Spending your “social media capital”

Are there rules about how you can use your social media influence or capital for the good of your business or clientele?

For example, as I have blogged before we are working with Richmond’s own Carpenter Co. to help publicize a blog about the people Stephenville, TX and their dreams for the future. Are there rules about how I can use my own social media influence, for example this blog, my personal Facebook fan page, my Twitter followers as ways to publicize the blog?

That is the question that is coming up more and more internally atTHP as we delve into social media practices for our clients.  For example:

• Is it okay for me to Tweet about the blog or just retweet a post by @dream_bigger, Carpenter’s Twitter persona?
• Is it okay for us to post a media placement we placed for a client without mentioning in the Tweet that they are our client?
• Is it okay for us to do some of the same in the status of THP’s Facebook Fan page to reach its fans?

On the one hand what good is the social media influence that you have built if you don’t use it?  On the other hand, at what point do fans and followers get sick of you just being a shill for your business interests.  On the third hand, can you strike a balance so that you can accomplish your business goals and still be able to look at yourself in the morning. (On the other hand, four fingers and a thumb.  I know, old joke.)

In the coming days we plan to sit down as a group and explore these questions since they are critical to our business and our clients.  We are not alone, there are many out there using their well-earned capital in the same way.

Are they right in doing so?  I’d love some thoughts and opinions.