James Debono cuts Twitter down sharply:

If you wouldn’t do it while standing on a crowded bus, then you wouldn’t do it on Twitter.

In other words stop dictating to CMO’s that Twitter is a sales tool. It’s not. And worse, many web professionals make their Twitter accounts more annoying then the cologne spritzers in Macy’s who assault you by giving you a golden shower with their latest overpriced chemical stink spray. (Then proclaim to you how “delicious” or “fresh” their notion is suppose to be.)

“Social networks are not direct sales tools. They are places where you can develop a community of people who are interested in your brand and what it has to say. Not everyone in the community will spend money with your business, but that is OK. If they like what you say and share it with other people, more people will become aware of your brand and grow to like it.

Social media for business is about getting people to like, know and trust you. The more you communicate and have two-way dialogue, the more you will humanize your brand and grow a reputation in your niche.

A rule of thumb for social media etiquette is this: If you wouldn’t do it in the real world while standing on a crowded bus, in a restaurant, or at a convention, don’t do it!”

Source: James Debono is a small business owner and Internet entrepreneur. A version of this article originally appeared on JamesDebono.com.