Marketing in the Social Media sphere is no different than good ole real world marketing. You must always:
1- Keep an eye out for all opportunities to spread your name
2- Make each post an expression of your brand message of quality and image (pages, posts, articles, videos, etc)
3- Track and measure to ensure you are using highest leverage channels
4- Get involved in conversations. This will expose your true service commitment and personality.
5- Bring traffic to you, never send it to another site (like youtube)
6- See the big picture and work from that view. Don’t get bogged down in the small details
The bottom-line is that you need to utilize the best tools for time-saving and “big picture” strategic control of your Social Media campaigns. There is an infinite number of ways to get involved with social media, but only a finite amount of your time. This means there is definitely a point of diminishing returns.
Even though your intention is to be a part of online conversation, remember that you are always marketing. Keep your image in mind and spread your name when possible.