Listen be genuinely interested in your fans: People can easily identify those who care only to solicit themselves. They are interested and willing to engage with you if you listen and interact with them.
Communicate with your fans: Be real, talk to them, tell them your story. This is what they want, just give it to them.
Don't Sell your self, find a problem and offer a solution: Do not try and sell your services in social media. It will not work. Instead, using the above elements, identify problems in their business and offer solutions that can solve them. Social media is an intimate marketing (http://ping.fm/U3kBT)tool, don't ruin the trust or else you risk a bad reputation.
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