As a business, why are you signing up for social media?
Are you doing it because it's the next big thing? Is your plan simply to have a presence? Are you signing up because your competition is? You shouldn't be.
I guess this is what I really want to know is, why sign up and create a presence if you aren't going to do it right?
If you're just vomiting links on Twitter or only talking about yourself on other outlets, what's the point? When does the social in social media come in? Where's the interaction with your followers, readers, or viewers? Where's the clue that reveals you're truly interested in doing the work necessary to make social media work for your business?
Your customers want to know.