Social media is great for getting conversations going. While you should be contributing, don’t simply pose a question to your network, and then disregard the responses you get. If someone makes a thoughtful point, respond to it. Re-post it and elaborate on it. Take the topic to a new level. Some of the most valuable information out there is found when people come together to express their points of view. One of the key things to remember is that social media is social; the more people talk about something, the more of an impact it has. The more you perpetuate the discussion and make intelligent contributions, the more respect you’ll command from your audience.
Remember it’s not all about the numbers. Sure, to a point you should keep your follower in mind, but it shouldn’t be the top source of motivation for your posts. Whether you’re in the PR industry or not, the real motivation for posting should be building relationships with new audiences, and maintaining relationships with old ones. Social media ROI is significant, but only if you weigh qualitative aspects more heavily. It’s easy to “Like” a Facebook page, and it’s just as easy to hide it from sight. You’re still quantifiable as a fan, but qualitatively you’re not actively engaged or listening.