For those of you trying to make the most of social media, Twitter is one platform that you should be taking advantage of. But with the landscape of social media changing so quickly, it’s hard to keep up with the latest trends. Here’s a quick primer.

Update your account
This isn’t just about making sure you’re tweeting on a consistent basis, though that is of course important. No, you also should be updating the look of your page with new artwork and backgrounds to keep it fresh. Don’t forget to also update your profile – those details you wrote up might not sound quite as good as you thought they did back when you opened your account. Finally, change your password frequently, as security is more important than ever.

Utilize multiple platforms
Having an active Twitter account is great, but it won’t matter if nobody sees it. To really maximize your message, integrate your tweets with your other social media accounts such as Facebook, LinkedIn, YouTube, Google+ and others. Also, make sure your Twitter accounts are easily accessible from your email signature and website so that people can get there from as many avenues as possible. As Twitter continues to surge in popularity, it’s too easy for you to get lost without cross-promoting your account as much as you can.

Have a personality
Get to know your followers. Keep your tweets conversational and make it clear that you are a person and not a faceless brand. But have discretion – a few inappropriate retweets or bad jokes is a quick way to lose credibility and followers.

Go mobile
Twitter’s web interface is still perfectly functional, but it is a medium that begs to be utilized in real time. Why wait until you have a minute at the computer to insert your commentary when there are plenty of easy and free apps that will allow you to jump in on the conversation as it is happening. With only 140 characters at your disposal, it isn’t a hassle to type on those small mobile keyboards like it is with email. Some of the more popular apps include TweetDeck, MetroTwit, HootSuite and others. These are also great time-savers that allow you to schedule tweets, analyze your account metrics and many other neat tools.

Put the work in
Like most people, you probably started on Twitter because it sounded like fun. And it can be. But also keep in mind that you’re representing your company and your brand, so you should put some thought into it. Make tweets compelling, link to relevant articles and share information that you and your followers might be interested in. That being said – Twitter can be a full time job. Research has shown that brand engagement rates on Twitter are about 17 percent higher on weekends, so make sure you’re putting the time in to keep your account fresh and timely.

Follow these tips, and it can help you establish yourself as a Twitter authority and build trust among your followers. Follow WPRP at @WPRP_Palletrack and @WPRPQUICKSHIP and Happy Tweeting.