As a Web 2.0 marketing company, Twitter continues to amaze us with its myriad ways to create publicity. Part of what makes Twitter so fascinating is its evolution through countless new Twitter applications. Like Facebook, Twitter is open API, meaning anyone can create a program that enhances the basic Twitter functions. New Twitter applications are developed every week, if not every day. Entrepreneurs and start-ups have gone in many interesting directions with what Twitter can do, increasing the power and scope of the original Twitter application.

Here are three Twitter applications that we use here at Prechnology:

1. HootSuite

I have personally tried nearly a half-dozen Twitter platforms.  Some of these include Nambu, Twhirl, TweetDeck, and Seesmic Desktop.

Twitter platforms have many features and benefits that add dimensionality to the Twitter experience, and everyone seems to have a personal preference.  Twhirl, for example, creates an “instant-messaging” feel to twittering.  Seesmic and Nambu are both excellent platforms with multiple “panes” that you can rearrange according to your viewing preference.

Tweet Deck was the platform that I first fell in love with, probably because of its sleek look.  By dividing your tweets into columns (@comments, live feed, and direct messages), each of these platforms helps to simplify the activity of twittering.  When your number of followers reaches a certain point, I would say it’s almost impossible to continue using Twitter without one of these platforms.

But it turns out my favorite Twitter platform is HootSuite.

There are several reasons why I prefer HootSuite over the others.  HootSuite was created as a Twitter platform for multiple accounts, while some of the other platforms, like TweetDeck were not and are only adding functionality for multiple accounts right now.

If you’re running more than one business on the web, I would suggest a separate Twitter account for each business. HootSuite is the ideal platform for multiple accounts because you can toggle between accounts while remaining on the same page, in the same window.  You can also post simultaneously across selected accounts.

Using Nambu and Seesmic I had a very over-stimulated experience that I didn’t particularly like.  In addition, I felt that these platforms were slower to send tweets and upload feeds.  With HootSuite, I quickly shoot responses to each of my followings and toggle the various accounts rather easily.  I can “star” comments by users and return to them later.  “Star” comments appear in a separate column.

Lastly, and perhaps the coolest thing about HootSuite, are the statistics.  Statistics are important for social media campaigns and if you run a business on the Web you’re going to want to know how much traffic your Twitter account is driving to your website.

On HootSuite, you can use the ow.ly shortener to create links and track the hits on each link you post.  This feature provides you with a feedback loop for your campaign.  You can see the exact amount of popularity for each of your links; and you can find out which links drive traffic and which ones don’t.

2. Twollo

Twollo is a godsend of a Twitter app.  Basically it allows you to focus your Twitter campaign.  The service runs an automated search of every Twitter conversation based on keywords you choose.  All of this happens in the background and goes on without you.  All you have to do initially is  enter the keywords into the system and Twollo will add you as a follower to anyone who uses those keywords. This ingenious service will ultimately create a targeted following for you.

Even though Twollo adds you as a follower to each new conversation it finds, about half or more of the Twitter users will follow you back. Through casual conversation and tweeting, you’ll discover more about your followers.  Followers are essential to your social media campaign because they will re-tweet your posts and ultimately serve as your “marketing friends”.  I would say as long as your followers feel that they are interacting with a real person, they’ll continue to support you.

Twollo has a basic service that is free, but for $7 for one month or $5 per month, you can create a priority account.  I recommend the priority account.  With priority, the Twollo system will add many more followers based on the keywords you’ve choosen.  This also means you will receive nearly 10x as much traffic to your Twitter page compared to the free Twollo service.

3. Huitter/Mutuality

Not everyone will follow you back, however, and this is where the last Twitter app comes in handy. Huitter/mutuality enables you to bulk follow everyone who follows you and bulk unfollow everyone who doesn’t. Depending on how many followers Twollo is adding to your account, you will want to regularly eliminate those people who are not following you. You will also want to follow those who are following you.

So are you really following anyone?

Your main objective is to increase publicity for your business. The only way to do this is to build relationships with followers by diversifying your tweets and sending cool links. You don’t really need to follow anyone unless of course you want to.

From a public relations standpoint, they are following you and you are trying to increase your targeted followers.  To learn more about the importance of social media for your business, check out this post.