I find that the more that I help folks set up social media presences, the less I talk about the tools (which is mostly what they want to talk about). Very little Twitter, some Facebook (admittedly no Google+). I talk about the process, the why, goals and objectives.
Earlier this week, Scott Horvath of USGS summed it up perfectly. This might be my closing slide from now on:
Don’t use social media unless you’re going to be “social.” If you’re not replying, commenting, or contributing then you’re just “media.”
— Scott Horvath (@S_Horv) March 6, 2012