The More You Sell, The Less Your Sell.
Smart companies use every applicable social platform to turn customers into fans, and fans into volunteer marketers. They worry less about squeezing every nickel and click out of each tweet and status update.
The more you sell, the less you sell.
Among the disruptive characteristics that have altered the nature of business forever are; real-time interaction, every customer being a reporter, and customer service as a spectator sport. The major way that social media changes the game is through the Democratization of Voices.
Your Company Needs to Be Human… You may use the pronoun "We" when referring to an institution even though it's a single person speaking. It is however extremely important to indicate who the individuals are that are speaking on behalf of the institution.
People want to know if they're hearing from an individual even if it's that individual speaking for many people or for the brand itself.
It can be a slippery slope so keep your ice shoes on.