And like any tool, you have to know how to use it…

Whether it’s a hammer or Twitter, a tool is only as good as the person wielding it. Social media is no different. Just like a hammer can help construct buildings or break thumbs, social media can help businesses reach more customers or drive them away.

Smart business owners are quickly learning that Twitter is more than just chatter.

Coupled with a strong company culture of striving for excellence, social media can pave the path to success. But when linked to shoddy business practices and ho-hum customer service, it better resembles the path that’s paved with good intentions (but leads to nowhere you want to go).

Learning how to use the tools

Just like an expert builder shows an apprentice how to use the tools before letting him use them on his own, Twitter requires some training. There are rules and best practices. If you’re venturing onto Twitter for the first time, learn how to play by the rules – and add value to your network.

• Fill out your Twitter profile with a brief bio, link to your website and an appropriate avatar. If you want people to take you seriously, start by giving them a reason to. Not using a picture or providing a bio sends a strong signal that you’re either a spammer or ambivalent – neither is alluring.
• Listen. No really, listen. Search businesses and influential people in your geographical area and then just listen. Learn what interests them, what gets them really excited and if there are different times of day they congregate. And listen more.
• Follow the experts. People like Scott Stratten and Jay Baer will give you the play by play rules.
• Download some tools to make the listening easier. TweetDeck and HootSuite will help you sort and filter the noise so you can pay attention to what matters to you.
• Make friends. The best first-day-on-the-job advice I ever received was to be nice and make friends. Contribute to the conversations in ways that add value to people you’re following – this isn’t about selling – it’s about introducing yourself.
• Tell people about you. A good salesperson knows the sales pitch is never a pitch, it’s a natural progression of a relationship – satisfying a need based on information shared. Understand the difference between sharing info about your company and selling.

I recently asked my friends on Twitter how they felt about brands marketing to them. People who responded (a mix of regular folks, pr people and company owners) were happy to chime in with solid advice for brands. Whether you’re new on Twitter or a vet, there’s always room for improvement and the advice here comes from people using the tools well. Enjoy!

@Jasondyk – Most of the time I believe in the people that are doing the selling and thus don’t feel “marketed” too. The better relationships we have with people, the less people seem to mind and the more they market you as well!

@Shamattygalle45 – Love the rapidity with which a brand can listen and respond to their customer. I’ve had many brands do this to me 🙂 Julia have you seen what @twelpforce37 does? They are true leaders in this space… very cool strategy!

@those2girls39 – I love connecting with others! I dislike when Brands just tweet a status & don’t engage in a convo. I say all convos on twitter are open-otherwise it should be a DM (direct message). I usually take a look at a twitter feed before I decide 2 follow

@Beauty_by_Jenn5 – Interact with other people, don’t just post stuff about your business constantly, be a “real” person! 🙂

@Chris_Eh_Young59 – Treat Twitter like face to face. Be kind, be courteous, be helpful.

@thesocialsuite – My thoughts on Twitter Manners: 1. Acknowledge tweets – thank you. 2. engage – twitter is 2 way street not one way 3. Be Real.

@LiminalJoy – I think it depends on how they are participating in the convo. I’m okay with it if I can get a sense of the person tweeting.

@FlourishFlorals29 – I never jump into offer my product. And only if I can answer a question or add to the convo.

@Mikefjean5 – I would tell them to relax and just let it happen. Stop trying to force the relationship into a sale. I would also tell them the quote thing has been done to death.

@prmaria18 – Twitter has become much more mainstream since then in all fairness (I kind of miss the early stages of twitter though). I tweet 4 clients- it’s a diff experience & can’t be as personal. I’d say: respond fast, connect w customer & offer customer service.

@Trevor_Cherewka – Smile through your tweets! What they read will make either a positive or negative impression.

@samanthaettus38 – 1. if a person tweets about your biz, immediately add them to your follow list. 2. Respond to every person who @s you

Got social media questions? Follow me on Twitter, friend me on Facebook or connect with me on LinkedIn – I’m always on.