Utilize all of your profile’s screen real estate, include a photo with every post, Bit.ly every link for more tracking info, follow the posting formula of [image] + [message] + [call to action] + [link], post consistently 3-5x per week, create interest-based lists to target your posts, plan ahead to tell a story, use Twitter advanced search to listen to your audience, would you send this as an SMS? If not, don't tweet, send at least 3 tweets before pitching your brand.