How do you use social media sites like Twitter and Facebook to promote your business without being one of those annoying hucksters whose every word feels like spam?

Jason Calacanis, founder of Mahalo, has the right mix. When he promotes his business to the tens of thousands of people who follow him on various networks, they actually want to hear what he has to say. Here's how he does it.

"Social Media Optimization," I guess they call it, has become a very big term. I think rightfully so.

It's kind of icky to think about social optimization--optimizing your friends and relationships--but it does go back to building the brand and being the brand. There is no separation between you and your business.

And there's becoming less of a separation between your business life and your social life. So people know me as much for Torus and Fondue (my dogs), the Tesla (the car I drive) and the company I run. And I'm okay with that.

I put out little nuggets of my life. I'm playing poker with this famous person. I'm at Paris Hilton's house. I'm driving a Tesla. I'm walking Taurus and Fondue. I'm at Sundance. Little nuggets of what I'm up to. I'm making cassoulet.

I've had more people talk to me about the cassoulet we made over the holidays than Mahalo. But it's an authentic conversation. People like cassoulet. People like duck confit. And it's fun to make.

If you use your social presence strictly to promote yourself, people get bored very quickly. I probably am 50/50 between my personal life and my professional life on my social media presence.

And I think that's the new guerrilla marketing.

This is one in a 4-part series of videos with Jason Calacanis. Come back to Mixergy.com next week for the next video.

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