Be genuine! The biggest mistake new companies with their social media marketing is that they get way too excited about themselves and forget to care about their followers. Engage in honest and open conversations without flogging your product or website in every tweet or post. Show your followers that you care by encouraging them and thanking them. They will be much more likely to share and retweet and that means your targeted market grows more quickly too. Show a genuine interest in knowing, sharing and learning as much as possible about your product or service. You want people to think about you every time they think about your field of expertise. Have fun, show your branding's personality but also remain professional at all times. Good luck!