A friend and brilliant retail analyst @DavidIanGray (Twitter name) is living proof that social media can be fruitful when done right. He booked a well-deserved vacation to Europe a couple months ago and before leaving sent a Twitter message (similar to the sample below) to his follower network that he would be in London and did anyone want to meet up to talk retail?
Low and behold, he ends up meeting with a UK executive that helped him land a big deal with an international company. I highly recommend following him to learn the art of online conversation and for ideas of what makes a post engaging. He’s quite a character and puts himself out there, that’s his style. You will find your own natural tone online. Point is, watch how he interacts and invites communication with others.