I used search words that were somewhat related to our brand, for example, I typed in the word "style" and Complex magazine came out so I decided to give them a follow. I did mess around using several terms just to see what would appear, I kind of already knew who I was going to follow from the get-go. I typed in words like surfer, surfing, snowboarding, and much more. I found Kelly Slater and he has been an inspiration to me since I was a kid and followed him because I want to know what he has to say.
I created a people list and a fashion list. The people list involves people I believe are good to look up to for positive mind thinking and the fashion list consists of people or brands that are leaders to the industry I am in. It's good to create a list so you can go straight to what you maybe be looking for. Basically, you can group a subject and search within.
The timing of posting is crucial, I believe most of people look at twitter in the morning or afternoon. So i will dedicate my posts to those times.