Be like Stephen Fry. Follow his openness and have a purpose behind using twitter.
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Engage in discourse. Clarify if need be. Get to know people and the people they engage with. Become part of the community.
Don’t follow for the sake of numbers, follow because you want to know more about people and engage with them.
Listen to what people are saying- if they are being critical of your company, brand or product then ask yourself why. Be open about who you work for and/or represent and any interests you may have in publicising or promoting something.
Also follow people back who follow you. People will not find credibility with someone who claims to be listening but does not follow.
Laurel Papworth