Social Media: Don't Promote. Participate!

Michael Gilbert liked Chrysi Philalithes' short set of tips on organizational use of social media. She has five tips, but if you can grasp just the first one, then I think you'll probably do just fine:
(1) Don't promote. Participate! (2) Know your audience and let them get to know you, the person, not the company. (3) Let go. (4) It's a marathon not a sprint. (5) Extend your reach.

http://news.gilbert.org/clickthru/redir/6524/108534/rms