This article is spot on. Keeping it simple, focusing on the basics and most importantly, remembering what your customer is interested in.
So many times brands seem to forget to simply share information that's of interest to their audience, and get caught up in the idea that pushing their messaging, products and services is what they need to be doing. Generally, that backfires and ends up alienating the people the company is trying to speak with. Keeping the 'social' in social media is one of the most basic ideas, what it was initially formed for, and is the best advice I can offer to any business.