It’s amazing, but in a world where technology provides the ability to have direct access to virtually anyone in the world, less than 20% of radio stations provide direct interaction with air talent. And Twitter is an ideal tool to make this happen. When you give the audience personal attention, it promotes loyalty and connection. And it can add to your fan base. But once on Twitter, what to tweet?

What works? And what doesn’t? The answers will vary depending on the personality brand, of course. There’s no list of magic tweets that will immediately cause you to be the king or queen of social media.

But here are some guidelines to get the most mileage from Twitter messaging.

What to Tweet? First Things First: Don’t Sell or Hype