To me it is really simple, if you want to stand out then do what most others are not doing, actually be social when using social media. Put on your human face, and look to make friends and build relationships. It is not about how many will actually look to do that with you, but that you make that a part of your social DNA for the world to see.
A simple example… before responding to people on Twitter, look at their profile, refer to them by name, mention something personal about them that’s in their bio. Use social to be social and make a human connection. In my humble opinion, commerce is coming full circle and people once again want to know the merchants they deal with, be known by them, but not to just sell them more product… to deliver “value,” and show their humanity. #RonR #H2H