I finally broke down and joined Twitter this week.

I’ve been meaning to do this for a while now and I’ve been holding back. I have information channels to keep track of as it is. But something finally spurred me to it.

It was David Henderson’s examination of the FedEx-Ketchum Twitter saga from the journalist perspective. Like a good journalist, Henderson went looking for the story. And what he found didn’t reflect all that well on anyone involved.

Reading about yet another Twitter flap got me thinking: 95 percent of this so-called news has little to do with social media transparency or PR capabilities in the Web 2.0 era. Isn’t it really about using common sense and practicing reasonably professional communication? Which, as communications professionals and business owners, is what we’re being paid to do.

So armed with my newly minted Twitter account, I decided to explore the landscape a bit more firsthand. And in this new wild west of communication, sure, there may be some new rules and a lot of new opportunity to engage people. But the old rules are still in play, too. As I read what’s floating around the Twittersphere, I wonder whether we might all ask ourselves a few questions before we start typing into that little box.

1. What’s my strategy? Social media tools are no different than other marketing tools. It’s important to know why you’re using it, how you’re using it, and how that ties into your business goals. If you’re using it for business, then keep your business in mind.

2. Would I send this to my clients and customers? If you can’t say anything nice… then, as your momma probably told you (and as Ketchum could attest), it’s better to hold your tongue. If you wouldn’t email it to your boss or your clients, then why are you typing it into Twitter?

3. Am I taking “authentic” too far? Bringing your authentic personality to your marketing doesn’t mean being the least professional side of yourself. If you’re a spokesperson, you’re still responsible for the brand image. If you’re a consultant or a business owner, you are what you put out there. Twitter is a messaging platform just as much as a conversational one.

4. Am I saying this just because I can? Do your followers really care what you had for lunch? Some may disagree with me here-and I value the conversations that can develop on a number of topics- but these are the tweets I just pass on by. There’s too much else of value out there.

5. What’s the value in this? Guy Kawasaki has written a great post on how to attract followers on Twitter. What’s so great about Guy’s advice? Almost every one of his suggestions boils down to this: add value, engage and offer something interesting to your audience.

Right. In social media circles, just as with anywhere else, common sense still rules.

Sally Anne Giedrys is the founder of artisan communications, an independent copywriting and communications consultancy that works with businesses and nonprofit organizations to craft compelling marketing and PR messages. For more than 15 years, Sally has been making businesses “sound good” in print and online through a potent combination of great writing, savvy strategy and high integrity communications. Learn more about artisan’s services at www.artisancopy.com. Or reach Sally directly at sally@artisancopy.com.