Chris Brogan, oh guru of social marketing, has posted a great article about how to utilize the social mediasphere to promote your business to your target market without alienating yourself at the same time. 

There's a delicate balance that must be established. A foundation of trust that must be first laid out.  Then carefully sharing ideas to help create a two-way dialogue.  Showing that you truly care about your customer, understanding their sentiments and what their needs and wants are.  Rather than just using social media as a podium from which to shout from the rooftops about your product and what YOU want everyone to know.  We've all seen them!  You don't want to be THAT guy!

If you don't want to be that guy either then Chris' article is worth a read:

http://www.chrisbrogan.com/pirate-moves-promoting-without-being-that-guy/

by Tracy Marlowe