Here is a thought: The best and most effective way of doing a good job in social medias is NOT to get a lot of friends or followers in your online accounts. But to spend time doing analog stuff.
The stuff you did even before there was any social medias. Just doing your job. And if you consentrated on doing it in a suprising, fun and engaging way, people would hopefully love it and talk about it.
It is far more powerful for your brand to have 10 000 people tweeting positivly about you, than having 10 000 followers in your twitter account.
(they would probably follow you too, but getting followers online should not be you primary consern).