I don't believe you can be successful if people do not get a true sense of who you are in business or in your personal life. People want to do business with who they know. If you attempt to put forth a false image or representation of yourself, I think people can sniff that out, in the same way dogs can sense who loves them and who does not.
If you look at the popularity of golf in the corporate world, I think that it occurred because companies got an opportunity to see people handle themselves under stress. Was that person honest about their handicap? Did they ask for a few mulligans? Did they blame the wind for a bad shot?
Social Media is no different. I like to say that nobody buys anything important from a stranger except for gasoline and Gummi Bears. If you cannot give your audience a sense of who you truly are, and gain acceptance for same, good luck getting them to sign on the dotted line.