According to this article and a report from Buddy Media, marketing managers are not effectively using Twitter.

Some key guidelines are also in the article:

• Tweets with hashtags get twice the engagement of those without, yet only 24% of tweets during the time of the study used them.
• Using one or even two hashtags in a tweet is fine, but if you add a third, you’ll begin to see an average 17% dropoff in engagement.
• Posts with images have double the engagement of those without even though users can’t see them until they click on them.
• If you ask followers to “RT,” you’ll get a 12X higher retweet rate than if you don’t. But if you spell out the word “retweet,” that figure jumps to 23X.