Think of Facebook as just another piece of Internet Real Estate - just like your website, only in a different city.
As you set up each social media profile, include as much of the content from your website as you can - in a well-presented format - with the intent to always lead your visitors to take action and become a Friend, Fan, or Blog Subscriber so you can contact them (and their friend’s) again.
After you Follow this profile, (Trust Step One)
you receive a direct message with the invitation to get your gift. You click,
(Trust Step Two)
Once a Fan, Follower, Subscriber etc, surpass Trust Step Five - they are certainly worth staff time and ongoing follow-up to learn about them as an individual.
This simple Five Steps to Customer Trust can produce some fantastic results because each step is clearly identified and the actions produce measureable marketing results.