With its 140-character limit, Twitter is often thought of as a basically nonessential platform, where people gather to express fleeting thoughts or share the most mundane moments of their lives. But, the truth is, Twitter can be vital to your business, as long as you use it properly and with regularity.

Take advantage of the fact that Twitter has hundreds of millions of users, and keep these tips in mind.

Create a profile for your business. Obviously, you can’t use Twitter to boost your business if you don’t have a profile. And, as Twitter advises, “every element of your profile – your photo, header image, bio and pinned Tweet – should reflect your business identity and show the world who you are.”

Engage your followers. As you start to gain followers, it’s important to interact with them in meaningful conversations. Collect feedback from them to help you build a better business. Ask open-ended questions, and thank people for their input.

Use Twitter Advertising. As SocialBro (socialbro.com) explains, “advertising on Twitter can help increase your business reach and generating leads – providing you with measurable ROI. It also generates leads an one-third the cost of other social media channels and is more cost-efficient than Facebook advertising.” If you want to learn more, Twitter offers The Ultimate Handbook to Twitter Advertising.

Get in their heads with Twitter Analytics. Twitter’s powerful analytics tool can help you gain a better understanding of your community’s interests. You’ll also gain insight into the best times to Tweet, the number of followers you’ve retained over a period of time and how you can improve your efforts.