Remember that social media is a means to an end, not an end in its own right. (Unless you are a PR agent who’s business is selling social media services)
You are here to attract new people to your offering always remember you have actual work to do. Products to sell, a service to deliver. Keep an eye on the time you spend on your social networks and ensure that it is kept in check. Set yourself timeslots where you update and respond.
Stephen Covey refers to a woodsman who is to busy cutting wood with a blunt saw to take time sharpen it (thus reducing his effort) so he continues to work hard. If he were to stop to talk to everyone that walks past about the logs he was producing he may get lots of interest but may never cut any wood to actually sell.
Sharpening your social media saw is really a case of ensuring are being efficient about what you do so that you still have ability to service your customers once you have attracted them.
References and Inspiration in 7 Habits of Highly Social Media – Intro