DISQUS

To me at the core of being a "social media expert" (if there is such a thing) is the nature of understanding what does one want from the communication that Social Media channels enable us to have. In short, why do You want to communicate with Me, and what is the greater point of it. Knowing that seems to take the approach to Social Media and learning more about it to a higher level
A

You are describing the ideals of great marketing. The best marketing strategy in my opinion is that if honesty, transparency, and clearly defined vision. In this specific case -- when personality supports and goes with the business and the team, as opposed to going against it -- you usually get twice more work done, everyone is happy and that benefits everyone.
Andy

Jacob,
These are brilliant questions -- i love this post.
I look at my social networking efforts (twitter, facebook & linkedin) as an a potential link or a tie to real world, real people and real solutions. But i treat these networks with the same approach that I have in the real world -- and to me its the key to this answer. In other words i don't scan page by page looking for facebook friends, don't invite people to join my network just because they are out there. I try to seek out the 'like minds', whether i know them or not. Sometimes this model works, sometimes not. But i must say, I am very happy when a social network 'friend' or connection ends up being a real world connection as well.
Like most things in life, the quality of these online relationships depend greatly on trust, honesty and personal transparency.

Andy