Social media is an invitation, not an invasion.

A long plan for social channels turned out to be mostly product news, on the assumption that a brand page is a publishing slot. People did not create those spaces for company announcements; they gathered around an interest or a problem. A brand earns a place by helping with that, listening, answering and allowing people to disagree. A product page asks people to care about the company. A useful theme gives them a reason to take part.

Enter through the customer's interest, not through the product catalogue.