I think it all comes down to relevance and engagement. We all have communities that are interested in our stuff. Where we  get bogged down is trying to compete with the noise by being present, but not relevant. This means posting content that serves the company and not the "followers".  This game is not about selling (at least not obviously).... Its about influencing and engaging the audience that values your expertise.

One other thought is ensuring that you understand how to compete in this space, which is about connecting the dots with all your marketing efforts. Social cannot (generally) exist in a vacuum and when you look at all the communication strategies you currently use and add social, you make them all more effective.