As with all marketing channels, your twitter activity can only build your business if you’re maximising its reach.
Who’s following you? Are they key to your business (potential customers? existing customers? suppliers? stockists? bloggers or journalists from your sector?) Are they responding to your tweets? Are you creating dialogue and interaction? Are you getting re-tweeted?
If the answer to any of these questions is ‘no’. Then it may be time to take a few minutes to rethink your strategy.