Without a reason to build a social community or create a social buzz, you are just pushing advertising material out to what is already an engaged group of users. Appreciate that socially engaged users want a reason to hear from you, talk to you, talk about you and share what you are doing directly with their network. You content should be selected based on this premise and the type of content (text, images, video, audio, interactive and so on) should be appropriate for that message.

To often you see brands trying desperately to make their products have some sort of social community connection. The Pringles Community is one example where a brand has tried this with reasonable success. But expect to see more try and fail as this becomes an all important factor in social strategy. If you don’t have a good reason to be talking to your customers on a personal and social level then find one but make it honest.