Here are the top tips from Web 2.0 NYC:

• Be real.
• More interactions are key- responding to comments generates more of the same.
• Size and engagement are key metrics, although engagement is more important than raw size.
• Don’t buy fans– it’s poison.
• Social affects search because Google overweighting social results, especially real-time.
• Don’t auto-post to Facebook from Twitter– Facebook is shutting it down.
• Customize your message to each platform.
• Use the data– you now have fan-level data to inform your marketing and be more personalized.
• Be real-time– don’t sit for a week.