Many companies want to use social media as a channel to push marketing messages at customers, while those customers are using social media as tools to connect with and communicate with others. They have almost zero interest in receiving marketing messages via social media, so predictably, companies that try to do just that, see their efforts falter.
If you want to use social media, consider why and how your customers use social media, and align your goals for your efforts accordingly.
Remember that at the end of the day, you are wanting to reach people. Respect them and their time, and you'll be rewarded for your efforts
(emphasis added, from Why Your Community-Building and Social Media Efforts Aren't Working).
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