Long ago, when I wrote the title for this blog ("On Links and Needles," if you haven't been paying attention) I intended to write a lot more about technology and the Internet and about my work as e-commerce manager at Black Duck. Since I've started this blog, things have changed so fast in the sphere of e-commerce and, more importantly, social media, that I've hardly been able to catch hold of a topic and get writing before my take on it was out of date! That said, with the prevalence of social media, and particularly of Twitter use among my many readers, I thought I'd tell you about my experiences making the ephemeral interactions one has via Twitter into real chances to connect with my customers and community.

So, how do you turn the occasional few minutes of free time into real value for yourself and your business? It's easier than you think.

First, along with following the wonderful people in the industry from whom you may learn a thing or two (I'm @blackduckinc, Stitches' own Nicole Rollender is active as @ASI_Stitches, and my co-blogger here, Kristine Shreve, is providing valuable content as @EnMartian) if you are so inclined, follow businesses with which you already work, local movers and shakers, and businesses that you'd like to prospect. And, perhaps most importantly for the purposes of this post, follow local professionals in social media if there are any to be found in your area. With this mix of people, you'll likely curry some followers of your own among them and be able to start the conversation about who you are and what you do.

Twitter, at its best, is personal – it is not simply another channel for advertising. Make sure your Tweets reflect your interests, and Tweet cool, fun or otherwise entertaining things about your business. Reply to and re-Tweet the Tweets you find interesting from these folks and you'll soon find yourself swept up in the flow of information that is Twitter. The key is to engage – talk to these people, for that is what they are: individual human beings with their own thoughts, feelings and ideas. That doesn't change, even if they Tweet for an organization, and you will find that social networking is just that: socially motivated use of electronic media to create a network of people who want to share the aforementioned ideas and opinions.

What’s better even than just the enjoyment and inspiration of following these conversations is that if you have correctly cultivated your local followers and those you follow, you will begin to feel the pulse of your community; you’ll be privy to a stream of event announcements, status reports and personal commentary from the people around you that you may never have thought to talk to in the flesh. Then, and only when you have provided value through your own informational and entertaining Tweets, can you slip in promotions here and there about your company. Remember, this is a conversation, just like sitting across the dinner table from a friend, and if you've ever been on the wrong end of a business lunch with an overeager salesperson, you know how annoying a constant high-pressure pitch can be.

The next move is where it gets more interesting, and more comfortable or uncomfortable, depending on how much of a social butterfly you may or may not be. Watch your Twitter feed for any notice of a public Tweetup. A Tweetup is simply an event where Twitterers in a particular area get together in person. If you see one where several movers and shakers, customers or good potential customers seem to be planning attendance, this is your chance to move from the realm of interesting text on a screen to a full part of the local social media community. RSVP, tell your followers and then prepare. If the organizers mention door prizes, stitch and print some garments or accessories with your logo and information included and offer them up. Tweet pictures of your potential prizes and stir up interest – everything you do to publicize the Tweetup is good for the community and good for your promotions. These promotions can be, if carefully done and not too "pitchy," a complete win-win situation.

I recently attended a local Tweetup held in a hotel lounge in downtown Albuquerque. A great firm by the name of Drake Intelligence Group (folks who I've personally given a tour of Black Duck after meeting via Twitter, by the way) organized it. My wife and I were able to enjoy the ambience of a lovely lounge in a fancy downtown hotel, as well as meet some wonderful local businesspeople and social media aficionados. With a simple smile, some light conversation, two hours out of my weekend and four tote bags stuffed with catalogs and some promotional products, I was able to not only enjoy the company of my readers and those who I follow, but to make several promising connections with folks who just happened to need the services we offer. Moreover, they already knew what I was capable of and who I was via my Tweets about our services. If that weren't enough, I was invited to several other events while at the Tweetup that may prove just as promising.

Now, I called this post "Global to Local and Back Again" for a reason. Once the Tweetup was over and four people were happily carrying around Black Duck tote bags (even if I did look awful in the pictures taken of me while I was handing them out), I made sure to go back to Twitter to thank and promote the organizers, the people I met and the connections I made. That follow-up lets your new acquaintances know that you were paying attention and appreciated their time, and furthermore, it helps your followers and theirs see the sort of good relationships they are building and services they are offering due to the public nature of Twitter. Moreover, just like the golden rule has always implied, supporting your network will let them support you. Together you not only build connection, but you create legitimacy and trust with even the followers who are not part of your local sphere, as Twitter's transparency lets them see the reputable way you handle yourself and your business.