Social media is active. The people and participants come there to participate, to share and distribute news. The role of the company is to provide material that is interesting that will generate more activity but also more interest from the members. One activity that is always popular is some kind of contests. These generate some good discussion and leads to active group. People certainly try to win the prize but they do more out of interest and to generate a buzz about themselves. This always helps the company to generate popularity and get known in the space as a brand. In addition, social media means communication and as the customers talk more about their brand, the more it raises interest from other people in their network.
The other activity is discussion topics. Discussion could obviously be about news items but can also be about other areas of interest to the participants, customers or social media followers.