(1) The purpose and character of the use, including whether such use is of a commercial nature or is for nonprofit educational purposes.
In other words, are you trying to earn money or enhance your own reputation by quoting this text? That’s a danger sign! Also, did you make it clear that you are NOT the original author?

(2) The nature of the copyrighted work.
Creative work is more strongly protected than just plain information. If you are quoting a song or poem, be extra careful!

(3) The amount and substantiality of the portion used in relation to the copyrighted work as a whole.
Use a tiny amount in comparison with the original, and don’t use the most important lines or most significant section. (This was the problem in that court case I mentioned.)

(4) The effect of the use upon the potential market for or value of the copyrighted work.
This is the most important principle. Your quotation must never steal market value from the original author. Be generous with links, and make sure your readers know where they can find or buy the original song or poem.