Q: Do I really need to have a lot of Twitter followers? What good do they do a small business guy like me, and if I do need them, how do I get them? — Billy

A: There are many reasons why someone would want more Twitter followers, but the first thing to realize is that sometimes, quality beats quantity. When you see some of these people with tens of thousands of followers, one wonders what it means. Do people really follow this fellow? If so, how closely? Maybe they don’t and maybe it’s a charade.

So for starters, far more important than the actual number of followers you have is the quality and connection you have with those people who do in fact follow you. Social media is all about making connections and networking. Think of a mixer at your local chamber — is it more valuable to come home with a lot of business cards in your pocket or having had one long, great conversation with a potential new business associate? Of course the latter is preferable and that’s the point. Lots of connections may look good, but actual connections are probably more valuable.

Having said that, an increased number of followers also can have its advantages. For instance, having more followers offers you the opportunity to meet more people, many you would otherwise not meet. That, in turn, can open up new business opportunities. While having quality followers is a first priority, it also is true that having some quantity of followers is important as it spreads your name and brand to new and varied people.

One other reason to get more followers is that there is some brand equity that comes with having a lot of people follow you on Twitter, or similarly be your friend on Facebook or your connection on LinkedIn. Shallow yes, but true. Having thousands of followers looks better to some people than having scores of followers. So here is how you build up your Twitter follower base:

1. Tweet well. The first and most important thing you need to do is tweet smart. Business people use Twitter to learn new things and meet new people, so be someone that people want to meet. Tweet interesting articles by using a tool like Tiny URL to reduce URL address length and offer insights, tips, quotes or pictures.
2. Follow more people. The “twitaquette” is that people follow people who follow them. That is, if you follow someone, they should follow you back. This is not always true, but you can tell if someone follows this unwritten rule if their number of “followers” and “following” are roughly similar. If they are, it is a pretty safe bet that if you follow them, they will follow you.
3. Follow the leaders. You know who the leaders in your industry or area of interest are, so go over to their Twitter homepage and see who is following them. Click their link of followers and you will find a goldmine of people interested in what you are interested in. Follow selected people on that list and again, because you already know that they follow people in your industry, the chances are high that they will follow you, too.
4. Use hashtags. In the world of Twitter, hashtags — # — are used to create discussions. For instance, #SmallBiz is where you can find lots of great small business tweets. People add hashtags to their tweets so as to drop them into the proper Twitter stream. Therefore, by searching Twitter for hashtags related to your business, you will again find good people to follow. Follow the ones you like, and they will follow you. It’s really that simple.

Before you know it, you will have met a lot of new people, made some new connections and built your online credibility.

Editor’s note: “Ask the Expert” is a small-business advice column written by Steven Strauss, one of the nation’s leading small business experts. His articles first appear each week in USA Today. The new edition of his book, “The Small Business Bible,” can be purchased online at www.amazon.com. Should you have a question for “Ask the Expert,” please contact Strauss by e-mail at sstrauss@MrAllBiz.com.