social networking is a different ball game, You need to build a reputation, how can you do that? by sharing your knowledge and expertise with others, by exchanging ideas and information, by passing on useful and interesting contents. follow or befriend people related to your line of business. once you build a reputation, people not only will follow you but also will listen to what you say. Don't focus too much on promoting your business, you can do that occasionally, you can inform about your new releases or launches or any new products etc. You should show more interest in participation and building a massive network.