Agencies Not Getting the Most Out of Twitter examined the use of Twitter by advertising agencies and uncovered some examples of poor usage of the social-networking tool. The story by Rupal Parekh also featured a sidebar on “common-sense logic” of how to use Twitter.

The bad examples of Twitter use:

Grey set up a Twitter account just for its interns (@GreyNYInterns), but it mentions “thinking about tequila” and contains information that the agency might not necessarily want to be public: “E*Trade brainstorm session. Do we use the baby or not?”

Twitter feeds @BBDO and @Publicis bring users to the pages for the companies’ Dusseldorf, Germany, and Zurich, Switzerland, outposts, respectively, instead of the parent companies’ pages.

@Havas is following zero people, has zero followers and has one update: “on vacation.” WPP (@wpponline), on the other hand, has about 3,000 followers but it follows no one. And Havas’ Euro RSCG has a Twitter account that it never uses.

Dell’s lead marketing agency, Enfatico, doesn’t own the Twitter handle @enfatico, and roster shop Mother, New York, has an account (@motherny) with only one update since May.

Nuggets of advice from the sidebar include:

Don’t over-promote. Of course you want to use Twitter to build your agency’s brand, but don’t hit people over the head with a litany of press releases.

Be human. Attach a personality—a name, a photo—to your Twitter feed and balance promoting your brand with some personal updates so followers can get a sense of your company culture.

Listen. Know what people are saying about you on Twitter. Use or an application such as TweetDeck to monitor the chatter.

Respond. The point of being on Twitter is to engage with people who know your agency, as well as those who don’t and want to learn more about you. If followers comment on your feed or send you direct messages, get back to them promptly. Remember, it’s a conversation.