Good tweets tend to have a similar format: They are interesting, include a valuable link, and don’t have too many mentions or hashtags. Great tweets don’t look alike, and more often it is the substance of the tweet that matters more than the format. Simple tweets tend to do well, and some of the tweets that have been retweeted and favorited the most included nothing but text.
The best way to communicate on Twitter is determined by your peer group. Just as a group of friends speaks differently than a group of coworkers, who you talk to, and who you want to communicate with should dictate your language and formality level.
The brief communication in text can lead to misunderstandings, and disagreements. If in doubt, err on the side of politeness.
Twitter is more work-hours based than other platforms like Facebook. The best time to tweet is between 9 a.m. and 9 p.m., with key spikes in Twitter traffic occuring at 9 a.m., 12 p.m., 3 p.m. and 5 p.m. Study your analytics (RTs, clickthroughs) to find the best times to reach your audience. Late nights and weekends are downtimes on Twitter, and can be a good time to have conversations with a smaller audience.
You should retweet other users when they tweet news relating to what you’ve covered, when someone tweets your link and mentions you (but do this selectively), and when you’ve asked people to participate.
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