Why do you do what you do? What drives you to get out of bed every day and carve another notch in your career post?
Hopefully the answer is because you enjoy and believe in what you do. If that is your answer, social media is exactly where you need to be. If you believe in your products and services and you are passionate about it, social media is a platform for you to convey your passions to existing and potential customers. Once you have buy-in from your audience, they will virally spread the word about you and your company.
Customers can offer you the best, free advertising in the world. They are an authoritative voice on your business, and are trusted by their friends and family. Use social media to keep yourself top-of-mind and arm them with the information they need to speak intelligently about your business. Social media is about developing a two-way conversation with existing customers, and introducing yourself to potential customers. In order to engage people you have to provide value. People don't want to hear your sales messages every three seconds (in fact, research shows for every sales message you broadcast through social media you should nullify it with 8-10 non-sales messages.)