Social Media levels the playing field for brands of all sizes. A local diner has the same level of access to their target audience on social media as a multinational chain restaurant.  The key to success on Social Media is to follow these simple guidelines:

5 Keys to Successful Social Media Marketing

1. Be real. Get personal and be open with your audience. Of the consumers in a recent Harvard study who said they have a brand relationship, 64% cited shared values as the primary reason. Many brands have a demonstrable higher purpose baked into their missions, whether it's Patagonia's commitment to the environment or Harley Davidson's goal "to fulfill dreams through the experience of motorcycling." These feel authentic to consumers, and so provide a credible basis for shared values and relationship-building. To build relationships, start by clearly communicating your brand's philosophy or higher purpose.
2. Give fans value. From information to special deals, give fans a reason to "like" you.  57% of people "Like" a brand on Facebook to receive coupons or discounts (Mashable). 92% of Twitter users will retweet a post if it contains interesting content. Give value to your followers, and they will thank you by building your brand.
3. Create a credible profile. One social media marketer commented: "It is better to have no presence than a crappy presence."  I'm not sure if I completely agree, but there is some truth behind it. What can you do to avoid a 'crappy presence'? Fill out the profile completely.  I never follow someone on Twitter without a photo, or Like a business that doesn't have an image.  Even if you forget or don't have the time to regularly update, a complete profile will make your business much more searchable.  Be sure to post, even if its not every day. Profiles without any tweets, status updates, pins, etc. are much less likely to look credible.
4. Don't overwhelm fans.  Consistent  posting is important. But too much of a good thing is still too much.  Everyone has one (or several) people who post ALL THE TIME, until you are forced to un-follow them or risk losing your sanity. Don't be that person, and definitely don't let your business! One or two posts a day for Facebook, one an hour for Twitter are good rules of thumb. But basically, you should only post when you have content you know your followers will find valuable.
5. Keep track of results.  Over 30% of marketers that spend millions of dollars on social media each year do not track results. Don't throw your money away. Find out: Are people visiting your website from your Social Media pages? Are they recommending you to their friends? Are they using coupons or discounts from your social media offers? Do they like you before or after they buy a product? Are fans more likely to be repeat customers?  Ask the questions- survey, follow up with buyers, use metrics provided by social sites, and use your website analytics (if you don't have any, install something like Google Analytics).