1. Promote interaction

Ask customers to submit pictures of your product or service in use by uploading with a special hashtag. Monitor this hashtag and then cherry-pick the best ones for sharing by your social media accounts.

2. Know how to how-to

Provide one-minute videos that show how to optimally use your product or service. If you really want to do this right, create a YouTube channel for your company and also upload the videos directly to your Facebook account.

3. Generate meaningful interest

Hire freelancers to create blog posts about topics that are pertinent to your customers. These stories should be of general interest to people in your industry and should not be sell-jobs about your product or service.

4. Seek attention

Search for every mention of your company and product. Respond to these mentions within 24 hours. The goal is to demonstrate that you care about the customer experience that your company provides.

5. Understand the competition

Search for every mention of your competitors and their products and services. The goal here is to show them that you care about their business—perhaps more than their current supplier.