The “quality” vs. “quantity” demand is raging among social media observers and marketers. Some say it’s important to have a small-yet-loyal-and-engaged following. Others say it’s more important to mass large number of followers. I don’t believe either argument is right or wrong. It depends on your business, industry and motives. However, whether you have 100 or 1 million followers, you must respect them as individuals and give them meaningful Tweets and continually engage them in conversation. Also, Twitter is a tool just like any other marketing tool or initiative. You must put into place metrics (return on investment, return on objectives and return on reputation) to gauge its success. I am a big believer in closed-loop systems. If you Tweet about a new product your company offers, for example, can you lead your followers to a white paper on your site about the benefits of this service? Then can you track what that follower does on your site? Could you create a “sales trail” that leads to further engagement, such as an e-newsletter sign up, placed order, phone call inquiry, etc. What matters gets measured, and what is measured matters.