Lately, I’ve noticed people espousing the 10 rules for Twitter, or how to use Twitter for business, or Twitter etiquette (which I’ve also written about). But something about this whole discussion bothers me, because the rules aren’t applied equally and across the board. Which means they aren’t really rules at all, just personal pet peeves (some of which alot of folks share).

For example, there seem to be alot of folks who don’t like it when a tweeter uses the ol’ Twitter account to promote their business. Real estate agent or mortgage broker? Bad. Multi-level marketer hawking Discovery Toys or Mary Kay Cosmetics? Again, bad, lose your following. But, A-lister hawking services, conference or book? Sure, thats ok (B, C, D or Q-lister, not so much).

Now, some will say that these new folks haven’t earned their Twitter community “love” yet. MMMMaybe. I personally think its more a matter of style, “it” lister tolerance/worship and intolerance of newbies to the tweetstream.

What about an A-lister who works for a big company hawking the company’s wares, services? I think less tolerated. Here’s my example: @ChrisBrogan hawking his conferences? Sure. But, what if @SteveRubel hawked for Edelman?  Not so much.

Here’s another example. Dell or Whole Foods using their Twitter account to promote deals in their stores? I personally find it irritating, so I don’t follow Whole Foods or Dell’s deals Twitter account. But @SpudBros, the local Boulder eatery that serves french fries and is the darling of the local start-up community? Rock it, baby, send me a coupon for some percentage off my Thai-sauced, half-baked french fries.

Bottom line: some small businesses can wield this Twitter advantage if they are smart. So, here are some rules of Twitter engagement for small businesses (and please, chime in with yours):

1. New account? Take it slow: So, you’ve just opened a Twitter account, and you’re up to like 1,000 people you’re following. Plus, the only things you tweet are about how awesome your products/ services are. In fact, you’re downright un-conversational, just more of a shouter. Big clue– no one will want to follow you. Instead, unfollow some folks, and can the spam for a while. Try to contribute to some conversations. Re-tweet someone else’s tweets. Share the tweet-love.

2. Find conversations about your business area: Are you a pizza maker? Cosmetologist? Dog walker? Franchisee? Search through Twitter threads to find conversations about these ideas, or topics peripheral to it. Then, take part in them – offer suggestions, post a relevant video link or article, using the @sign to make sure the Tweeter sees it.

3. Follow by interest:  Find people to follow based on what they say, not what you hope they will buy. Twitterpacks can help you find Tweeters who have particular interests.

4. Follow by location: Is your business local? Use Twitterpacks to geo-locate the Twitter community you want to connect with.

5. Respond: Be friendly. @Spudbros tracks what people says about them, and responds. Bad review? Hey, let us know how we can improve. Take charge of the problem.

6. Be interesting:  The most interesting business people on Twitter are not one dimensional. Sure, they tweet about work, but also expose the Twittersphere to interesting things that catch their attention.

7. Forget instant gratification: Twitter is a fast medium. That post you loaded 5 minutes ago? Everyone’s already forgotten about it (unless it gets re-tweeted). Don’t worry so much about immediate returns. Like almost all social media tools, if you plan on using Twitter for business, you have to be patient and conversational.