How often do you provide useful information to your social media followers that doesn't a include a call-to-action (CTA) to buy your product or visit your website? If the answer is never, then you need to take a step back and take in what I'm about to explain.
Useful marketing isn't about your brand. It isn't about what you have to offer on your website, either. Useful marketing is providing information to your audience that improves something in their lives. Baer gives an example of how Lowe's created a video series for their audience that taught them how to fix household problems in six steps.
Lowe's created these videos for Vine, showing its audience what tools they needed and how to fix a problem quickly and efficiently. The smart marketers over on their team took the time to realize that selfless acts can help build a business. As I've said before, adding value for you audience will make them appreciate you more. Value will help you build relationships with your audience.
Remember: Use your channels as a platform for building relationships and offering value. Don't use your channels as a billboard to push people to your website and sell products.