When it comes to tweets (twitter posts) and status updates (FB posts)… less is more. Too many posts could be considered spam, and that is the last thing you want.
Quality is key.
You can follow/friend request as many people you want, but your actual posts should be limited to only things your followers/friends would find useful, interesting, or relevant.
For example, if you find a great article online and want to share the link, this is a great twitter post idea. When you launch a new video on the website and/or youTube, your tweet should be in the form of a thank you to the person for saying such nice things.
What about buzz?
I would suggest skipping the gimmicks mentioning buzzworthy terms like swine flu, etc. It may send a short term spike in traffic, but in the long run, it will hurt more than it helps (unless you are telling people that you are the only chiropractor in town that DOESN’T have swine flu! Then, it’s relevant AND necessary info that will build business.)
Here is an excellent list of guidelines that I found for more info: http://www.rollingout.com/v2/ro_today/082109/facebook_and_twitter_promote_business.php
The bottom line is this: It’s STILL all about relationships between people. Twitter and Facebook are merely ways that make it easier to extend your personal relationships to your online network.