I cringe when I hear marketers talking about "taking advantage" of Social Media, as if that's what it's there for.
The analogy I like is that Social Media is like being out to dinner with friends and brands participating in Social Media are like the waiter. The ones we hate are those who interrupt our conversation and rush to sell us dessert before we're even done with dinner. The ones we appreciate are those who are respectful and know when and how to offer suggestions. The ones we rave about are those who learn and remember our names and our preferences, and have earned the right to sometimes pull up a seat just to find out what's been going on in our lives since we were last there, and actually know when that was.
We recently attended a going away party for our favorite food service professional who is moving to Japan to be with her new husband. We met her years ago as a waitress and followed her as she eventually became a manager.