The goal when engaging on social media sites is to punch through the noise. In order to do so, more importantly to get through to the target audience, offer meaningful and relevant content, useful and interesting information and be original. Providing original and current content and taking the opportunity to demonstrate your own value and expertise in a specific area will carry you and your content.

Take time to think about the individuals you follow both online and offline. Include print reporters, news anchors, personalities, and industry leaders then ask why. Is it the connection they make with the audience, is it the depth of the information, the thought provoking or entertaining way they deliver it? Then apply the same standards to what you put forth as an individual, organization or company.

Another important and often challenging key to slicing through is consistency. The demanding nature of public affairs and public relations...the "what have you done for me lately" has an even higher demand in social media. Like a comedy club audience can turn on a comedian based on one bad joke, once you stop consistently providing interesting content you'll lose your audience as fast as they came.