There is a growing consensus that a company with limited resources for social media marketing should focus on fewer media channels but be deeper in those channels for maximum impact.  This means not trying to have a presence on very audience touch-point but rather cherry-picking the few that will be aligned with your company culture, business model, and desired goals.  The “deep” aspect means taking advantage of the medium, using it to its fullest, and truly interacting with your audience on a regular basis - for the long haul - not a temporary campaign.  When you merely have a Facebook page but do nothing with it, or don’t maintain an active participation, your fans will be turned off by the apparent lack of sincerity to engage and respect their time.  Respect your customers and rely on them for how to improve your business or service. Give them compelling incentives to get on your Twitter or Facebook account - regularly. Have a direct dialog, build a rapport, reward loyal fans and followers, be genuine, reward and thank your fans for spending their time and money on you.