Scott Stratten, also known as @unmarketing, spoke at BlogWorld 2012 about being great on social media. His presentation was themed:
“Social media is not about being everywhere. You just have to be great where you are.”
When taking to social media to promote your brand and your content, it seems as though if you're good, you're great, but if you're bad, you're really bad. Scott Stratten added to his presentation that "being great on social media only really requires you to be average, because everyone else sucks."
That said, he addressed the "7 Deadly Sins" of social media: Gluttony, Pride, Sloth, Greed, Lust, Envy, and Wrath. Sound familiar? Check out this post by PR Newswire to see them in the context of social media strategy.