Companies have noticed the increased influence of Twitter in our culture, but often lack strategies to help them leverage the platform successfully. Below are 8 ideas that can help:

1. LISTEN to conversations about your brand. Find out what people are saying about your company or brand—and check out what they’re saying about your competition.

Tip: Use Twitter search to find discussions about your company or brand. Then respond to those who are already talking. Think of it like a networking event: briefly i) introduce yourself, ii) acknowledge the conversation in progress, and iii) join in.

2. RESPOND to current and potential customers. Handle routine customer service inquiries or deal with a looming crisis.

Tip: Carefully monitor the @ and DM traffic on your account to respond efficiently to customer activity. Use Twtlong to write responses that require more than 140 characters (you can save and reuse your previous responses), or move the conversation to Tinychat for a real-time discussion of the issue.

3. OFFER special deals and coupons. Post special deals, coupons, or advance notice of sales.

Tip: Develop a “Twitter-only” promotion (include TW or some other Twitter representation in your promo code.) Then use that code (along with tracking embedded in your product links) to measure the amount of sales resulting from your Twitter marketing efforts. Revisit and revise your strategy on an as-needed basis.

4. GET FEEDBACK on new products and services. Ask questions, request feedback, or distribute a survey to find out how consumers feel about your product and service offerings—or your latest marketing campaign.

Tip: Use a free poll service, like Polldaddy, to instantly create and send out your poll via Twitter. One question to ask your followers: what kinds of information would they like to see more of in your Twitter feed?

5. SHARE company news and information. Provide information about new products or services, changes in management, new research or other general updates.

Tip: Create a Twitter team to manage your Twitter presence using CoTweet. Add multiple users to the company account and designate an “on duty” response person. Bonus: CoTweet allows users to manage personal and corporate accounts at the same time.

6. FIND business partners and clients. Identify potential vendors, suppliers, speakers, virtual assistants or other types of business partners.

Tip: Use your network to ask for referrals and to get feedback on possible leads. Twitter directories like Twellow can help you identify service providers. Or if you’re looking to do business with government agencies, you can connect with them using GovTwit.

7. RECRUIT new employees. Post links to job openings, identify new candidates, and research potential employees.

Tip: Setup a Twitter account specifically to share job opportunities; ask your network to retweet your posts. Use Tweepsearch to search user bios and identify potential candidates and recruiters. You can build a list to keep up with your potential recruits—just be sure to mark it private.

8. HIGHLIGHT company programs and initiatives. Put your best foot forward by sharing information on successful company volunteer efforts, and other sponsored initiatives that benefit your community.

Tip: Post about the community groups where your employees volunteer, congratulate employees on their out-of-office activities, or describe how a new company initiative will help a particular segment of your community.