It sounds obvious right? What if I told you that many businesses are guilty of doing the equivalent of yelling out their office windows to attract customers? Does that sound like being social?
There is an often overlooked component of being a "page" on Facebook. The strange thing is, it's the most common practice for actual people on their personal Facebook accounts. Do you know what I am referring to? Over 40% of people's time on Facebook is spent within their News Feed reading, commenting on, liking, and sharing other peoples posts. Figure it out yet?
I'll come right out and say it for those of you who haven't figured it out. You need to interact with your News Feed AS YOUR PAGE. Pages often fall into the routine of posting on their timeline, then if they are doing what they are supposed to, interacting with those who comment on those posts. That concludes their efforts, and they think they've done enough.
You have the ability as a page to LIKE other pages, other businesses, personalities, causes, organizations, brands, etc. You can view these pages' posts on your page's News Feed. You can comment AS YOUR PAGE on these posts for everyone to see. You can comment on a local charity's post looking for volunteers. You can congratulate a competitor on their post about a recent award. You can comment on a brands page about which flavor of their product you prefer. You can like a photo posted by your favorite sitcom. All of these practices put your page's name and personality in front of new people, and passively attempt to connect.
I would challenge you to spend 10 minutes a day for the next two weeks interacting with other pages' posts as your page's personality. Be genuine, don't SPAM, don't criticize, be constructive, BE SOCIAL. Pay attention to how it lends credibility to your page. See how much more genuine your brand becomes.
Appear human. People buy from people.