MP Muller:

The companies I see doing social media well seem to think about their Facebook or Twitter presence as an online party with their brand as the very interesting host. You pack the room with people, make them feel special, start the conversation, introduce strangers to one another, get them talking about their shared passion — your company or another shared passion, like a cause, music, arts, etc. — refresh everyone’s drinks and keep them coming back with fun and food for thought.

You pepper the party with trivia or offbeat questions to provide your guests with a forum to shine with their smarts. You give them something of value (insider knowledge or freebies) — but don’t make routine company announcements like the hiring of a new manager. That’s as interesting as Steve Jobs’ wardrobe.