We are going to assume you've already jumped into the social space with your business. Maybe you have a twitter account and a facebook page, but you're not seeing the type of engagement you'd like.
Every customer that walks through the door represents an opportunity to AMPLIFY your social voice. However, you need to first make sure that you engage with the customer you already have before you can engage with new ones online.
No one will 'like' your page, follow your feed, or check-in if you don't give them a reason to. There needs to be value in doing these activities to the customer, afterall you're asking them do something for you. This could come in the form of a small discount, or perhaps a buy one get one free drink.
Bottom line, if you want to get the most social value out of your customers you MUST be providing them with incentive.
After years of seeing awful local marketing on cable TV, on the streets, and online I've decided it's time to do something about it.