If you've got it...

I think there's a lot of misunderstanding of how to use social media from a business perspective. The two big concerns in any business are customers and advertising, either getting the name out there or using the business to advertise for others. Social networking is perfect for both of these, so it benefits the business by increasing the number of people coming to the business, whatever that may be, and by giving the business more outlets to reach more people. For instance, with a media company, like a television network or a radio station, the information that comes from social media sites is important because it allows the company to show its advertisers, the source of revenue in this case, to see how many people are directly impacted by the station, and not just invisible projections, like with Nielson ratings or Arbitron numbers. It just serves as another way to market the business at little to no cost.
The other major benefit is increasing the audience, which, granted, will happen slowly. The big points of bringing in an audience are that sites like twitter and facebook help with a businesses word-of-mouth advertising and relationship marketing, which increase the customers. Word-of-mouth is the best advertising out there because its free, and its the most effective type, since people will listen to their friends and family more than they do a television or radio spot. With these websites, word-of-mouth can spread farther and faster than ever before. This is one of the ways that relationship marketing comes into play. When a company builds a relationship with its customers, they're more likely to return, benefiting both parties. So these networking sites give the company a way to put an actual personality to the business, so its not just a faceless organization. Relationships can be created by the connections created by conversations initiated through twitter and other similar sites. It builds the relationship, and makes the business look better. Customer service is the key point here.
So, with that in mind, the best way to put this info out there is to advertise what you have. Push your product, whatever it might be, as often as you feel comfortable. Also, open up discussions. Get other people's opinions, tell them why you agree or disagree, engage in a conversation. The main point of all this is to provide another platform to be you. If you're a funny person, let it come out, if you're a positive person, show that. Its fine to be negative, if that's what you feel like. You can't be disingenuous with this stuff, because people will know it. Represent yourself, be open and be honest. All this is, after all, is just another way to market yourself to whoever might be listening out there.
On Twitter, for instance Buzz Bissinger talks about sports controversies and politics, while reminding people to read his column. Buzz Aldrin tweets pictures and information about space and science.  LeVar Burton mentions his upcoming projects and trips. Bomani Jones got a job partially because of twitter. Kevin Durant uses it as a way to break news about himself and to connect with his fans. Social networking allows us to take control of our media, and to share like never before. Don't be afraid to use the opportunities presented to you.