This is part 2 in a four-part (at least) series on how to use Twitter for business. Truth be told, I'm sure I'll be talking about Twitter quite a lot in the days and weeks ahead.

This post focuses on two areas:

• A sequence of four short videos that walk you through setting up a Twitter account, familiarizing you with the Twitter interface, and showing you how to tie your Active Rain blog posts into Twitter.
• Valuable Twitter "rules of the road," otherwise known as :Twittiquette."

How to use Twitter video series:

Twitter Rules of the Road

Rule #1: You must win the right to be heard

Originally, Twitter was viewed as a "presence" app where you simply answered the question, "What are you doing?" In addition, many considered it a "broadcast" application as well, simply a place to make announcements, share information and links, etc. 

While I don't decry the use of Twitter in either of those respects, it really is the 24/7 365 ongoing cocktail party I talked about in a previous post, and who goes to a cocktail party and only makes broadcast-style announcements. No, you go to interact, converse and network.

That, to me, is the primary role Twitter serves. And to gain any traction whatsoever you have to "win the right to be heard." How to you do that?

Follow others. Don't do it indiscriminately though. Find people that it makes sense for you to follow. Other Realtors, people in your local community, etc. Think about who should qualify to make the grade.

That's not to suggest you refuse to follow those who first follow you, but that you be intentional in connecting to people where it makes the most sense from a business perspective.

Remember what I said about the cord of three strands. Perhaps you're connected to others via LinkedIn, Facebook, Plaxo or Active Rain. Strengthen your social graph by connecting via Twitter as well.

Thank others for following you. It's a matter of common courtesy and an evidence of respect. (It's also advice I need to give myself because I don't often do it.)

Interact. Converse. Those who just broadcast announcements will never garner the same degree of respect or depth of relationship that someone who takes time to interact with others. That, to me, is the true price of admission into the Twitterverse.

Rule #2: Don't follow, if only to pitch

I'm seeing a very distasteful trend developing among new Twitterers ("twits" as we're called). People are following me, then, if and when I respond in kind, their first tweet is to thank me for following (which I do encourage), then immediately pitch me on a Web site they want me to visit or explain how they can provide a service to me. Whaaaa????

Sorry, folks, that ain't how it's done in Twitterville! The rules of social media engagement may be unwritten, but they are real nonetheless. Don't follow or friend someone if all you want to do is pitch them on your Web site, product or service. Don't! Get to know the person first and let them get to know you.

If you want a formula for how this should work, it's this: Stranger > Connect > Converse > Friend > Client. Connect with those you don't know, get to know them and, then and only then, is it permissible in my view to make a pitch. You have to build trust first. In fact, you may find that no pitching is needed whatsoever. They may seek you out.

Bottom Line: Don't pitch me if you don't know me. Am I stating this clearly enough?

Rule #3: Provide value to the community

Give people a reason to follow you by becoming a valuable member of the community. One way to do this is by providing good information in the form of links, quotes, advise, answers to questions, etc. People will see you as a resource, thought-leader and knowledgeable expert. They will come to appreciate your generosity of spirit. Just make sure every link you send them is not one to your own site of course.

Rule #4: Mix business with pleasure

It's okay to share both from your business side and your personal side. In fact, it's preferential. That's the best way for others to get to know you.

I hope these explanations have been helplful. In part 3 we will delve into some of the applications that have been built around Twitter, many of which I use. Then part 4, that's the money post where I talk about how to actually turn this into a high-powered business generating tool!