Depends on your product/service offering and your ideal customer preferences.
This is a loaded question, but thanks for pushing out there.
These answers below are not one size fits all- and may or may not be appropriate depending on your audience and how they want to interact with you.
I don't want my cable provider interacting with me on social media. And I don't want my Terminex man pinging me via text.
Ask your customers what value you provide to them and how they like to be spoken with. Deeply learn via appropriate questions what they are interested in learning about that you have deep knowledge and expertise to contribute.
What do they do in their free time.
Have you ever mapped out your customer journey? What is your ideal customer and what are their lifestyle habits, desires, fancies?
Then map that to what you do for them.
Then brainstorm creative ways you can engage them throughout that process.
But don't force your way into their private lives or business lives unless there is value there and they have given you permission. Once you cross that line and offend, it is difficult to recover, so engage them in understanding how and when it is appropriate for you to interact.
Offer them something. For free. Tease the offer, and they have to go to your website to get the details.
This is a great question and is one asked A LOT right now. There are so many answers to this question, but the best way to begin is to understand what makes a user engage in the first place. We believe that users engage based on only a few different psychological needs. If you can meet one or more of a user's needs while also satisfying a business's need, you've found the sweet spot. I'd be happy to tell you more, I just didn't want to overtake the page.
Many companies utilize Social Media for Brand Engagement. But, if you can or have spare budget you can create and event which "force" users/customers to interact/engage with your brand
Its depends on your marketing strategy. My strategy is following:
Search engine optimization
Search engine marketing
Social media marketing
Social media optimization
Social media is the most accessible way for consumers to interact with organisations and brands. You can increase interactivity through the use of competitions and active posting. Encouraging online participation from offline media e.g. hashtags used to stimulate debates on television/print