When working in social media try to remember it is not the ME ME ME show. Online social interactions, like real life, should be a mix of various topics. If you spend all your time talking about you, your company, your services, your latest book, etc, then you are missing the point.
If you want to really make an impact on social, learn to engage and interact with others. Make sure you comment on posts by other, like, share, have conversations, and retweet. Keep your posts in line with topics your target customer would be interested in rather than all about you.
Use this tip everyday and you will start to grow a community of fans and followers that trust your input and look forward to your content.