If you include a link in your tweet make sure the target page is relevant. I received a tweet recently that said something like, "Check out our new designs." I clicked on the link and was taken not to a page with designs, but to a page with various links. None of the links was labeled "New Designs" or "Designs," so I guessed. I guess I guessed right because I wound up on a page with various designs. Unfortunately, there was nothing to distinguish new designs from others, and what was there were various black-and-white line drawings. I closed out and returned to my feed.
Mistake #1: If you're going to use "new designs" to hook me, then when I click on the link I expect to see new designs.
Mistake #2: If you must use an intermediate page, then don't make me guess where to click to find the new designs. People don't like uncertainty, so MAKE IT UNMISTAKEABLY CLEAR.
Mistake #3: Make the target worth seeing in the first place. This is where your brand gets sealed, so to speak. If I follow a link to a page that is unremarkable, then you are unremarkable and the whole exercise was at best a waste and at worst detrimental to your brand.
Be aware that if your brand is shallow, it will not be able to withstand many of these.