The number one thing to keep in mind when social networking is to be genuine. Even if your ultimate goal is self-promotion, unless you participate in conversations and treat your online community as you would your real-life friends, your efforts won’t be successful.
Be positive, warm and open, while respecting the boundaries and nature of your organization. Share your own content (tweet your headlines, post teasers, etc.), but be sure to share other valuable content as well. Tell your online friends about other sites, businesses and products you like, and comment regularly on the content they share as well.
Always respond when someone “talks” to you. Never leave a comment unanswered. But don’t overdo it! Over-using social media is called “being loud.” Just as you wouldn’t want to talk too much in a social situation, don’t talk too much in a social networking situation.