I see many business jumping into social media with out first looking at their Brand and more specifically what value they bring to their audience. In most cases, this causes very little results. If you first align, your brand your results will be much greater.
It is critical to ones success that a solid foundation for your business be set before spending much time in social media. Time is so important and worth so much. With that being said, grinding away in social media with out a good plan, that presents the businesses brand and value, it can be a huge waste with very little results.
You have to ask yourself, what makes you distinct to your audience, what makes you relevant to your audience and what makes you memorable to your audience. There are more questions to be asked, but this is a good starting point.
Start aligning the answers to these questions with the value you have and bring more value to your social media. Give some of that value and wisdom away. It will come back to you tenfold. Social media is largely about sharing. Share your value.