Seven Tips to Harness the Power of Twitter for Your Cause

4. Return the follow.
“Followers” are people who are monitoring your tweets. Set up your organization’s account to receive e-mail notifications when someone new follows you, then follow them back immediately. "That shows that your organization is listening, not just talking," the authors said.

5. Keep the conversation moving.
If someone mentions your organization in a tweet, tweet them back in a way that pushes the conversation along and builds your relationship with them.