Too many retailers take a "set it and forget it" approach to Twitter, and essentially ignore incoming tweets, writes Steve Olenski. That's like running a call center where nobody ever answers the phone, Olenski argues. "A Twitter account is an official corporate channel of communication. It is a reflection of the brand. Imagine having a half-finished website up and running. It is unthinkable for a large company," said Lou Cimaglia, PR director at Grow Socially.