Social media is usually defined by the social part of the term. You want people to talk to each other, share ideas, share insight and most of all share and talk about what you have posted. This is not easy at times, you cannot just go out and make someone comment on your posting, share it with their friends and come back for more. You have to either make it interesting, funny or newsworthy enough that they want to move it on their own. Sometimes you have to make the most out of your social media and get interactive with your customers.
Just because you want them to be a part of your online conversation, maybe you will have to do something in the real world to get their attention. In an article from Mashable.com they look at the using social media and live interaction to get people into the environment. The article has posts from several different companies and how they try to attract new Likes, Followers and connections.
You can read the entire article from Mashable.com here