Want to get out there and bombard your audience with how great you are and how brilliant your products and services are? Or show off how much you know about a particular subject? hold it - hold it, reverse back and put the megaphone back in the box...you have to listen to the conversation before you jump in.
Analyse what people are saying about you before you comment. What is the trend, positive or negative? What age group are these people? Is it possible to find out? How are your competitors fairing out in the discussion. Plan what you want to say and make sure it is targeted at the right audience.
Different age groups respond to different messages. Younger audiences are naturally more competitive and will respond to online competitions whereas older audiences are looking for afformation that their opinion is important and that it adds to the dialogue.
Whatever your message is, make sure it is interesting and newsworthy, and of sufficient interest to others so that it will be passed on to other audiences through re-tweets etc. Remember, nobody likes a show-off, be friendly with a positive tone and interact with your audience. In order to be part of the conversation you must understand what the conversation is.