To recap: in the first in this series we addressed how to listen. We then went on to talk about getting involved in the second part. In the third part I spoke about the need to give up control. These posts are meant to be read in sequence.
In the fourth part of the series I'll address what you say. It is fairly easy, no matter what platform you are using (twitter, facebook, myspace, ning, blog, etc) be completely honest.
The reason is that in the end the truth will out. If you have not been honest it will come back to haunt you. Remember that unlike the vegas axiom that "what happens in vegas stays in vegas" what happens in social media networks will haunt you forever. A twitter example may be appropriate here. You may spend a significant amount of time and energy building your brand on twitter and acquiring the right kind of followers. One wrong tweet may sully your reputation for quite a long time and lose many of those followers.
Also don't try to sell something to a new follower, get to know them first. You'll get a feel for who would be open to a link to your site and who won't. In the second part in this series I talked about giving more than you get. This means yes you can post a link to your blog or website, but make sure you share 3x more information that isn't about you.
For instance, deciding to set up an auto DM (direct message) for new followers with a plug for your product in it. This is a definite no-no. Although a DM is only seen by you and the person you sent it to, there is a very good chance that the receiver will unfollow you.
Series of 5: Parts 1, 2, 3, 5