The bulk of the content about your company or brand isn’t what you produce: It’s what your customers produce. These posts, photos, videos, etc. are called user-generated content (UGC). Leverage UGC creators as your brand ambassadors by sharing the best UGC content on your site. You should also retweet high-quality tweets about your brand, and consider doing a #FanFriday thread in which you share the best posts of the week. This tactic makes your target audience feel appreciated and valuable, which breeds brand loyalty.