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Think more about networking with your potential customers than advertising
To succeed in social networking, you as a company have to think more about it as networking with your potential customers than advertising.
People are not on social networks to be fed advertisements in your status updates. The best way to engage people is to relate to them. Find articles on the internet that would interest your followers, post about them, with links to the articles - give them information that they need and that is of use to them.
When writing status updates, think of the focus of your business. What are your goals and what is the information you have that can benefit your potential customers. Give them information on the latest news and developments of products they are interested in: music, travel, software etc... Talk about products that influence you and some of your favorite products. Give background on yourself. Don't just talk about your products all the time.
Now you may be thinking how I can make any money off of this if I don't tell people to go to my website or where they can buy my products. You still can. If you are going to promote your website, don't just put the link to the website as a status update. Make your updates have some information in it as well: Something like, "Did you know you can find information on ‘your product’ at our website," then put the link. Or "We just added ‘your product’ to our site. Check it out and give us some feedback."
If people come to your social networking pages and see that post after post is about getting people to buy your product or directing them to your site, they are not going to want to network with your and keep coming back. A good way to achieve this is to find some famous quotes that have to do with your philosophies and business model and post them to your pages. This will help to fill the time when you cannot think of anything to write or need some inspiration. People always love a good quote.
The overall point of social networking is to network. Make connections with people that can benefit your company. Show yourself as an expert at what you do. Make people want to come back by not bombarding them with advertisements all the time.
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