Use Social Media to Earn Trust

Use social media to build mutually-beneficial relationships between you and those on the receiving end of the content you are sharing there.
Earn their trust by putting yourself out there, taking your audience members behind the scenes and helping them get to know you and your colleagues.
Be transparent. Be authentic. Be authoritative. Be supportive.
Be easy to approach and quick to respond.
Be much more personable and far less promotional.
Be willing to give more than you get.
Personally, the more people see your selflessness, the more they will want to follow you and support you.
Professionally, the more people get to know about you and your business, the more likely they will be like you, respect you, and if the products and services you have to offer are of interest to them, do business with you.
Use social media to show the human side of your brand, corporate or not.