Follow Me! Social Networking for Businesses

Businesses consistently surprise me when misusing social networks.  You'll see their marquee with "Friend us on Facebook" or "Follow us on Twitter," but when you sign up you see nothing but advertisements.  

Personally, I find this irritating for two reasons: its misuse of what is a perfectly good customer base, and I'm often a member of that customer base.  On any social network, this is a partnership: your followers are giving you something valuable (their attention.)  Reward them as such and you'll be building a loyal customer base. 

• Show them photos and videos from "behind the scenes."  They're interested in your business, they'll likely want to know more about where the magic happens.
• Create written or filmed tutorials that explain or encourage use of your products/services.
• Offer them a discount or coupon that you don't offer anyone else.  Put your money where you're mouth is and offer your followers something that demonstrates how "special" they are.  Interact with your followers to find out what they want on discount.
• Hold contests and offer real rewards.  The rewards can even be t-shirts or hats (read: mobile advertisements,) buy-one-get-one coupons, or opportunities for them to participate in something enjoyable or something they'll think is cool. They'll be attracted to your business when you give them an opportunity to be part of it.  Let them name or design a new product.
• Send them announcements before you tell others (and tell your followers they're seeing it early.)  
• Interact with your customers on these social networks: people seek reciprocal relationships and they want to feel like they're getting something they value in return for the effort and attention they're giving you.  If at any point, the effort to read or view your content becomes more than the follower thinks they're getting from the effort, they'll stop being a follower (and potentially stop being a customer.

Treat the people who have subscribed to your social network as insiders.  They've said they're interested in your products/services, take advantage of that.  Don't just send them advertisements, make it worth their while.

How have you seen social media used well (and badly) in a business context?  What could be done to improve it?