Following companies. Follow brands and products you admire to stay aware of what they’re doing, get inspired to think bigger about your own work, learn more about their company culture, or find out when they’re hiring. If they provide a service you use, you can also stay up to date with new releases or changes, and even ask questions in your Tweets about specific product features, tagging the company for a response. While you can also follow competitors, it’s best to use a private list for this purpose. Remember that companies use Twitter to sell and convey a positive image of their company. A company’s Twitter account is a highlight reel and most often won’t disclose negative aspects about the company.