1. Share Frequently
Don't let weeks pass between tweets and FB posts. Brands that share consistently have a better following than ones that only use social media sporatically. Social media is a direct channel to engage directly with your customers in a way that is more authentic than traditional media. Don't pass up the opportunity to increase customer loyalty through these outlets.
2. Entertainment & Inspiration
Inspirational quotes and photos make a brand feel more authentic. These tactics increase the likelyhood that posts will be "sharable" which is more valuable than likes and followers, thinks of "sharablity" as the digital version of WOM.
3. Promotions & Web Exclusives
Launching a "first look" or Twitter-only deal makes the customers as if they're in the inner circle. Do not underestimate the power of social posts to increase ROI. A good example of how to use social to create sales is Lolly Wolly Doodle using Facebook posts as a tool for immersive customer engagement.
4. Be Responsive
Reciprocation is key. Respond to others in your network and keep up with the dialogue. Warby Parker uses social media creatively by posting videos to respond to customer service questions.
5. Follow Likeminded People and Influencers
Surround yourself with a group of people that value your brand and expertise, so that you can become an influencer among them.
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