Everyone knows that the best way to interact with other users on Twitter is to use mentions, or @-replies. But when it comes to talking about brands and businesses, not everyone will take the time to look up your Twitter handle in order to compose a quick tweet.
While checking your mentions is a quick way to see who's talking about you, you should also make use of Twitter's search function to search for your brand's name. Sometimes users will be talking about you, if not talking directly to you. This will give you a whole new range of customers to interact with!