When engaging with friends, fans and followers through social media, don't forget to be social.

They type of communication is without a doubt different, but the one element that we have almost been conditioned in business to forget is the personal piece. "It's not personal, it's just business," is a grossly misused and misunderstood statement. It's meant to refer to handling business matters in a professional manner with the least amount of emotion invoked.

Let's take a moment to explore that statement. Marketers, public affairs professionals, public relations professionals, fundraisers, all agree that putting a face on an issue, a product, a brand, a message is one of the most effective tactics. Why? Because it invokes emotion. The very best employees are those who are all in, those who have what? An emotional connection to the company or a superior in the company. Everything we do is personal, we work with people, we sell products to people, we deliver messages to people, we pitch ideas and develop products to people.

Personal connection and emotion are also essential to social media. Avoid pushing out information into the e-tmosphere, talk with people not at them, share information, view it as a two way street and seek to make a personal, social connection.