When it comes to social media, there’s a lot you can learn from your competitors. Use what’s worked for them to grow your social media following.
For instance, look into the social media accounts of your top competitors. What kind of content are they posting? Of that content, what are users engaging the most with and liking the most? A service like Fanpage Karma provides valuable insights in that regard for Facebook, while Twitonomy is very helpful to analyze Twitter.
Based on these insights, you can come up with a plan for what these users expect to see on your pages and what they’ll appreciate the most. Learn from what your competitors are doing well, but also from what they’re doing not so well so that you don’t repeat the same mistakes.