Tweet often. You won't get many (or any) followers if you tweet less than once a week. If this sounds like you, you shouldn't be using Twitter. To build followers, tweet as often as you can; keep the content relevant and interesting.
Think outside the box (or platform). Don't rush to join every new social-media site. Pay attention to those with a good reputation and the ones popular with your target audience.
Who's tweeting who? Ignore those who tweet your brand at your peril, particularly if they're having a moan about your product or service. HMV anyone? Taking the time to tweet in a timely manner can make all the difference to your brand's reputation.
Ask, don't beg, to be liked on Facebook. Don't overdo it: requests for "likes" should be light-hearted and to the point. No one "likes" a brand that is trying too hard to be "liked".
Integration is the name of the game. Don't rely on your team to do the social networking or generate content: include all divisions of the company in your social-media plans. You might just learn something new, too.
Talk like a friend, not a brand. So said Mark Zuckerberg, and with his track record, it's hard to argue. "Humanise" your team by introducing them on your Facebook page, for example, or using team blogs.