Its no secret these days that social networks helps reach customers, but there are ways to go about it and there are ways to not go about it. When talking or writing about your product or service, we always want to make sure we tell people what it isnt, but sometimes that projects the wrong message. Make sure you are talking about what your company or product does and is, rather than what it isnt. Sometimes in a political race an opponent wins a race because so much (perceived negative) attention is given to him that the public actually thinks of nothing else but the opponent, and he wins.
This approach will work in every network and every industry. Make sure you are talking positive about you and your product or service and a lot less on the negatives and your competition, in fact I would recommend not saying or writing anything about your opponent on your website or social network. Remember, any press is good press, so dont give your negative aspects or your opponent any press.