When I first heard about Twitter two years ago, I instantly judged it to be an utter waste of time. Now, I’ve changed my tune. What is Twitter? This free micro-blogging platform can be a powerful marketing and community-building tool, which can help you strengthen your brand and nourish your online relationships.

Twitter lets you share your status (“What are you doing?”) in 140 characters or less. However, few successful Twitter users limit themselves to messages (called tweets) describing the ham and Swiss sandwich they’re consuming for lunch. Rather, they use this quick medium to share important news and links, broadcast their presence at a conference, make wry observations (OK, not everyone does this well!), and gently promote their services.

Here’s why Twitter won me over 18 months ago, and why I continue to use it today:

1. Twitter drives traffic to my blog, podcast and Web sites.
2. Twitter helps me meet people around the world who share my passion for communicating.
3. My Twitter community helps me ferret out information.
4. Business referrals come my way via Twitter.

Overall, Twitter has helped me to increase the audience for my own online presence while introducing me to some very interesting people.

Each Twitter user has her own way of using it. I don’t forward Twitter messages to my phone, for example, because this would drive me batty. However, I have installed the Twitterific app on my iPhone, which provides me with an endless supply of reading material when I’m standing in line at the bank, on a train, or having an episode of insomnia at midnight!

Here are my tips for getting the most out of your Twitter experience.

1. Sign up at http://twitter.com and add your photo and bio info, with a link to your Web site or blog. Use your own name – or a variation of it – as your Twitter name. Post a few tweets before you follow anyone.

2. Find people to follow. Start with your real-life colleagues who are Twitter users, then check out the people they are following. Get it. You can also visit Twitterpacks to find people in your field.

3. Be judicious in the people you choose to follow back. (Unlike friends on Facebook, these are followers; consider this distinction.) What’s their value to you? You’ll quickly discover that multi-level marketers and quasi-spammers will start to track you. Obviously you don’t want to give them the honour of a follow-back.

4. Add value to your Twitter stream. Post links to sites and articles you find interesting. Link to your colleagues and their content. Promote your organization’s events.

5. Learn how to use the @reply, direct message (DM) and re-tweet (RT) features to keep the conversations moving forward. Check out The Newbie’s Guide to Twitter for info.

Note: Other vendors have developed Twitter-like software to be used within organizations, behind the firewall. Examples include Yammer, Present.ly and Laconi.ca.

Feel free to follow me on Twitter at http://twitter.com/DonnaPapacosta