Reducing the Noise
One problem with the current social media soup is the high noise to relevant signal ratio. The most effective way to deal with this problem is to find accepted and popular experts in your field of interest and subscribe to their feeds. This will lead you to relevant online communities from which you can find and share pertinent advice and draw new customers. This approach will work much better than broad monitoring of many social media services because it will greatly reduce the noise you will need browse and therefore, the time you need to spend building your online reputation.