In part one of this series we discussed the basics of Twitter, as well as how a business can benefit from Twitter through listening. While listening is always the best and most important way to use Twitter to benefit a business or organization, it is merely the first step. In part two, we will discuss marketing measures to take advantage of Twitter's growing popularity that are a bit more proactive.

While it is true that a lot of people use Twitter for personal connections only, there are many out there who feel that a nice blend of personal and professional information is their cup of tea. In addition to personal status-type updates (i.e. "where I am," "what I'm doing," etc.), these users like to include information that relates to their field of business. Because Tweets are limited to 140 characters, these bits of informational wisdom are usually represented through links.

As any Internet marketer worth his salt knows, links are valuable. The practice of link-building is a key part of search engine optimization (SEO) and is necessary in order to create a venerable web presence for companies of all sizes and industries. Because Twitter users often post links to Web sites that relate to their fields of business, this can be a great opportunity to link-build when approached in the correct manner. So, the next question is: "how can I get links to my site on Twitter?"

The first and most obvious method would be to post the links yourself. Although this method has some merit, it should be used with caution. The main SEO benefit of posting links to pages on your site via your Twitter account (or even your company's Twitter account) is that these links will most likely be relevant for your network. Chances are good that your followers are interested in the same topics that are pertinent to your business. However, you might run the risk of sounding stale. Even if your most dedicated followers continue to click every link you post, most people will lose interest if all your Twitter account brings to the table is self-promotion.

The alternative is to find other people to post your links for you. Specifically, influencers who have incredible bases of followers, and engage in a field that is close to your business. These social media stars are everywhere and, for one reason or another, have gained the trust of tens of thousands of followers. Just like print journalists and radio DJs of past decades, having Twitter's heavy-hitters on your side can bring good things.

How you ultimately build relationships with influencers on Twitter is up to you. It is probably not a good idea to direct message one of these individuals with a link to your site and request a re-tweet. Start slow. Begin by following the influencer and check out the kind of content they are broadcasting. See how their style and tone relates to what you have to offer. Then, start a dialogue with them. Ask them questions about what kinds of products or services they like, and why they like them. If you notice an interesting post they made, re-tweet it. Then, only once you have established a relationship, consider sending a link promoting a press release, new product or service.

Your link might not get around the first time, but if you are willing to put in the effort, it may wind up on hundreds of thousands of potential customers' screens. If you are looking for more immediate results, you can also add "Tweet This" type links to your web pages. These messages act like little hints encouraging visitors to your site that you want them to spread the word.