Social media requires getting the fundamentals right such as understanding your goals and audience. It is about engaging in conversations, not one-way spam. Listen to your audience and be prepared to have your content ignored if you are only interested in direct sales. Follow etiquette and norms within different communities to make a good first impression. Commit sufficient time for ongoing engagement to build relationships over time through valuable and frequent updates. Focus social media use on appropriate platforms that complement your objectives while maintaining a consistent message across all channels.