1. Social media is social. Being a social person helps A LOT. If you are a small business or are starting your own business and are too busy or consider yourself an introvert and the thought of socializing is not your thing, I would advise finding someone who can assist you and/or be social for you. There are a ton of social media experts out there who consult and or provide services to do the job of "social" for you.
2. Research how your business competitors are using social media. Are they using the popular networking sites like Facebook, Twitter and LinkedIn ? How are they representing themselves and their company? Who amongst them do you feel are being the most innovative, exciting and engaging ? Try to learn from these companies. Again, social media is social. Ask yourself if your business would be the popular kid in high school or the one that no one knows exists? Being friendly and nice go a long way.
3. Most people, myself included, are inpatient. They want what they want and they want it now! Have you ever had a new lover and felt that rush of excitement when it really "clicked"? When you first venture into social media you will find yourself getting very excited when you get some friend requests on Facebook and people want to follow you on Twitter. Beware the instant infatuation with social media ! Sure, it can be lotsa fun, but it's also hard work. Just like the giddy rush you get with a lover, after awhile that feeling will fade and you will need to work on the relationship in order to build trust. This applies to social media networking 10 fold. Social media takes effort and the ability to develop the "dreaded" quality of patience. But if you hang in there and work at it, and people, clientele and other businesses learn to trust you, a long and lasting connection will result and that is what can help your business grow.
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