Create Dialogue
Most businesses mistakenly use social media as a one-way communication tool. In fact, this represents the core mistake anyone makes with social media. You must use Facebook, Twitter and LinkedIn to create a real dialogue - a real exchange of communication. To do that, you can't follow 20,000 people or have 50,000 friends. Bottom line, if the communication isn't authentic, you're fooling yourself that it's actually worth doing in the first place.
Gather Intelligence
Members of your target audience hold the key to your success, not the other way around. Use social media communication to get direct input from people on your products and services. Get them to tell you their hopes, fears and problems and, more importantly, how you can help them. While building your following, you can use social media search tools (like twitter.com/search) to spot trends and problems you can solve.
Watch Your Time
Most of what you need to accomplish with Facebook and Twitter can happen in less than 30 minutes per day. Any more time than that is a waste of precious time. Until and unless you can track business directly to your social media activities, keep a tight rein on you time.
Share Values and Fun
The number one reason anyone sends their friends or comes back to you themselves is because of value. Always remember: nobody really cares about you and your business, they only care about what your business can do for them. Share information and news others can use and you'll build a list of meaningful contacts. Put out a stream of useless drivel or "quotes of the day" and you might as well not even sign up for a Twitter account.
******you should follow top CEO's of Companies like Apple and Safaricom SO that you really understand these concepts
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