Twitter isn't just a channel for episodic marketing programs like product launches or events. Twitter is "always on" and happens in real time-there are therefore a variety of ways to engage customers and prospects with interesting, in the moment, fresh content.

• Listen and learn.

Actively listening on Twitter helps you measure real-time sentiment and inform the tone and substance of the content you tweet. Monitor industry-relevant terms and competitors daily. This can help you identify your biggest supporters or any untapped opportunities to better amplify brand advocacy. You can also address critiques and resolve perception issues before they become a problem.

• Give them what they want.

Today, more than half of Twitter users follow six or more brands. According to Compete, two of the top reasons Twitter users give for following brands are special offers and exclusive content. Drive engagment by giving your followers the content they want. Create a series of discounts, giveaways, behind-the-scenes glimpses and tips.

• Focus on people's passions.

Twitter also gives marketers a unique ability to bring people closer to their interests. Instead of focusing solely on your product launches or brand milestone events, develop content that taps into the passions of your audience on Twitter. Create ongoing experiences not just ads.

• Be ready for real-time opportunities.

Twitter's always-on nature makes it possible to participate in spontaneous conversations. While there's no way to predict the future, you can plan for likely scenarios and outcomes so you're ready when serendipity happens. For example, @MiracleWhip didn't know the Oscar winners and losers ahead of time, but anticipated the usual banter around the best and worst dressed.