Make sure you're findable
A common mistake organizations make on Twitter is filling out the profile in a way that makes it hard for people to find your company when they search for you (under Find People → Find on Twitter).
The problem arises when you use the Name field to list the person who does the twittering. Instead, put the company name there, and describe the person in the Bio field. Why? Because Twitter's search looks in the Name field, not the Bio to determine whether the account somebody is searching for exists. And in the vast majority of cases, people search for your company name, not your employee's name.
In addition, the Name rather than the username is what Twitter uses when it emails somebody to say you've followed her. So if your account name is GeneralElectric, but your Name is Joe Smith, people will get notifications that Joe Smith is following them, and they may not realize the account is really for GE.
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