According to a Twitter survey from inboxQ, about 6 in 10 Twitter users say they’d be comfortable getting a response to a question they post on Twitter from a business. (As opposed to getting the response from one of their followers.)
Importantly, those responses from businesses can lead to being followed by author of the original question. (Again, about 6 out of 10.)
As with other social media, the secret to success isn’t being on social media, it’s being engaged on social media. Get involved, jump start the communication with your customers, create conversations.