They have totally misinterpreted the meaning of social. While it is true that you cannot keep pushing your products and services, it is also not all about chit chatting.
You have to develop meaningful relationships with your fans.
Here are a few tips that you can use.
1. Develop personal relationship
It is easy to find out who are your most active fans. Develop a personal relationship with them and get to know their family and hobbies. Find out what problems they have with your product or service. Invite them to your events and turn them into your ambassadors.
2. Share useful advices with your fans
Rather than showing your swimming pool and asking your fans to like your post if they wish they were there, give useful advice. If you are running a hotel, you can provide tips on traveling, packing luggage, etc.
3. Don't just say thanks
If you have fans posting on your page that they liked what you offer, find out more. What exactly do they like about you?
4. Offers incentive
If someone says she will recommend her friends to you, follow up. If possible, offers incentive to this person and the friends she will be recommending.
5. Bad day
If someone is having a bad day and shows it in his or her comment, find out more. Show your concern.
6. PM your fans
Send a private message to one fan a day and ask about them. Keep the conversation going.