See the funny at: http://whatthefuckismysocialmediastrategy.com/about.html
Ummm … to answer this a tad more seriously, I would say try the following:
Be open to actual conversations (stop trying to hog the topic or force the flow)?
Have something interesting/passionate to talk about? (And no, talking about yourself and how brilliant you are does not count.)
Be willing to give attention to others? To listen to them? To be interested in their worlds?
NOT do any PR or marketing in the traditional sense? Be ok with whatever is being said, especially if they are passionately said?
NOT talk AT people?
NOT telling people what to think?