An acquaintance remarked recently of his distaste for Twitter. What is the point of the social network when the Internet is already proliferated with weblogs, Web sites, and more involved networks like Facebook for communication? Why do we need to Tweet?

When one considers the incredible growth of the network – Nielsen has reported around fourteen million users in 2008 – and how quickly Twitter has been integrated into mainstream media, one may argue we should ask, “Why are you not Tweeting?”

These days breaking news may be discovered in a brief line of text and an accompanying link before any of the major news channels are able to broadcast. Twitter puts a personal spin on world events (California users texted a recent earthquake as it happened), unites people to a common cause (awareness of Iran’s elections made for a popular trending topic), and serves as a forum for multiple discussions. Literary agents field questions on the craft and submissions, businesses post sales information and online cart codes, and news outlets use Twitter as a wire, teasing stories and updates in hopes of increasing click-throughs. As the network matures and is made more accessible through Internet and phone widgets, Twitter just may move from the latest fad to an important media and commerce tool.

So how can a small business use Twitter effectively? Once you set up an account, there’s no guarantee thousands of followers will immediately flock to read your posts, and one must consider the legitimacy of so-called programs that “guarantee” masses of subscribers through viral promotion of their software. One social media expert I read puts it best when she stresses the social nature of Twitter – don’t worry about who you follow or who follows you. Treat Twitter as you would your Web site or blog, offer concise relevant content and eventually you will build readership.

Initial promotion of your account is key in lighting the fire. A link from your main site, blog, and other social profiles allows visitors to know of the addition exposure you provide. Approaching Twitter with a relaxed yet professional attitude, coupled with the occasional use of hashtags relevant to your content, can be helpful in increasing awareness of your business. Regardless of your products or services, if somebody is interested in what you have to offer, they will follow. The constant hard-sell, where every Tweet is an ad, could turn off followers and risk the labeling of your account as spam.

Interest followers not only by posting your own expertise via Twitter, but using the network to research your topic through other sources. Link to articles or blogs, “retweet” posts from like-minded accounts you follow, and engage followers in conversation. The more you use Twitter, as one would with any other network, the more you’ll find an audience for your business.

Kathryn Lively is a freelance writer specializing in articles on professional SEO writing and local PPC management.