Social media networks are cluttered with corporate misfits that use Facebook and Twitter to bombard customers with ads.

But blanketing those sites with countless promotions just to reach the eyes of millions of users is the wrong approach, experts say. Companies large and small must focus on how they approach these sites and how they relate to potential customers, they contend.

“Honestly, companies need to stop looking at their customers as numbers, and they need to start looking at them as people,” said David Murray, president of the Social Media Club in Detroit. “You want to make sure you’re not on Facebook just to be on Facebook.”

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Marketers learning how to use sites like Facebook, Twitter