I’ve been consulting for two years now and here’s what I’ve learned about successful social media campaigns:

1. They require work, as in having a plan with short-term goals & long-term goals, & weekly meetings about what’s next and delegation of responsibilities
2. They’re consistent, they don’t take days off for vacations/holidays/being too busy
3. They educate their audiences about their product/industry/services with uniqueness
4. They entertain their fans with silly pictures of pets, videos of how-to’s, etc
5. They often require paying Facebook with “sponsor ads” to reach new audiences (I haven’t been paid to write this, I know it works most of the time with the right plan)
6. They engage with audiences by interacting with your “likes” or followers and especially those who comment or leave you a mention
7. Be Genuine, really want to do this, not just to please the boss or because your competitors are using it

I tried these techniques with my clients and it’s helped them with their own goals.