One of the things I do to learn how our consumers are using digital and social media is to read my wife’s Facebook page. When I do this, I see the kinds of things that she and her friends are talking about–and it’s usually not brands or marketing. My wife and her friends talk about their children, plans for the weekend, hobbies, and reactions to what’s in the news. So if we want her to talk about our brand, then we need to do something that connects our brand in some meaningful way to what really interests her.
Want to know what your customers are talking about? Check their Facebook pages. They ain't talking about your products and features. They are talking about things that interest them, using their voices. To get them to notice you, you need to engage with things that interest them (not you).