Everybody seems to think that social media has completely changed the game, but it hasn't. It is just another platform for consumers to communicate their opinions... and gives you all the more reason to focus on proven business principles (like providing remarkable value).
The notion of connecting directly with fans on social media is a fad. I know not everyone will agree with me here, but the fact is... e-mail marketing is far more effective for communicating your message. Moreover, if you are delivering real value to your customers... then you can easily switch over to social media if it becomes more effective (true relationships are never platform specific).
It's great to encourage your customers to recommend you to their social circles. However, trying to connect with everyone directly is not an efficient use of your time (it's a one-off gimmick at best). Feel free to watch my video about this for more details - Social Media Misconceptions and Conan O'Brien.