Think like a publisher, not a marketer.
Social Media are tools, Real Time is a mindset.
You can buy attention (advertising). You can beg for attention from the media (PR). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuable and then publishing it online for free.
Nobody cares about your products (except you)
The urgent can drown out the important.
Focus on your buyers and your buyers problems