Keith Ferrazzi, author of Never Eat Alone, discusses social networking on CBS Moneywatch.
Good social media is sharing quality content and joining conversations. Bad use is marketing, bragging and forced manipulation. You will also want to leverage each platform with their strengths, Facebook has tremendous reach, but Twitter is instantaneous. LinkedIn (LNKD) is a business interested community. Make sure the content you create is good for the specific audience available.
Your audience will determine if the content you put out is good or bad, and you can tell by their engagement. If the content is good, you will see engagement. If it is bad, they won't engage. You serve them, not the other way around.