Social Media marketing for a business, like all marketing, is all about building relationships. If you are going to ask somebody to spend money with you, you need to gain their trust.
We all share the same challenges when it comes to being a flesh-and-blood human being operating in a virtual Internet universe. On the Internet, where anything we see can be a digital mirage or impersonation, we actually look for more than one way to verify our new business relationships. It starts with putting a human face or two on your business. Take a look at your "About" page or your blog. Are there photos of you, your associates and contributors there? Human faces are good trust-builders. Facebook fueled a pretty-good sized industry out of this concept.
All your online assets need to be aligned, too. Does your website look similar to your Facebook, Google+, LinkedIn and other profiles or pages? If your online assets line up, you have built more trust. If they don't, start here; you cannot gain trust online if your brand is inconsistent.