressed.

There's a very fine line between content and spam on Twitter. On the whole people's personal accounts fall into the first category and business accounts; into the second.

The reasons are obvious of course; companies have a clear agenda where most people do not.

It's doesn't mean to say that as a business you can't effectively project a voice on Twitter but you do have to be a little bit careful about how you go about it and the way you do that is to make sure your business - and therefore its social persona - has a clear and, above all, a credible personality.

It's always said that people buy people. That's true and so it's true also that people follow people.

So if you want to grow a genuinely engaged following for your business on Twitter first sit down and think about your business as though it were another person in the room.

If you were all going to a costume party who would it go as and why?

Work out its proclivities, its interests, it's likes and dislikes and then go out and help it make friends.

Interact, engage & discuss in a coordinated way as if you we're speaking with the voice of the business and don't simply spam links all day and expect to get results.