Peter Shankman made a good point about social media:
“…if you don’t know how to network in the first place, all social media can do is give you the chance to screw up to a much larger group of people in a much shorter amount of time.”
This requires you to be more open-minded. If you approach social media as one-sided (it’s all about you or your business) your participation will come across as marketing, not networking. People won’t consider you a value to their network, but spam. Before you talk, start becoming more aware of your industry and the people in it. Listen to the conversations and become informed. If you don’t have time or dedication to this, perhaps social media isn’t the best venue for your business right now.