Greetings! I work for a mid-sized outdoor retailer who is trying to make social media a larger part of their retail operation. I have been given access to my store's Twitter account. The company is very new to social media, so there is no definite strategy and direction at this point - they see that companies use social media to benefit their brands, but aren't exactly sure how to at this point.

I'm hoping to start a discussion here that will give me some ideas and direction in terms of how and what can be done to start utilizing Twitter to benefit our store and our brand. I would appreciate any articles, videos, case examples, or advice that the community would be willing to offer. Thanks for your time, I look forward to your responses.