It's easy to get caught up in the happenings of your business, posting to social media when you have something to tell the world about what's going on with you. Unfortunately, this is the opposite of how to be successful in social. Finding the balance of all-about-me and all-about-them is critical to your social media success.
1. Social media is marketing. Whoever manages your social media should be a marketer, have some marketing experience or should be interested in knowing how to market products using these platforms. This isn't the same as posting your life in pictures on Instagram or pinning your dream house. This
2. The 80/20 rule. 80% of your content should be about THEM. That means there is some legwork that needs to be done: who are your consumers (followers/fans), what do they like, where do they live, what other social media business accounts do they like, why do they like you, etc. When you speak to people and become a part of their lives, that connection is made and your social media marketing continues to resonate.
3. It's a marathon, not a sprint. You are building relationships with people in an almost one-to-one way. You are appealing to what they love and 80% of the time, are marketing indirectly to them. This conversation is not one way - like I've said before, don't be the guy at the dinner party who only talks about himself. Be genuinely interested in your community and they will love you back that much more.