Don't mention your company name in every tweet.

If the Tweets on your profile read something like this:

• TwitterName: WidgetsRus is doing something new!
• TwitterName: Good times at WidgetsRus!
• TwitterName: Look at some WidgetsRus news! http://is.gd/76Ys

Than you're probably doing it wrong.

Some companies believe that Twitter is simply a vehicle for pushing company news. Not so. Twitter is for interaction, communication, relationship building and knowledge sharing (among many others). It's OK to push some of your company news and updates to the Twitter masses, but don't make this the focus of your account. That's what press releases are for.