Twitter help? Anybody here work with/pay attention to corporate/organization-wide Twitter accounts? I could use some help.→[More:]I just started managing a subaccount covering our university's relationship with another country, including exchanges, higher ed in that country, and just about any connection with the people and culture. It's been somewhat dormant, so we're hoping to bump it up to a tweet or two per day. I'm using TweetDeck to monitor RTs and the like.

My issue is that although I understand the mechanics, I am a little flustered at the interactive side of it. We don't have a lot of followers, so for now I just try to include other accounts in there as much as possible. Example: if there's a story about MBAs, I link to @[university]MBA and so on, even if they're not mentioned in the story I tweet.

But I see the more prolific departments saying things like, "Hey! How are your finals shaping up?" or responding to people who have tweeted back, and I'm like, "Huh?" Should I be doing that sort of thing? How do I get people to send me stuff like that? I want to keep a balance between info and fun/friendly, but nobody likes an account that's all retweets.

Any ideas, quick tips, things you like or dislike with these kinds of accounts?