Social media is a great way to connect with fans - but many (most?) filmmakers make a fundamental mistake with Facebook and Twitter: Don't assume that the Old Rules of marketing still apply.
As Seth Godin reminds us in a Dec. 11, 2011 blogpost, social media is NOT a numbers game. In fact, it can be fatal to focus relentlessly on the numbers.
According to Seth Godin, social media is about the relationship you have with your fans (your core audience) - not just the number of people who've agreed to be your "friend" on Facebook, are "following" you on Twitter or have visited your site.
Here's a sample of Seth Godin's social media advice: "Relentlessly focus. Prune your message and your list and build a reputation that's worth owning and an audience that cares."