So you've gotten a few people to like your page or follow your Twitterations, and now it's time to start sending out those links — right?
Well, perhaps not. If you run a content-driven operation, then you have new reasons every day to send people to your website. But what if you don't, then what?
Imagine your company offers a great service, has a wonderful mobile app and quite an informative weekly newsletter. Hey, for a lot of companies, that's not a bad digital campaign. And now you're supposed to be social. “Download our app (link).” Then, “Sign up for our newsletter (link).” Then, “Look at us (link).” See how it gets old real quick?
Not everything you post has to link back to your website, or even be related to your product. You operate in a specific space right? You're a car dealer, a credit company, electronics perhaps? You're going to want to stay (mostly) on topic, but you should feel free to post about anything that's important in your world. That's what any “regular” person would do on their social media accounts, right?
Also don't forget to just engage your following. Don't you like it when people ask for your opinion or input on something? Ask your fans a question, and there's bonus points if you can keep that question on topic to your product. Take a look at the attached example. Untappd is an application (with mobile and desktop interfaces) that's primarily for tracking your beer experiences and logging your tasting notes. In this example, they used the holiday season as the catalyst for the post, but they kept it on topic to their product. There's no link to their website, no overt push of their product — just a genuine call for engagement from their fans.
Asking the question is only the first part, so don't forget to take part in the conversation which, as you know, should flow both ways.