1. What’s my strategy? Social media tools are no different than other marketing tools. It’s important to know why you’re using it, how you’re using it, and how that ties into your business goals. If you’re using it for business, then keep your business in mind.

2. Would I send this to my clients and customers? If you can’t say anything nice… then, as your momma probably told you (and as Ketchum could attest), it’s better to hold your tongue. If you wouldn’t email it to your boss or your clients, then why are you typing it into Twitter?

3. Am I taking “authentic” too far? Bringing your authentic personality to your marketing doesn’t mean being the least professional side of yourself. If you’re a spokesperson, you’re still responsible for the brand image. If you’re a consultant or a business owner, you are what you put out there. Twitter is a messaging platform just as much as a conversational one.

4. Am I saying this just because I can? Do your followers really care what you had for lunch? Some may disagree with me here-and I value the conversations that can develop on a number of topics- but these are the tweets I just pass on by. There’s too much else of value out there.

5. What’s the value in this? Guy Kawasaki has written a great post on how to attract followers on Twitter. What’s so great about Guy’s advice? Almost every one of his suggestions boils down to this: add value, engage and offer something interesting to your audience.