"Just as B2B sales relationships aren't built overnight, sustained B2B Twitter relationships—often the basis for industry insight, lead generation and media coverage—require a commitment to engagement," says Karlie Justus in a post at the Social Media B2B blog.

Although B2B companies necessarily focus on the legal and marketing aspects of crafting tweets, it is also important to "leverage two-way communication," Justus notes.

She offers several tips that B2B marketers can use to focus their tweets on engagement. Here are four:

Original content. Don't just pass along other folks' great ideas, create your own, Justus advises. "If you don't have a blog that's being updated on a weekly basis, re-purpose eNewsletter content, news releases or field updates," she says.

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