Our best advice is to learn from your competitors (even if very indirect). Take a look at T-shirt retailer Threadless on Twitter — http://www.twitter.com/threadless. Threadless have over one million followers receiving their daily tweets.

Victoria’s Secret (http://www.facebook.com/vspink) does a great job creating the perception that its Facebook fans are “privileged” with exclusive access to promotions, discounts. The “privileged” group is fast approaching 1.5 million fans.