"Treat each request with the same respect you would in 'the real world'," says a report from the staffing agency Robert Half, "Business Etiquette: The New Rules in a Digital Age."
The Robert Half paper sets protocols for a range of social media, from Facebook and Twitter to e-mail and mobile applications.
"Be human when tweeting," an admonition to use a conversational tone, is a typical recommendation, and being human is the main take-away: The basic rules of relationships apply, and eye-to-eye is still best for delivering bad news.
LinkedIn and other professional networks get special attention. Complete a profile with key accomplishments, the report suggests, explain your interests when asking for connections, and participate in discussion groups to establish your authority and concern.
The author (who credits a half-dozen sources, including Janet Aronica and Laura Fitton of social media site oneforty.com) warns against "hyper networkers" and advises users not to use direct messages unless a personal connection is in place.
"Don't invite strangers to your network merely to make it larger," the report says, "and don't be offended when those you've never met or vaguely know ignore your requests."