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In case you receive spam tweets,  you can report it via Twitters interface. Read more at https://support.twitter.com/entries/64986-how-to-report-spam-on-twitter Most Twitter apps, such as Seesmic, also has built option to report spam.

Around 2008, advertisers realize they can hack the Twitter firehose, by searching for keywords and immediately advertise their product/services in reply to a tweet. Spam has arrived in Twitterland.

How to be effective in advertising in Twitter without resorting to spamming? Social media marketing is not that different from brick-and-mortar marketing, really. The only differences is the fact that the reach and responsiveness requires the marketer to be very responsive. There are some differences such as a shorter attention span, and consumers seeking relevant information. Nothing radical as we see these differences as we move between different mediums such as printed press, radio and television.

Social graph - the really powerful part of Social Network is the word "Social". As a marketer, you can tap into the connections between people, to add weight to your message. Instead of reaching out directly to all potential leads, built upon the goodwill from existing customers, and have them recommend your products or services. This element of trust will increase the likelihood of the message recipient making a purchase.

As a consumer, what do you like to see on social network?

Useful, relevant information. Provide useful tips, links to articles and how-to pages that will help make the customers life better.

Ask a question. Unlike printed media or television, you can ask, and expect to receive instant replies on Twitter. That is how you increase engagement and increase trust.

Send exclusive, time-limited offers. Forget Groupon. Why not use Twitter as your own Daily Deal channel?

Be responsive to your followers. Answer their questions. Provide relevant suggestions. Let them know that there is a real person behind the Twitter handle.

Avoid over-promoting. Simply by engaging your Twitter followers and building up a large following, you are already promoting your brand. Make sure the Twitter accounts bio contains link to your website, or better yet a landing page with an effective call to action.

Use hashtag - make yourself discoverable.

Be consistent - Stay on the same message. If you are selling cookies, and you also tweet about the weather, politics and the latest social network, wouldnt that confuse your audience? For example, if I follow @BarackObama, I will be most interested to know about USA current issues, politics and foreign affairs. I am not so interested on his views on NBA teams, Googles share price, etc.

Be personal - Whilst you want to be consistent with your message, you also want to build up trust with your followers. Whilst that may be difficult to achieve using traditional media, you can do so effectively by tweeting personal updates. Your audience will know there is a real person, rather than a cold company tweeting facts all the time.

Its one-to-one - Once you have amassed a large following, it is easy to think that twitter is a loudspeaker to get the message across to as broad an audience as possible. Make use of the fact that you know and can personally connect with each of your followers. Connect with them on an individual level.