It pays to get acquainted with the communities making up each social media site and serve them the kind of content they crave. People don’t log on to Facebook to read a bunch of advertisements. They do it to share, comment on, and participate in meaningful and entertaining content.
Just as an example, when posting about a new product line being offered, encourage customers to ask questions and share their experiences. Create light-hearted contests inviting customers to take pictures with your branded product. Post quizzes or interesting facts about or related to your brand. If people feel like they have a stake in the company’s decision-making process, they are infinitely more likely to become loyal customers.