Social media existed before you decided to engage in them. Do not expect that you know better how to use them than others that have spent hours and hours on Facebook and Second Life, for example. Before you start using or entering any application, first take some time to discover it and how to use it. Learn some basic rules and its history. Interaction and feedback are very important elements in any type of Social media, and blogs. The way to failure is by thinking that Social media is just about posting existing TV spots on YouTube or putting prefabricated press announcements on corporate blogs.