If social media is an important component of your marketing effort, don’t just use it to pitch your business. Instead, ask yourself what you can give. What valuable information, insights or ideas can you pass along to your readers, connections, fans or followers? What would change if they saw your social media sites as places to get what they need? If you put their value first, there’s a good chance you’ll have a more engaged audience — and an easier time selling when it’s time to sell.