Although email still delivers the best results among your electronic marketing mix, more than a quarter of marketers think social media has shown the most grab on the customer in the past year, according to a survey by Alterian. One could argue that the phenomenon of Twitter and its use in the business world is doing the same. While hard to measure, there is no question that tweeting is the new black. Who knew that 140 characters had the potential to be so powerful when it comes to brand strategy, communication and connection with customers?

According to an article on mashable.com, more and more business executives are using Twitter, and using it actively. Some argue that tweeting is actually easier and quicker because it takes less time to craft 140 characters than it does a 250- to 300-word blog. And executives typically don't have the time to sit down and write something like a blog - which is why they have marketing people. From a public perception, tweeting allows customers, vendors, partners, and end-users to actually get a real insight glimpse at the company and its personality. If you're hearing from the big guy, then you must be important in his eyes, right?

So as a business tool, how are business executives, upper management and company owners using Twitter as a resource to build brand recognition, all while being transparent with their stakeholders, offering solid, useful information and an inner sanctum look? While opening the lines of communication, they are crafting a following for their brand. What better acknowledgment can a customer give to you than to think that you are worthy of being followed? If they're following you, they must believe that you have something insightful to offer. So it's time to deliver. In 140 characters on a regular basis, you need to provide useful information that doesn't sound like a sales pitch. Here are some ways to think about Twitter as a new business tool to complement your marketing mix:

* First impressions count. As you start tweeting, keep the basic Twitter principles in mind. Don't come in with words blaring about your latest product launch or new services. You'll quickly turn off anyone who might potentially want to follow you. Subtlety is important. Keep it simple. Be an open book. Ask for advice. Post inquisitive questions. Just remember, whatever you tweet, you can't take back. So think about what you want to say and reread it carefully before you hit the update button.

* Create a plan of what you want to tweet about. I know this might sound a bit time consuming but you will actually save time if you can come up with some general ideas of what you want to say in advance. Think about what your calendar and your strategies look like for the next few weeks. What will you be working on? Have you found a new tool that makes your work easier? What's going on in the industry? Is there a unique conference or event on the horizon that you'll be attending or speaking at? Remember, you're networking here. Think about what you would say at a live networking event, then shorten it up for your tweet.

* Utilize tools to track your Twitter ROI. It doesn't matter that this microblogging site is all the rage right now, if you can't track how it's performing for you, then it is a waste of time and energy, regardless of its popularity. As you tweet, incorporate shortened URLs to links on your site where customers and leads can find white papers, resources, and articles that are beneficial. Then shorten up those URL links with tools like www.twitpwr.com or www.budurl.com. Not only are you shortening up your character count, you're tracking results at the same time!

* Use hashtags (#) when you can to keep your subjects categorized and make them easier for others to find. Hashtags catalog and connect tweets about specific topics. You simply put the hashtag before the word like #supervar. This would then categorize all tweets related to supervar. As you become more comfortable with using existing hashtags, you can create some of your own as well. Just make sure tha, whether you're using ones already created or making new ones, they all are in alignment with your brand and core values.

Although considered microblogging, many of the underlying principles of Twitter are the same as participating in social networking sites. You must be genuine and transparent. Don't pretend to be something that you're not or offer something that you don't. The best way to become at ease with Twitter for business is to start tweeting and see where it takes you!