Mike Hyatt, CEO of Thomas Nelson has a great how to for setting up and using Twitter. For those of you like me this is the guide to use. Mike's philosophy on social networking is you have to use it and experience it in order to pontificate on it. Obviously, understanding all social media tools is also critical to understanding how customer may/could/do interact with your content.
And while you are there, check out his "what I have learned in four years of blogging"