Main Point: Social media isn't a broadcast medium, it's designed for community engagement.
Take-Away Action: Pick a community and find a way to engage with them.
Be Relevant, Authentic, Responsive (That's the foundation, you hear it all the time.)
Beware of the mean (the middle, the average). Beware of the extreme.
Allow Feedback and responses from the people; respond back to them.
Don't Be Creepy
Talk to them in their backyard
85% of consumers feel companies should be present online to interact with customers and help solve problems